Syncly Social Index
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Skincare
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Beauty of Joseon on video, September 2026
Beauty of Joseon ranks fifth on the Syncly Social Index for skincare in September 2026, with a score of 47.8. Creators like it: 62% of organic videos in our sample were positive and none were negative. But almost every video names the brand in the caption, and few videos travel far, which holds the score down.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Sentiment scores the maximum 100, with 62% of non-sponsored sampled videos positive and 0% negative. Creator breadth is strong at 77.8: its top 10 creators made 3.0% of its 3,920 videos. Share of voice is 9.2% of skincare panel mentions (score 66.7), and share of beauty video grew 16% from August (momentum 44.4).
Two components pull it down. Untagged share scores 0: only 11% of sampled videos showed or said Beauty of Joseon without naming it in text, the second-lowest in the panel after Mixsoon. High reach scores 11.1, as 2.1% of its videos passed 100k views.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Beauty of Joseon videos
The most-viewed videos mentioning the brand this month.
A month of Beauty of Joseon videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Beauty of Joseon videos are about
Sep 30 (178 videos, the month's high): the top video was a paid #bojpartner demo of the Revive eye cream and under-eye patches (501K views, watch).
Sep 29 (167): a paid Amazon UK video used the Glow Deep Serum and Dynasty Cream to fix patchy autumn makeup (494K, watch).
Sep 13 (157): an ad for the Tinted Mineral Dayscreen as skin-friendly makeup, the brand's most-viewed video of the month (2.0M, watch).
Sun care leads Beauty of Joseon's conversation. "Sunscreen" appears in 794 videos, "spf" in 345 and "white cast" in 201. The Relief Sun: Rice + Probiotics was named in 507 videos, but its share fell 23% from August. The Tinted Mineral Dayscreen more than doubled its share (378 videos, +125%), helped by #tintedspf on 146 videos. The ginseng and retinal Revive Eye Serum was the most-named single product (527 videos, share up 32%).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Revive Eye Serum: Ginseng + Retinal | 527 | +32% |
Relief Sun: Rice + Probiotics SPF50+ | 507 | −23% |
Ginseng Cleansing Oil (upper bound: any 'cleansing oil' mention) | 411 | |
Tinted Mineral Dayscreen | 378 | +125% |
Glow Deep Serum: Rice + Arbutin | 305 | |
Glow Serum: Propolis + Niacinamide | 106 |
Top keywords
Top hashtags
Where and who
TikTok carries 49% of Beauty of Joseon videos (1,909) and Instagram Reels 45% (1,746). On TikTok, 864 videos were sponsored and 1,045 organic. 2.7% of organic TikToks passed 100k views against 1.3% of sponsored ones. Its audience leans British: the UK (678 videos with a known location) nearly matches the US (766). For Anua and SKIN1004, the US leads by more than three to one. The most active creator, @stephs_healthjourney, made 26 videos.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Only 11% of sampled Beauty of Joseon videos never named the brand in text. One of the largest is a paid Notino routine in Hungarian that names the Relief Sun only in speech (1.4M views, watch). A Spanish-language video says the brand name out loud while unboxing (686K views, watch). We found no negative videos in the organic sample.
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Brands mentioned alongside Beauty of Joseon
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Compare with competitors
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.