How We Are Changing the Beauty Industry

An Easier Way to Beauty

What if shopping for makeup wasn’t about trial and error? What if you could take one simple test and know your exact shades—forever?

That’s what we’re building at Joie. Instead of buying makeup based on what’s trending or what works for someone else, you’ll have your Shade Passport—a personalised guide that tells you exactly what colours work for you. No more guessing. No more impulse buys. Just the shades that truly suit you.

And just as importantly, it tells you what you don’t need. Because beauty isn’t about owning every shade—it’s about having the right ones.

Quality Over Quantity

Our products are coming soon, and we’re taking a small-batch approach for a reason. Every release will be focused on perfecting the shade, formula, and wearability—so when you find your match, you know it’s the best version of that product.

Our collections will have a wide shade range, but you’ll only suit one or two of them. We don’t need you to buy the whole lineup. Some drops may not be for you, and in that case, we won’t even notify you.

Because beauty should feel effortless, not overwhelming.

The Future of Beauty Is Thoughtful

We’re here to simplify the way you shop for makeup—not by limiting your options, but by making them clear. No more wasted money on shades that don’t work. No more endless releases designed to make you buy more than you need. Just beauty, made simple.

And we can’t wait for you to see what’s coming. ✨

Make sure to sign up for our waitlist for early access & follow our socials at @joiebeautyco