We want to rewrite beauty by immersing you into a truly engaging body & soul experience.
Joona creates beauty products infused with collected stories from our rich culture, events, and people!
Some believe in healing crystals.
We believe in healing stories
A story is a powerful, unifying tool that connects mankind, breaks down barriers,and heals wounds, We want to preserve those intangible stories and transform them into tangible experiences that you'll enjoy
The Middle Eastern and North African regions are incredibly rich when it comes to beauty ingredients and heritage formulas. Castor oil, argan oil, rose water, lavender, camel milk, and many more are all centralized in this part of the world.
Locally sourced = empowered farmers
Locally sourced = less CO2 emissions
Locally sourced = less cost, better quality.
So why do we keep importing our beauty products and standards?
It always starts with a story, a picture, an event that spoke to us so deeply that we had to transform it into a product.
We hit the streets. We ask people. We listen. After creating several versions of the product, the final decision will be taken, always, by you.
Good ingredients, ethical production, and giving back to the community is at the heart of our operations.