• Beauty,  Gift Guide,  New York,  San Diego,  WorldWide

    JOAH Invites You to Turn Up the Color!

    JOAH Launches Color Squad Cream Lipstick,
    Blur Mineral Activator Primer
    and More for 2019

    JOAH is excited to introduce the latest additions to its first full-range K-beauty cosmetics line, live now on JOAHbeauty.com and CVS.com.

    The latest launches from JOAH include: Color Squad Cream Lipstick; Blur Activator Mineral Primer; two new iterations of the popular Birthday Suit Eyeshadow Palette; new shades of I’m Your Jelly Bae Matte Gel Lipstick and Wat-a-Matte Matte Liquid Lipstick; and three concealers (Wand Me Up Perfecting Concealer, All Brushed Up Creamy Concealer and Truly Yours Dark Circle Concealer).

    JOAH Color Squad Cream Lipstick is a lightweight, ultra-moisturizing lipstick infused with Argan Oil to leave lips feeling smooth and hydrated. With saturated micro-fine pigments, Color Squad delivers rich, lush color that lasts all day. Color Squad is available in 20 color-rich shades.


    • Hydrating formula infused with Argan Oil
    • Highly pigmented
    • Comfortable, all day wear
    • Available in 20 color rich shades

    JOAH Blur Activator Mineral Primer is an airy skin perfecting primer infused with Korean Camellia Oil. The lightweight skin perfecting formula creates a veil-like effect on the skin which “blurs” imperfections leaving smooth, flawless skin. Helps foundation glide on and set makeup for long lasting wear.


    • Smooths skin
    • Minimizes the appearance of redness, pores, winkles and more
    • Weightless texture
    • Extends wear of makeup
    • Infused with Camellia Oil & Minerals

    JOAH Birthday Suit Eyeshadow is a versatile compact eyeshadow palette featuring a mix of 6 shades ranging from mattes to shimmers. New shades “After Hours” and “Date Night” join fan favorites “Bare” and “Unveiled” for 4 versatile options.


    • Rich long lasting color and pigment
    • Blends easily
    • Velvety texture
    • Can be used as an eyeliner when applied wet

    JOAH I’m Your Jelly Bae Matte Gel Lipstick now offers 3 new shades – “Romeo,” “Lover,” and “BAEcation” – in an innovative gel-powder formula with a highly pigmented matte finish.


    • Gel lipstick glides on and provides weightless comfort thanks to dry-touch oils and a wax-free formula
    • The richly pigmented color quickly dries to a velvety, matte finish thatdelivers lasting wear without making the lips look or feel dried out

    The JOAH Wat-a-Matte Liquid Lipstick family adds 6 brand new options – “Rosé Truffle,” “Berry Bliss,” “Cherry Cola,” “Pink Velvet,” “Cherry Tart,” and “Sugar Cookie.” A unique U-shaped doe-foot applicator hugs your lip for perfect lips with just one stroke thanks to the revolutionary non-drying, full coverage formula.


    • High pigmentation
    • Full coverage in one stroke
    • Angled tip applicator
    • Lasts for 12 hours

    JOAH expands its concealer offerings with the introduction of Wand Me Up Perfecting Concealer, a fresh, natural coverage wand concealer hides imperfections and leaves skin looking flawless.


    • Natural, buildable coverage
    • Camouflages skin imperfections, acne and blemishes
    • Lightweight & breathable
    • Easy to blend
    • Corrects, contours & perfects

    All Brushed Up Creamy Concealer, a radiant creamy concealer with unique brush tip applicator that provides the most precise application for an instantly flawless complexion.


    • Customizable coverage
    • Brightening effect
    • Evens out skin tone
    • Preciseapplication with easy to use brush
    • Camouflages skin imperfections, acne and blemishes

    JOAH Truly Yours Dark Circle Concealer – a lightweight creamy concealer with buildable coverage that instantly hides dark circles, blurs fine lines and masks imperfections – is now available in 11 shades. The cushion applicator allows for an easy and even application while leaving skin looking youthful.


    • Easy to blend
    • Lightweight yet full coverage
    • Leaves skin with a natural finish
    • Conceals dark circles, skin imperfections, scars, hyperpigmentation and discoloration

    JOAH – which is Korean for “I like it” – is the first full-range K-beauty cosmetics line available to the mass market, offering easily achievable beauty benefits, on-trend colors, and innovative high performance formulas. The full JOAH line features 190 SKUs spanning across the lip, eye, brow, face, and cosmetic brush segments. Price points range from $2.99 to $13.99. The playful names and colorful packaging reflect the JOAH attitude -– fearlessly feminine and unapologetically girly.


    Rooted in Korean Culture, K-Beauty is a philosophy that caring for your skin comes first and what you put on your face really matters. JOAH brings the best of Korean beauty innovation and quality to the US with a full cosmetics line featuring skin-loving ingredients + formulas that really work. You will see the difference & feel the difference when you wear JOAH cosmetics. Plus just because it’s the best, we don’t expect you to pay a fortune. JOAH is Korean for “I like it” and you’ll love it too! For more information, visit www.JOAHbeauty.com.