• 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.

  • Beauty,  Los Angeles,  New York

    Clear out your makeup clutter with JOAH’s Under $10 Products!

    Clear out the clutter in your cosmetics bag, and cut your makeup stash in half with JOAH! JOAH Beauty is a K-Beauty inspired brand  with affordable products that can be used in multiple ways for easy on-the-go looks.

    I am so excited to introduce JOAH to you. As a makeup lover, I always look for more beauty products that I love and I can share with friends. K-Beauty is a key point for me. As I grew up in China, we use a lot of cosmetics from Korea. I love K-Beauty for sure, the foundation is not too thick, the eye shadow colors are more natural… Yes, that is the point. K-Beauty gives you a more natural look than other styles. Who wants to look like a party girl everyday? No, we want to look beautiful in a casual and natural way. JOAH Beauty surprised me. It is very affordable with such great quality.

    Here are some best sellers you might like:

    JOAH I’m your Jelly Bae Matte Gel Lipstick($6.50)(Colors top to bottom: Babe + Hubby)JOAH’s matt gel lipstick glides on and provides weightless comfort thanks to dry-touch oils and a wax-free formula. Richly pigmented, this lipstick doesn’t have to just stay to the lips. Three dabs on the side of the cheek will leave your cheeks looking naturally flushed without an  oily finish. I’m Your Jelly Bae comes in 10 rich shades to suit any skin color and desired look.

    JOAH La Bam Balm Tinted Lip Balm ($5.50) (Colors left to right: Tini Bikini, La Bamba, Tequila Sunrise and Fiesta)JOAH La Bam Balm is an easy glide gel treatment balm that imparts a highly pigmented tint, reverses chapping and dryness and leaves lips soft and smooth. But in a pinch, use your fingers to blend the gel formula onto your eyelids for a trendy glossy eye look. La Bam Balm comes in 6 colors.

    JOAH Brow Down To Me Precision Brow Pencil($9.50)(Color: Cool Blonde)The fine tip of the Brow Down To Me Precision Brow Pencil creates fine hair-like strokes, perfect for drawing in the most natural looking brows. The spoolie side smooths brows into place for a smudge proof, budge proof look that lasts all day. It doesn’t stop there – use this product on your top and bottom waterline for everyday eyeliner look or try creating natural freckles across the cheeks that will last. Available in 6 shades. 
    Don’t waste your money on more products you don’t need. Go multipurpose with JOAH Beauty.

    Now Let’s finish the daily look with me.

    First Step, I use TRULY YOURS BB CREAM and SELFIE READY SETTING POWDER for the foundation. And TRULY YOURS FULL COVER CONCEALER to conceal under eyes and some pores.

    Second Step: Eye brow and eye shadow times. I use BIRTHDAY SUIT EYESHADOW PALETTE and BROW DOWN TO ME AUTO BROW PENCIL.


    The last: Lip! TINTATION LIP STAIN and MIRROR MIRROR LIP GLOSS to finish the whole look!

    My favorite products from my look:


    Multitasking mavens, this is truly everything! Tinted BB cream is makeup, skincare, primer & much more all in one! Available in 4 shades.

    Benefits: Multipurpose beauty cream combines the benefits of tinted moisturizer, primer, concealer…you name it! Formulated with emollients and other goodies you need to blur imperfections, reduce the appearance of lines, brighten skin, hydrate, and works as a foundation to improve skin texture and more.


    What imperfections? Prepare to look fabulous wearing this long-lasting concealer. Help your skin appear more youthful and say so long to discoloration, blemishes and dark circles. Available in 6 shades.

    Benefits: Helps your skin appear more youthful and lets you say so long to discoloration, blemishes, scars and dark circles. Light weight and creamy texture is budgeproof, so anything you prefer to hide stays undercover all day.


    Grab your chance to bare all! With warm tones and blushing browns, this eyeshadow palette can be used to create looks from natural to magical.


    • Long-lasting eyeshadows that don’t need a primer.
    • Blend of mattes and shimmers for a variety of looks.
    • Neutral colors for everyday wear.


    Get in line, buster! This retractable never needs sharpening eyeliner pencil has a non-drying, buildable formula that will make your eyes stand out from miles away.

    Benefits: Waterproof, non-drying, silky, creamy formula smoothly glides on and lasts 24 hours.


    Behind every great makeup is a brush, so JOAH created brushes with greatness! You’re going to love how the soft, pro-quality bristles blend & blend.

    About JOAH:

    Born from Korean Beauty, Inspired by a SMILE, JOAH is Korean for “I LIKE IT”.

    JOAH believes in celebrating life, fearlessly flaunting your femininity & being unapologetically girly. JOAH knows beauty confidence comes from within, but she realizes that makeup helps, too. Let’s face it-dressing up is fun, glam gets you everywhere, & the sweet things in life really do matter most. That’s where JOAH comes in. With a carefully curated collection of cosmetics & skin care (that do a lot more than just make you look good), the JOAH philosophy centers around easily achievable beauty benefits, based on innovative high performance formulas that work. At JOAH, innovation is their motivation & they’re proud to be beauty pioneers…bringing the best of Korean Beauty to cosmetics. With amazing products, on-trend colors & ridiculously cute packaging, consider us your grownup beauty playground!