The JOON Story

We believe that young girls should take center stage.

We know that girls as young as age four are starting to experiment with skin care products. We also know that most products for young girls are simply adult products repackaged, and often filled with unhealthy and potentially toxic ingredients.

JOON was created to encourage young girls to develop healthy skin care habits at an early age. Our natural skin care products are made just for girls ages 6 - 12 years old. Not their teenage sisters, not their moms - JUST FOR THEM. We've removed the bad stuff - you won't find parabens, phthalates, artificial color, or sodium lauryl (laureth) sulfates in any of our products - and replaced it with natural alternatives.

As parents, we are inspired by kids and the amazing potential that they possess. As a company we are passionate about creating a brand that empowers and encourages young girls to make positive and healthy choices, so they can set the standard for other girls to follow.

Our story is just beginning. Check back to see where it goes.

Our Philosophy on Natural

JOON is passionate about providing young girls with healthy skin care options. We believe that replacing the yucky toxins and chemicals (like parabens, phthalates, artificial color and sodium laurel sulphates, to name just a few) is essential to the health of our young girls.

As members of the Natural Products Association, we adhere to the standards that they set forth. We also work closely with our chemist to ensure that our ingredients are natural and/or naturally derived. You will often hear us referring to JOON as HEALTHY. We prefer to consider our products and our brand "Healthy" because our brand is about more than just our products -it's about a way of life and a way of living. We want to encourage young girls to make choices that are good for them, now and in the future. We realize that JOON is only a part of what makes up a healthy lifestyle. We encourage JOON girls to be active and activists. We encourage them to get outside and play. We encourage them to be confident in the choices that they make. As we grow as a company, we will continue to add fresh new products that embrace and reflect the JOON Girl's lifestyle. The possibilities are as endless as a young girl's imagination.

Our story truly has only just begun.

Our Founders

Tameka

The idea of JOON began percolating when I had my first child. I never considered myself a hard core natural or green consumer and I still see myself somewhere in the middle of the spectrum, but when he was born, I found myself being hyper-aware of what I used on his skin. I didn't want to mess up anything so new and perfect, so I gravitated to the natural section of my grocery store and began reading labels and researching brands and products online. I also made the decision to make all of his food from scratch.

This was out of character for me, but that experience really changed my orientation as a consumer. As a marketer, I started noticing the lack of healthy brands for kids, particularly young girls. The baby-care market seemed to be filled with good options, but once girls reached an age where they were able to choose products for themselves, there was a black hole. So, the idea of JOON came to light.

JOON was created to provide a brand where young girls can experiment in a safe way, without added toxic ingredients that could potentially cause long-term health problems. Skin care is just the beginning. My goal is to continue to evolve our company into the first healthy lifestyle brand for young girls.

Gary

As a dad, I want to do the best I can for my children. I want to do my part to make sure that this next generation of kids grows up to lead the most healthy and happy life possible. That means it is up to me to start making changes. One person at a time, right? My wife and I are so thrilled with JOON because we know that we have created something that will make a difference. From its incipience, JOON has been about giving girls a healthier way to explore the skin care world, and that is something we are proud to be a part of.

---

No No List

Who would have thought that a product containing natural oats was, in fact bad for you? Aren't oats supposed to be good for you - help your digestion, soothe your skin? The truth is that adding ingredients that are good doesn't mean that some so-called "natural" products aren't also loaded with ingredients that are terrible, to say the least. It's our mission to educate moms, girls and even grandmothers on what's good and what's not. These topics currently aren't apart of our daily conversation, but we believe that they should be brought to the forefront.

So, the next time you're out shopping in the beauty aisles, beware of the following ingredients:

PARABENS

Parabens are a group of chemical preservatives that are known endocrine disruptors. Parabens are estrogenic. In other words, they mimic the function of naturally occurring estrogen. Studies have shown that parabens have been found in breast cancer tissue, which has caused alarm about the use of parabens in cosmetics and skin care. On the label they might read as meythlparaben, ethylparaben, butylparaben or propylparaben.

For more about PARABENS, read http://www.itsjoon.com/todays-lesson-parabens

SULFATES

If a product has sulfates such as sodium lauryl/laureth sulfate, put it right back on the shelf. Sodium Lauryl Sulfate and Sodium Laureth Sulfate are used in skin care products for their foaming capabilities. They are known irritants to the eyes, skin and respiratory tract. An aside: they're also found in car washes and engine degreasers. Enough said. http://www.itsjoon.com/are-slss-good-or-bad-or-somewhere-in-between

FD&C Colors

You will see these commonly listed as D&C color or FD&C color. Do the words lead and arsenic ring a bell? Sound like something you want to put on your body our your kids body? Hmmmmm, isn't it common knowledge that these things are bad for you??? Anyway, the pink body cream may look cute in a bottle, but what does it really do for you?

CHEMICAL PRESERVATIVES

Benzethonium chloride, BHA, BHT, diazolidinyl urea (which gives off formaldehyde), imidazolidinyl urea, and methylisothiazolinone, phenoxyethanol, ethylhexlglycerin. They just sound bad, right?

PTHALATES

Once again, an endocrine disruptor. Not something we want our children rubbing on their skin or bathing in. Read "Mom, What's a Phthalate" for more information. http://www.itsjoon.com/mom-whats-a-phthalate

PROPYLENE GLYCOL

Propylene Glycol is used as a solvent or surfactant (in layman's terms - it keeps your products from separating into layers) in health and beauty care products. Though the FDA and WHO deem Propylene Glycol "safe" or GRAS ("Generally Regarded as Safe"), research has shown that it's probably in your best interest to avoid it whenever possible. Though cancer might not be a concern, studies show that Propylene Glycol provoked allergic reactions in patients with eczema and other skin allergies, even in formulations of much less than 50%.