JOAH signifies enjoyment, as we tailor beauty to your preferences: formulas that are cruelty-free and gentle on skin, containing only safe ingredients.
Complete Your Perfect Eye: From volumized ashes to sharp wings, our eye lineup delivers high-end quality at half the prestige price. Shop mascaras, eyeshadows, brow pencils, eyeliners and more
Dual Brow Pencil and Gel: This 2-in-1 brow pencil and gel features a triangular tip that outlines and fills brows with precision, and a tinted gel to volumize brows, intensify brow color or hide greys, and keep brows neatly in place
Try Them All: Our cruelty-free cosmetics are created to outperform even the best prestige products. Shop our best eyeliners, lipsticks, foundations, concealers, skin treatments and more
Long-Lasting Vegan Formula: Features a smudge-free pencil tip to draw in natural hair-like strokes and a lightweight, water-resistant gel formula to hold brows in place all day; Free of gluten, parabens, phthalates, SLS, and formaldehyde