Skincare · United States
AbsoluteJOI
Founded by Dr. Anne Beal, M.D., M.P.H.
AbsoluteJOI is physician-founded clean skincare built for maturing, melanin-rich, sensitive skin, an under-served niche. Founder Dr. Anne Beal, a Black physician and skincare expert, noticed there were no lines suited for her daughter's melanin-rich skin and launched a clean, simple, effective range made to address hyperpigmentation without bleach. The origin is distinctive: while living in Paris and using local products that didn't suit her skin, she discovered the DIY beauty store Aroma-Zone full of Black and Brown women seeking their own solutions. Her data-driven case is the discovery angle, she highlights that aging in women of color shows as hyperpigmentation before fine lines, making most anti-aging skincare unsuitable, and that 70% of surveyed women of color don't find products suitable. The star product is the Skin Refining Night Oil with Retinol and Vitamins C + E. Launched in 2018 and sold DTC for three years, it was picked up by Macy's and others in 2022.
Who it matches
- Depth range
- Light, Medium, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- Sensitive
- Price
- Mid-range
Hero products
- Skin Refining Night Oil with Retinol and Vitamins C+E
- Daily Hydrating Moisturizing Cream with Mineral SPF 40
- Double-cleansing system
What it targets
- retinol
- vitamin c
- vitamin e
- spf
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