JOAH Beauty
Budget“K-beauty, made accessible.”
JOAH Beauty is a K-beauty-inspired color cosmetics line from KISS Products, the US-based beauty company best known for its nail and lash brands. Launched in 2018 as the first full-range K-beauty-inspired makeup line built for the American mass market, JOAH takes its name from the Korean word meaning "I like it." The debut assortment spanned roughly 158 SKUs across lip, eye, brow, face, and brushes, all priced between about $2.99 and $15.99, and rolled out exclusively at CVS before expanding to Walmart, Amazon, and other retailers.
The brand's hook is Korean-beauty formulation logic at drugstore prices — makeup infused with skin-nurturing ingredients, cushion applicators, and glass-skin finishes, all vegan and cruelty-free. Bestsellers like the Perfect Complexion under-eye serum concealer pair skincare actives with buildable coverage, and the line leans into the streamlined, dewy K-beauty aesthetic that shoppers otherwise pay prestige prices for. That positioning makes JOAH a frequent budget alternative in K-beauty dupe conversations.
Known For
Flagship Products
- Perfect Complexion Serum Concealer
- Crayon Contour Stick
- Perfect Cushion Foundation
- Brow Sculpting Pen
Brand Philosophy
Streamline your routine with K-beauty-inspired makeup that nurtures skin while it perfects — accessible to everyone.
FAQ
For Brands & Creators
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