Joah Beauty rebrands to focus on beauty within

Joah Beauty has rebranded with a new sense of fresh sophistication that aims to empower all people to feel confident in their own skin and showcase their own unique beauty.

The brand’s core mission, which is now reflected in its new branding, packaging and overall consumer experience, includes the use of high-quality, cruelty-free and good-for-you ingredients, the company said.

"At Joah, we're dedicated to bringing out the best in people, whether it's through skincare or cosmetics. We believe in simplicity and effortless beauty to awaken confidence from within," said brand director Hae Jin Chang. "Our new brand represents that philosophy, and we're excited to finally share it with the world. We want everyone to experience the confidence of luminous skin."

[Read more: Joah Beauty elevates eye looks with 3 new launches]

Made with formulations that include peptides, hyaluronic acid, collagen, vitamin E and biotin alongside aloe vera, tea tree extract and centella asiatica, it does not use parabens or other harmful ingredients, the brand noted.

To kick off its new identity, Joah also is debuting a reimagined product collection and enhanced experience that includes:

• The Glass Collection: A revamped version of its Crystal Glow line, it features a Glow Perfecting Powder that is a 3-in-1 correcting powder that looks to enhance the natural beauty of the skin while also blurring imperfections and brightening complexions. Made with vitamin E, the line also includes the Luminous Skin Tint Stick, Luminous Peptide Foundation, and Hydrating Glow Cream Mist;
• Immersive Community Events: To celebrate the rebrand, Joah will host immersive events in New York and Los Angeles;
• Giveback Component: In a powerful collaboration for Joah's New York community event, they've teamed up with Bottomless Closet, an organization dedicated to empowering disadvantaged women in NYC to thrive in the workforce. Joah pledged to donate products for every event sign-up, supporting women as they prepare for interviews and embrace new opportunities. For every 100 sign-ups, Joah will provide a transformative makeover to one beneficiary of Bottomless Closet; and
• Updated Logo and Reimagined Packaging - Joah's newly refined logo, elegant color palette, and modern typography extend from its online presence to its packaging and beyond to reflect a simple, classic, and sophisticated aesthetic that aligns with its vision for beauty.