About Us

Formulated To Bring Joy

That belief started with Charlotte. Pregnant and unable to find a deodorant she trusted, she decided to formulate her own. joi grew from there.

Today every joi formula is made with proven ingredients, kind to sensitive skin, and made with care here in Malaysia. No fuss, no fear, no jargon. Just calm, capable care your whole family can reach for.

Backed by proven ingredients

Gentle does not mean guesswork. joi is formulated with clinically studied ingredients, chosen for results backed by real research. The proof shows in our customers, including many with sensitive skin and eczema who finally found something that works.

Made for sensitive skin

Sensitive skin is not a problem to fix. It is the standard we formulate to. We build in ingredients that nourish and soothe, like ceramides, squalane and botanical oils. Gentle enough for sensitive skin means good enough for everyone.

Gentle for the whole family

One bottle, shared from the youngest to the oldest. Mild enough for delicate skin, capable enough for grown-up routines, so everyone at home can use them with confidence. Less clutter, more care.

Proudly made in Malaysia

joi was born here, and we make it here. Formulated and manufactured in Malaysia, for our climate, our skin and our families first. Local care we are proud to put our name to.

A Founder, Formulator & Our Mother

"I couldn't find a deodorant I trusted while I was pregnant. So I made my own."

joi started with a small, stubborn problem. While she was pregnant, Charlotte went looking for a natural deodorant that was safe to use and actually worked. She couldn't find one. So she did her own research and formulated it herself, and found something that surprised her: natural deodorant really does work. Not by masking odour, but by stopping it. After a while, you simply don't smell anymore.

Explore our products

She shared those first batches with friends and family. The feedback was unanimous, so joi launched its first deodorant with a 30-day money-back guarantee, confident enough to stand behind every formula. Charlotte still formulates every joi product herself, each one made to bring a little joy.

Then customers asked for more: skincare, body care, a whole routine. The deeper reason was closer to home. Charlotte's own children have very sensitive skin, and after one too many reactions to other products, she set out to make care that was safe for everyone, even the littlest ones. Safe, and effective. Today joi has formulas trusted by customers with sensitive skin and eczema.

That is joi in one belief: care gentle enough for the most sensitive skin, formulated with proven ingredients, and made for every kind of skin and every member of the family. Acne, sensitivity, dullness, the lot. joi is made for everyone.