— The beginning
Jo Beauty started as a story of a brother and a sister. A sister who deeply understood the problems of the Nepali beauty market, and a brother who believed in her vision. She had the ideas, experience, and passion to solve the beauty challenges faced by Nepali women. He had the trust, courage, and determination to support her dream. Together, despite not knowing the language, market, or terrain, they travelled all the way to China in search of the right factory and the right products. That journey became the beginning of Jo Beauty. The brand was launched during one of the most challenging times of their lives. The sister was around eight months pregnant, and the brother attended the launch event just a month after suffering a stroke and spending days in bed. Jo Beauty is not just a beauty brand. It is a story of struggle, belief, passion, and purpose. A brand built to solve real beauty problems in Nepal and to create products that Nepali customers can truly trust.
— Our Mission
What we plan for future
Jo Beauty is dedicated to providing high-quality, accessible, and innovative beauty solutions that enhance the natural beauty of Nepali people. Our mission is to recognize and address the gap in locally relevant options and the over-reliance on foreign brands designed for non-Nepali skin tones. We aim to empower individuals by boosting their confidence and self-esteem through products and services that are thoughtfully customized to match the diverse skin tones and beauty needs of Nepali consumers. By creating inclusive, locally-informed solutions, Jo Beauty ensures everyone can find what truly suits them—without having to depend on products that weren’t made with them in mind. Create high-quality, affordable beauty products tailored to Nepali needs Collaborate with real creators, not just celebrities Educate customers about makeup, confidence, and self-care Build a beauty community, not just sell products
— Our Vision
What we see for our future
“To become Nepal’s most trusted and loved home-grown beauty brand, known for quality products, relatable marketing, strong community connection, and the empowerment of women.“
— Our values
What we stand for.
Inclusivity
We believe beauty is for every skin tone, age, and background. Our products are designed for real Nepali faces, lifestyles, and climate.
Quality with Integrity
We believe in safe, skin-friendly formulations, honest pricing, and transparent communication. Every product is made with care, trust, and responsibility.
Empowerment
We support women creators, artists, entrepreneurs, studios, and salons by creating opportunities in beauty, content, and retail.
Best Customer Service
We provide fast, respectful, and helpful support with clear communication before and after purchase, fair policies, honest guidance, and long-term trust.
— Why jo.
Why customers love jo.
- Inclusive shades designed for diverse Nepali skin tones.
- Comfortable, beginner-friendly formulas.
- Premium quality at an accessible price.
- Vegan and cruelty-free products.
- Thoughtfully handcrafted brushes.
- A community-first beauty experience.