The team behind new natural skincare brand JooMo is challenging the skin care industry to clean up its act. The company claims its new natural face wash, which is aimed at young people, is the first ever 100 per cent natural product in the category.
“We are not trying to say that the leading face wash products do not work, we simply feel that it is unfair to products like JooMo which are truly 100 per cent natural, for brands to make completely false claims in their marketing and branding to mislead consumers,” says co-founder Nick Wallen.
Wallen adds that his team researched the market when formulating JooMo and found that ingredients like Polyaminopropyl Biguanide – a disinfectant also used in cleaning solution for contact lenses – were found in products branded as ‘natural’.
He adds that one High Street brand which claims to provide an ‘Unbeatable product performance – naturally’ and puts the success of the product down to ‘The Power of Plants’ fails to mention that its product actually contains 20 unnatural ingredients including Disodium Phosphate which is also used as a food additive to quicken cooking time.
JooMo face wash includes SaponinJ, – a proprietary skin repair system. SaponinJ deals with existing skin problems, repairs the damage caused by synthetic products and rebuilds the skin’s natural defences to prevent future allergies, infection and inflammation.
SaponinJ consists of a specially balanced formula of saponins, essential oils, sea salt, natural sugars, natural pH modifiers, antioxidants, softeners and emollients.
“As with all great discoveries, it needed an outsider to look at the problem in a different way and creatively resolve the issue through a logical thought process. Our development of SaponinJ is a defining moment in the natural skincare industry,” says Wallen.
