Empowering Beauty
In the ever-evolving world of skincare, few entrepreneurs shine as brightly as Joy Jenkins, the visionary founder of My Joy Beauty. With a mission to simplify beauty routines and empower women over 40, Joy has carved a unique niche in the industry by blending luxury with plant-based, sustainable ingredients.
Her journey from corporate America to the heart of the beauty world is not only inspiring but also a testament to resilience, innovation, and the power of faith. Join us as we delve into Joy’s entrepreneurial journey, the birth of My Joy Beauty, and how her brand is revolutionizing skincare. Discover more at www.myjoybeauty.com.
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Beverly Hills Magazine: Tell us about your journey in creating My Joy Beauty. What inspired you to start the brand, and what sets it apart in the beauty industry?
Joy Jenkins: Thanks for having me; I really appreciate it. We’re three years in—well, really two and a half. I started in corporate America, working in software and tech sales for over 15 years. During the pandemic, I took a hiatus that turned into about a year and a half off. During that time, my daughter, who’s in med school and very interested in ingredients, was home from college.
We brainstormed and came up with the concept of My Joy Beauty. We started our brand very simply. Our focus is on women over 40 who are tired of complex skincare routines, hormonal changes, and overwhelming products. Everything we offer is made in the USA, plant-based, yet still a luxury product.
Beverly Hills Magazine: How do you hope My Joy Beauty inspires confidence in your customers?
Joy Jenkins: Today, we have so many curated, filtered options through social media, which I didn’t grow up with. I wanted my brand to have an immediate effect on confidence. When you use our lip oil or brow gel, you can see a noticeable difference. It’s like when my niece put on my bridal veil at three years old; she transformed. That’s what we aim to do—help women feel amazing with just one good product.
Beverly Hills Magazine: Can you discuss the importance of using plant-based ingredients in your formulations?
Joy Jenkins: Absolutely. I think it’s crucial to know what we’re putting into our bodies. Like how I shop at Trader Joe’s and love turning over labels to easily read the ingredients. Our products have simple, effective ingredients, like grapeseed oil. We also ensure that our dry oil absorbs well into the skin, whether used as a self-tanner, sunscreen, scalp oil, or cuticle oil. It’s about keeping it simple yet effective.
Beverly Hills Magazine: What’s your favorite product from your line?
Joy Jenkins: Our hero product by far is My Joy Oil. It’s been used by cancer patients, for post-surgery scars, and even for skin healing without prescriptions. Although I’m not a doctor, it’s a versatile product that shows the power of natural ingredients.
Beverly Hills Magazine: Building a brand is no small feat. What were some of the biggest challenges you faced as an entrepreneur?
Joy Jenkins: One major challenge was realizing that launching a brand is more than just starting it on TikTok or another platform. My corporate background taught me the importance of taking action every day. It’s easy to talk about starting a business, but executing it is another thing. You have to be ready to pivot and keep going despite setbacks.
Beverly Hills Magazine: What piece of advice would you give to aspiring entrepreneurs looking to break into the beauty industry?
Joy Jenkins: I would say, “Good is better than perfect.” You have to start somewhere and take action. It won’t be perfect initially, but that’s okay. Our journey has had its share of mishaps, but it’s all part of the process. Keep going, and don’t give up.
Beverly Hills Magazine: On your website, you have the quote, “The best version of you at any age.” Where did you get the inspiration for that?
Joy Jenkins: I’ve gone through many transformations in my life. I think it’s important for women to know that beauty comes from within, no matter their age. Building confidence starts internally, and then you can add those little touches on the outside to feel your best.
Beverly Hills Magazine: How do you nourish your spiritual self? Do you have any specific practices?
Joy Jenkins: I’ve been a church-goer since I was a baby. Over time, I’ve learned that having a daily relationship with Christ is essential. I journal in the mornings and find scriptures that resonate with me. It’s not just about mechanically reading the Bible but having a personal connection with the words and applying them to my life.
Beverly Hills Magazine: Now, how has that helped you connect with your audience? Are you utilizing it, or what are your marketing strategies and recommendations to build?
Joy Jenkins: It’s a big question. We started by creating a Facebook business page. Now, my niece Megan Turner, who is 29, handles it all. There’s a lot of analytics and data available on who’s buying and how. We’re exploring expansion to Amazon and other platforms, but I don’t mind keeping it unique and small. Social media requires a ton of focus. With AI tools now helping with captions and hashtags, I’m proud we built everything organically.
Beverly Hills Magazine: That’s impressive. It seems like a lot of trust and faith in the process plays a role.
Joy Jenkins: Absolutely. I believe God has given me favor and connected me with the right people. We’re taking it one step at a time. We have a strong Instagram audience and have done some trunk shows in Colorado. We’re mostly online.
Beverly Hills Magazine: What is your approach to developing high-quality vegan products? Do you handle the formulas yourself?
Joy Jenkins: I learned early on that you don’t have to boil the ocean. There are amazing private label manufacturers, especially for vegan and natural products. I chose that route. After sampling various options, I found a company whose oil I loved. It’s important to trust your manufacturer and ensure flexibility. I wanted a turnkey operation, which made things easier. We’re now looking into customizing some products.
Beverly Hills Magazine: That’s excellent advice. How has customer feedback influenced your product offerings and business decisions?
Joy Jenkins: Customer feedback is crucial. We’re focusing on reviews and feedback as we pivot for 2025. We’ve had no returns, which is amazing. Our reorder rate is about 60%, which is unheard of. It’s all about quality over quantity.
Beverly Hills Magazine: How does My Joy Beauty address sustainability in product development and packaging?
Joy Jenkins: We are fully biodegradable and sustainable. Our formulations have an endless shelf life. We’re exploring refill options to reduce waste. Our products are safe, even for young children, and have no adverse effects.
Beverly Hills Magazine: How do you see the demand for all-natural and vegan beauty products evolving?
Joy Jenkins: The demand is growing, especially among younger women. People want products that make an immediate impact. I see a bright future for this market, though it’s challenging for some companies to sustain long-term without significant resources.
Beverly Hills Magazine: Thank you for sharing your insights and experiences. It’s clear you’re passionate about quality and sustainability.
Beverly Hills Magazine: Anything final you’d like to share?
Joy Jenkins: I think it’s important to remember that beauty starts from within. I grew up with my parents saying, “Pretty is as pretty does.” Some of the most unhappy women I know are extremely beautiful but are constantly critiquing everything. It’s crucial to start with inner work, honoring our bodies with great products that elevate our mood. I want women to feel that achieving amazing skin without a glam team is possible. You can look and feel however you want, and it’s really up to each individual. I’m optimistic and committed to helping women feel beautiful both inside and out.
Beverly Hills Magazine: That’s beautiful. I love it. You know, God’s Word tells us that we are fearfully and wonderfully made, and there’s no flaw in us. Honoring our temple with natural, plant-based products that God created for us is the best way to stay beautiful and healthy. As you say, it’s about being the best version of yourself at any age.
Joy Jenkins: Absolutely.
Beverly Hills Magazine: Finally, it’s been such an honor. I can’t wait to try the products and hopefully meet you in person one day. I’m in Los Angeles, and my sister’s in Texas, so who knows? Lord willing, our paths will cross.
Joy Jenkins: Thank you so much, Jacqueline.
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