The beauty of botanicals Joanna Cosmetics

the beauty of botanicals

Joanna Cosmetics is Poland’s biggest and most successful cosmetics company and a market leader in Europe. It is a fast evolving company which constantly develops new innovative products and adds many new lines to its extensive product portfolio every year. Philip Yorke reports.

The Joanna Cosmetic Laboratory was founded in 1982 in Warsaw and initially only manufactured simple haircare cosmetic products. In the early 1980s, Joanna’s products were sold directly from the company’s small local office in Warsaw. However, the political and economic transformations that took place in Poland at the turn of the 1990s created a unique opportunity for the company to dramatically expand its fortunes. Subsequently Joanna Cosmetics seized the opportunity and achieved significant success in both its domestic and foreign markets. It was subsequently able to expand into the body care products sector and more recently into the more lucrative professional product line segments.

Today, the company’s production area covers over 5,500 m². The recent major expansion of the factory, along with a new modern park for bottling machines, dispensers and equipment for bottling and packaging cosmetics, has allowed Joanna to increase its production capacity by almost forty per cent this year.

New body-care botanicals

The company recently added an exclusive new bodycare line to its product portfolio having already gained recognition for it among its many customers. Joanna constantly strives to expand its product range with new, efficient and enjoyable products which offer consumers the ability to care for the health of their whole body. This in turn allows customers to choose from a wide range of enticing, fruity aromas backed up by scientific research, and each providing a unique, sensual experience.

A fast-growing new product line is the company’s latest range of fresh naturally scented botanicals for Europe’s home spa market. These offer customers comprehensive bodycare by utilising carefully selected plant extracts that provide beneficial effects for the skin. The new series of products consists of three distinct fragrance lines, each with a different active ingredient: black rose, oatmeal, and hemp. Individual products in the botanicals range include shower gel, body balm, hand cream and skin peeling balm.

Revitalising Argan oil

The company’s unique Argan Oil line is a carefully balanced range of products designed specifically to care for hair that is dry, weak, brittle and showing split ends. It is also designed to revitalise hair which has proved difficult to restore to its natural beauty. The formulas of these latest cosmetics are based on one of the most valuable hair care ingredients on earth, Argan oil, which is also called the ‘liquid gold of Morocco.’ Argan oil is derived from organic sources and is the most valued oil in the world in terms of its special nutritional properties.

It is produced from the fruit of the Argan tree, which only grows in one place in the world – south-western Morocco. Since ancient times, Argan oil has been used for revitalising skin and hair care, and is now available in Joanna’s latest line of cosmetics and hair care products.

unique hair-care expertise

Joanna Cosmetic’s researchers are experts in the field of personal care, creating a wide range of nourishing and hair styling products for consumers. This is in addition to offering lightening, colouring and professional cosmetics products for hairdressers.

The company told Industry Europe, “We are the largest company in Poland to be focused on hair care cosmetics. Our range of products includes hair dyes, hair-styling products, shampoos, conditioners, peels, shower gels, depilatory products and professional hairdressing cosmetics. Our mission is to specialise in cosmetic products that fully meet our customers’ body and hair care needs, and to be recognised for our very high-quality products which are offered at a very reasonable price.”

“We continuously monitor the needs of our customers in order to meet their expectations in the best possible way. Our brand is known for clinically tested and proven quality, flexibility, modernity, and the brand loyalty of our clients. We constantly improve our formulas and expand our range of exciting cosmetics. Our product development team works closely with dermatologists and hairdressers alike. This means that we can be proud of the fact that our company experiences continuous year-on-year growth, thus positioning us amongst the leading cosmetics companies in Europe.

expanding global reach

Today the company has a portfolio of more than 600 products, and each year dozens of new lines are introduced to the world’s expanding and hungry markets. Joanna’s annual production capacity is now more than 50 million units, with an option for further expansion as demand grows. With an excellent level of brand awareness amongst consumers at home, Joanna is also increasing its international exports.

Only a few years ago, the company’s export sales accounted for just 8 per cent of its overall turnover. However, at the end of 2018 it was estimated to be close to 20 per cent of its annual revenues. This has been achieved through the development of high-quality products and working in close partnership with its overseas distributors.

The outstanding success of Joanna Cosmetics has also been achieved through its policy of close cooperation with its many supply-chain partners. Furthermore, it only invests in the best raw materials, which are purchased from leading suppliers throughout Europe. The company also cooperates closely with its many local, Polish suppliers. For example, its attractive packaging comes exclusively from leading Polish packaging producers, which are well known and appreciated not only in Poland, but also worldwide. n

For further details of Joanna’s latest innovative hair and body-care products visit: www.joanna.pl