The Cultural and Social Impact of Joy Kakabeeke’s Clean Beauty by Joy on Accessibility and Sustainability in the Cosmetics Industry

The cosmetics industry is increasingly focused on clean, accessible products that promote health and sustainability. Nevertheless, many consumers still struggle to find suitable and affordable products. Clean beauty entrepreneur Joy Kakabeeke is an important figure in this space; she used her personal health challenges as a catalyst for change. 

Joy Kakabeeke’s journey began years ago, marked by unexplained health issues, including fibromyalgia and allergies, contrasting sharply with her identical twin sister’s robust health. This disparity prompted intense self-reflection and research, leading her to realize that her environment might be the source of her ailments. When this realization hit, she began searching for cleaner, safer beauty products and ultimately created Clean Beauty by Joy.

A Journey from Illness to Purpose

Joy started by exploring the possible causes of her health struggles. She questioned the ingredients in her daily products, particularly cosmetics. The search for clean makeup options proved frustrating. Many brands touted natural ingredients but often lacked affordability or transparency. 

“I would find something that looked promising,” she recalls, “but then I would read the ingredient list and realize it wasn’t truly clean. Or it was priced so high that it just wasn’t accessible.” 

Ultimately, inspired rather than crushed by her struggles, and guided by faith, Joy pivoted from being a passive consumer to becoming an active creator. She made the pact to produce her makeup under specific principles: non-toxic, high-performing, and affordable.

Building a Brand Grounded in Faith and Care

In 2019, Joy launched Clean Beauty by Joy. With a patient approach, she focused on building her brand step by step without incurring debt. This approach helped her build a growing connection with customers, who appreciated the lightweight, breathable quality of her products. The brand focuses on natural, vegan, botanical, organic, and safe ingredients while keeping performance and skin health in mind. Joy describes this approach as “makeup meets skincare.” 

Joy emphasizes that the brand’s foundation is its commitment to high-quality ingredients that support skin health. 

“People love that the makeup performs well but doesn’t feel heavy,” she explains. “Your skin still looks healthy and natural, and it’s able to breathe.”

Products That Support Skin and Sustainability

Joy Kakabeeke’s brand continues to evolve (with a strong emphasis on sustainability). Initial products included a primer, liquid foundation, mascara, lip gloss, and lipstick; all offerings are designed to harmonize with the skin’s natural microbiome. 

The brand’s hero products include the Pro Prep Primer and Flawless Finish Liquid Foundation. Both are designed to work with and support the skin’s natural microbiome. The Pro Prep Primer minimizes the appearance of pores and fine lines while creating a smooth canvas for the Flawless Finish Liquid Foundation. The ingredients also help heal, soothe, and protect the skin from pollutants, free radicals, and excess blue light, embodying the philosophy of “makeup meets skincare.”

The Flawless Finish Foundation provides buildable, breathable coverage. Its formula includes ingredients that soothe and calm the skin while helping protect it from harsh weather and pollutants. Used together, the two products provide added protection against irritation and inflammation that can contribute to premature aging.

Another major aspect of Clean Beauty by Joy is its refillable packaging options, which aim to reduce waste. This was also a complex challenge that Kakabeeke had to solve with creativity and perseverance. 

“Finding eco-friendly packaging that works for a small brand takes time and creativity,” she admits. But Joy never compromised on either product performance or environmental responsibility.

Faith and Giving Back

Faith played a central role in Joy Kakabeeke’s entrepreneurial journey. It shaped her business ethos. She dedicates a portion of her revenue to ministries and charitable missions, aspiring to expand this commitment as her company grows. 

“Being able to use the business to support work that furthers God’s Kingdom is one of the most exciting parts for me,” she shares. 

Setting a Standard for Future Brands 

Today, Clean Beauty by Joy is proof of a personal journey turned into an impactful mission. Joy remains focused on offering products that promote health and beauty. She believes that everyone deserves to feel beautiful while protecting their health. Her journey also reflects a significant shift in the cosmetics industry towards more ethical and inclusive practices. Her commitment to health, affordability, and sustainability not only enhances consumer choice but also sets a standard for future brands.