JOIK
JOIK is an Estonian direct-to-consumer brand that develops and sells COSMOS-certified natural and organic skincare, bodycare, makeup, and home fragrance products with proprietary packaging, selling across 40+ countries primarily via its own e-commerce platform.
- Company typePrivate
- Founded2011
- HeadquartersSaku, Estonia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What JOIK does
JOIK is an Estonian direct-to-consumer natural and organic cosmetics brand that develops, manufactures, and sells skincare, bodycare, makeup, and home fragrance products. The company's core technology centers on COSMOS-certified natural formulation, using Estonian birch sap and Nordic superberries (cloudberry, sea buckthorn, lingonberry) as differentiating ingredients, combined with proprietary packaging innovations including airless bottle technology and double-chambered serum packaging that preserves ingredient potency. Product lines span Re-Boost Collagen (anti-aging with plant-based bio-retinol from Bidens Pilosa), Re-Boost Glow (brightening with AHA/BHA/PHA acid complex and 15% vitamin C serum), Moisture Magnet (deep hydration), Sunless Tan (facial drops, mist, and body foam formats), plus makeup, body care, deodorants, and home fragrance collections. All products are manufactured using 100% green energy and carry Ecocert Greenlife certifications, with vegan and cruelty-free designations across the portfolio.
The company operates a product-led growth model selling primarily through its own e-commerce platform joik.eu, complemented by marketplace listings and physical retail presence across 40+ countries spanning Europe, Asia-Pacific, and North America. Domestically in Estonia, JOIK leverages an extensive pickup point network (SmartPosti, Omniva, DPD) and operates a factory store in Laagri/Saku vald. Revenue mechanics include one-time unit purchases (€4-40+ price range), gift card sales, and a loyalty program offering 10% discounts to drive repeat purchasing. Marketing is concentrated on Instagram (@joik_official), blog content, email newsletter, community events (such as LHV Maijooks), and purpose-driven campaigns (Pink Ribbon partnership). Target customer segments include health-conscious natural-skincare consumers, men's grooming buyers, parents seeking gentle children's bodycare, home fragrance enthusiasts, and gift purchasers, with horizontal segmentation across these personas.
JOIK firmographics
Firmographics- Name
- JOIK
- Legal name
- JOIK
- Website
- https://joik.eu
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- JOIK is an Estonian direct-to-consumer brand that develops and sells COSMOS-certified natural and organic skincare, bodycare, makeup, and home fragrance products with proprietary packaging, selling across 40+ countries primarily via its own e-commerce platform.
- Ownership category
- akta.pro rank
JOIK industry classification
Industry- Product category
- Natural and Organic Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industries
- Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH), Sunscreen (Body) (CRABAHAB)
Keywords
Where JOIK is headquartered
LocationHeadquarters
- HQ city
- Saku
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
JOIK business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via own e-commerce platform (joik.eu) with product categories spanning skincare, makeup, bodycare, and home fragrances
- Loyalty Program Subscriptions: Loyalty program offering 10% discount to registered customers, driving recurring purchases and customer retention
- Gift Cards: Gift card sales providing flexible gifting options across all product categories
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with outlet discounts |
| Subscription | Annual | Loyalty program membership |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
JOIK product offering
Product offeringCore offering
JOIK produces and sells certified natural and organic cosmetics including skincare (anti-aging Re-Boost Collagen, brightening Re-Boost Glow, hydration Moisture Magnet), self-tanning products, body care, makeup, and home fragrances (candles, diffusers, room sprays). Products are COSMOS Organic or COSMOS Natural certified by Ecocert Greenlife, predominantly vegan and cruelty-free, and sold primarily through the company's own direct-to-consumer e-commerce platform at joik.eu with shipping across 40+ countries.
Product overview
JOIK is an Estonian organic skincare and beauty brand offering a comprehensive portfolio of certified natural and organic cosmetic products. The main product lines include Re-Boost Collagen (anti-aging with collagen-boosting formulas), Re-Boost Glow (brightening with AHA/BHA/PHA acids and vitamin C), Moisture Magnet (deep hydration), and Sunless Tan (self-tanning). Additional offerings span makeup, body care, home fragrances, and gifts. Products are COSMOS Organic or COSMOS Natural certified by Ecocert Greenlife, with many items being vegan and cruelty-free. The brand sells directly through its e-commerce platform with shipping across Europe and a physical factory store in Estonia.
Differentiator
Problem solved
Functional benefit
Brands
- JOIK Organic: Certified organic skincare and bodycare product line with COSMOS Organic certification, vegan formulations, and cruelty-free standards
- JOIK Home & Spa
- Re-Boost Collagen
- Re-Boost Glow
- Basil & Mint
- Smooth & Tan For Summer
- Parfumerie Collection
Products and services
- Re-Boost Collagen
Quantifiable outcome
- 23% reduction in pigment spots after 4 weeks of daily vitamin C serum use
- +3 more outcomes
Companies that use JOIK
Customer profileSegments5 records
Ideal customer profiles4 records
JOIK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
JOIK partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- Itella (SmartPost)minorLogistics and parcel delivery partner providing SmartPost parcel machine network across Estonia for order fulfillment and delivery convenience
- OmnivaminorEstonian postal service providing Omniva parcel machine network for order pickup and delivery across Estonia
- DPDminorEuropean parcel delivery service providing DPD pickup point network across Estonia for flexible delivery options
- Estonian Breast Cancer Association (Pink Ribbon Campaign)minorAnnual participation in Pink Ribbon Campaign during Breast Cancer Awareness Month, supporting early detection awareness
- LHV Maijooks EventminorPartnership with major women's running event in Estonia, featuring JOIK booth presence with product sampling, special offers, prize draws
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
JOIK competitors and assessment
Company assessmentDirect peers
- Lumene: Finnish skincare and color cosmetics brand built around Nordic botanical ingredients (birch sap, Arctic berries). Closely comparable product story, certification stance, and geographic base to JOIK.
- Tan-Luxe: Self-tanning specialist brand built around drop-based and mist self-tan formats. Closely comparable to JOIK's Sunless Tan Drops and Self Tan Facial Mist range from a product format and category perspective.
- Natura Siberica: Natural and organic cosmetics brand with origins in the Baltic/Russian region, featuring wild-harvested botanical ingredients. Comparable clean-beauty positioning and similar self-tanning and bodycare offerings.
- Bondi Sands: Global self-tanning brand with broad retail distribution across Europe and Australia. Comparable to JOIK's self-tanning portfolio (foams, drops, mists) though operating at much larger scale and without organic certification.
- MADARA Cosmetics: Latvian natural and organic skincare brand with similar COSMOS-certified positioning and a comparable Baltic-region heritage. Overlaps directly with JOIK on organic skincare, bodycare, and a shared Northern European botanical narrative.
- Tata Harper: Premium clean beauty brand focused on natural, non-toxic, and high-performance skincare. Directly comparable on premium price points, ingredient transparency, and direct-to-consumer go-to-market.
- Herbivore Botanicals: Clean beauty brand offering naturally derived skincare across face and body. Comparable on premium DTC positioning, natural ingredient storytelling, and similar price points to JOIK's hero SKUs.
Broad incumbents
- Weleda: Swiss natural cosmetics and personal care incumbent with certified-natural product lines, broad retail distribution, and a global brand. Shares the natural/botanical formulation stance and includes skincare, bodycare, and deodorants comparable to JOIK.
- Dr. Hauschka: German natural cosmetics pioneer with certified-organic skincare and a much broader global distribution footprint. Overlaps on natural formulation philosophy and premium positioning, but operates at substantially greater scale.
Emerging players
- Ere Perez: Australian natural makeup and skincare brand with a similar plant-based formulation philosophy and DTC + retail mix. Overlaps with JOIK on the natural makeup and clean beauty positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
JOIK social profiles
Digital presenceJOIK compliance and trust
Trust signalCompliance13 records
JOIK financial estimates
Financial estimateRevenue estimate
Valuation estimate
JOIK leadership team
Management profileNumber of profiles
Profiles1 record
JOIK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JOIK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about JOIK
What does JOIK do?
JOIK produces and sells certified natural and organic cosmetics including skincare (anti-aging Re-Boost Collagen, brightening Re-Boost Glow, hydration Moisture Magnet), self-tanning products, body care, makeup, and home fragrances (candles, diffusers, room sprays). Products are COSMOS Organic or COSMOS Natural certified by Ecocert Greenlife, predominantly vegan and cruelty-free, and sold primarily through the company's own direct-to-consumer e-commerce platform at joik.eu with shipping across 40+ countries.
Is JOIK a public or private company?
JOIK is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was JOIK founded?
JOIK was founded in 2011. It employs 11 to 50 people.
Where is JOIK based?
JOIK is headquartered in Saku, Estonia, in the Europe region.
How does JOIK make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are loyalty Program Subscriptions and gift Cards.
Who are JOIK's main competitors?
Direct peers on record are Lumene, Tan-Luxe, Natura Siberica, Bondi Sands, MADARA Cosmetics, Tata Harper and Herbivore Botanicals. Broad incumbents are Weleda and Dr. Hauschka. Ere Perez is listed as an emerging player.
Does JOIK have an API?
No public API is recorded for JOIK.
What industry is JOIK in?
JOIK's product category is Natural and Organic Cosmetics. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of HSALAJAH, Sunless Tanning Product Retail (Self-Tanners/Branded Products). Its NAICS code is 456120 and its SIC code is 2844.