JooMo Ltd.

What JooMo Ltd. does

JooMo Ltd. is a privately held UK skincare company operating as a cooperative (registered under the Industrial and Provident Societies Acts, No. 31136R) and headquartered in Reading, Berkshire. Founded by twin brothers from the United Kingdom around 2010, the company develops and sells a focused line of facial and body skincare products built around a proprietary 'Skin Microbiome Technology™' platform, which it describes as 'Third Wave Microbiome Enhancing Cosmetics' designed to enhance skin microbiome biodiversity and deliver a 'microbiome reset' within two weeks. The product line consists of three core SKUs: the Microbiome Reset Cleanser + Moisturiser kit, the Natural Balancing Cleanser (marketed as the world's first 100% natural cleanser with no artificial preservatives), and a Face & Body Wash — all positioned as 100% natural and free of synthetic preservatives, targeted at consumers with problem skin.

The company operates a direct-to-consumer e-commerce model through its own storefront at joomo.coop/shop, supplemented by practitioner/bulk packages sold to beauty professionals for resale or recommendation to clients. The primary customer segment is individual consumers seeking relief from chronic or problem skin conditions; a secondary segment comprises beauty professionals and spas, exemplified by a documented partnership with Vital Plus Pty in Australia. The cooperative membership structure ('JooMo cooperative') invites consumers to take an ownership stake, differentiating the brand from conventional venture-backed or privately-held CPG competitors and aligning customer and member incentives.

Revenue is generated entirely from product sales (one-time purchases, with practitioner package pricing tiers not publicly disclosed), and the firm maintains active marketing channels including a corporate website, Facebook, Instagram, Twitter, YouTube, and Facebook Messenger. The JooMo® mark is a registered trademark. With a headcount of 1-10, no disclosed external funding, no institutional investors, and no parent company, JooMo functions as a bootstrapped, member-owned indie CPG brand with global shipping reach but minimal disclosed commercial scale.

Name

JooMo Ltd.

Legal name

JooMo Ltd.

Website

https://joomo.coop

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

JooMo Ltd. is a UK-based cooperative skincare company that develops and sells 100% natural, microbiome-focused cleansers and moisturisers direct-to-consumer via joomo.coop, targeting individuals with problem skin and beauty professionals purchasing practitioner packages.

Ownership category

akta.pro rank

Product category

Natural Skincare Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

Keywords

• Natural skincare products
• Skin microbiome cosmetics
• Microbiome enhancing cleansers
• Natural face wash
• Probiotic skincare brand

Headquarters

HQ city

Reading, England

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Skincare Product Sales: Direct-to-consumer sales of skincare products including microbiome reset cleanser, moisturiser, and natural balancing cleanser. Consumer purchases through e-commerce storefront with practitioner/bulk packages available for beauty professionals.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

JooMo Ltd. develops, manufactures, and sells 100% natural skincare products built around its proprietary Skin Microbiome Technology™. The product line includes a Microbiome Reset Cleanser + Moisturiser kit, a Natural Balancing Cleanser, and a Face & Body Wash, all formulated without artificial preservatives and designed to enhance skin microbiome biodiversity. Products are sold direct-to-consumer through the company's own e-commerce storefront, with practitioner packages available for beauty professionals to test and recommend to their clients.

Product overview

JooMo Ltd. is a skincare company offering a focused product line built around its proprietary Skin Microbiome Technology™ platform. The core portfolio consists of the Microbiome Reset Cleanser + Moisturiser kit, the Natural Balancing Cleanser, and a Face & Body Wash—all positioned as 100% natural products with no synthetic preservatives. These products work together as a skincare regimen targeting problem skin and microbiome restoration. The company markets itself as World Leaders in Skin Microbiome Biodiversity, with products sold directly through their online shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Microbiome Reset Cleanser + Moisturiser A two-product kit combining a microbiome reset cleanser with a moisturiser, designed to restore and balance the skin microbiome using the company's proprietary Skin Microbiome Technology™ for consumers seeking relief from problem skin and microbiome restoration.
• Natural Balancing Cleanser A 100% natural face and body wash that balances the skin microbiome without artificial preservatives, claimed to be the world's first 100% natural cleanser with clinically proven microbiome enhancement.
• Face & Body Wash A 100% natural face and body wash product that enhances the skin microbiome while avoiding artificial preservatives, suitable for all skin types and intended for problem skin.
• Practitioner Packages Bulk/distributor packages of JooMo skincare products offered to beauty professionals who test, recommend, and resell the products to their clients as part of professional beauty services.

Quantifiable outcome

• Enhanced Skin Microbiome in 2 Weeks

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Vital Plus PtyminorChannel Partner/ Reseller/ DistributorBeauty professional distribution partnership. Frank Sellam, Director of Vital Plus Pty, provides testimonial about practitioner packages, indicating they purchase and resell/recommend JooMo products to their beauty service clients.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• CeraVe: L'Oréal-owned mass skincare brand built around ceramides and a developed-with-dermatologists microbiome-aware narrative. Comparable positioning around barrier and microbiome health for problem skin, but at significantly larger scale and retail penetration.
• Bioderma (NAOS): NAOS-owned dermo-cosmetic brand with microbiome-respecting lines (e.g., Atoderm, Sensibio). Comparable in addressing problem/sensitive skin with biology-led formulations, though distributed globally across pharmacy and retail.
• La Roche-Posay: L'Oréal-owned dermo-cosmetic brand with microbiome-research-backed lines (e.g., Lipikar) targeting sensitive and problem skin. Comparable in targeting sensitive/problem skin with clinically validated claims, but vastly larger in scale and global retail reach.
• Dr. Jart+: Estée Lauder-owned Korean skincare brand featuring biome/ferment-based formulations (Cicapair line). Comparable in combining microbiome-oriented ingredients with a modern DTC and premium retail presence.
• Aveeno: Established mass-market skincare brand (Johnson & Johnson) with a Biome/prebiotic product line leveraging oat-based microbiome science. Overlaps with JooMo on microbiome-friendly cleansers but operates at significantly larger scale with broad retail distribution.

Direct peers

• Tula Skincare: US probiotic skincare brand founded by a gastroenterologist, selling cleansers, moisturizers and treatments across DTC and select retail. Comparable microbiome-friendly positioning, broader SKU range, and similar problem-skin and natural-leaning customer base.
• Mother Dirt: US-based DTC skincare brand built around skin and gut microbiome science, offering AO+ Mist and biome-friendly cleansers. Closely comparable to JooMo's microbiome-enhancing, 100% natural positioning targeting problem-prone skin.
• Gallinée: UK-/Europe-based microbiome skincare and bodycare brand acquired by Unilever, with a focus on probiotic and prebiotic formulations. Direct conceptual competitor to JooMo in the skin microbiome category, though now operating inside a major incumbent.
• LaFlore Probiotic Skincare: Boutique DTC probiotic/microbiome skincare brand focused on facial cleansing and treatment products. Comparable to JooMo in target customer (problem-prone skin), DTC model, and microbiome-led product philosophy.

Regional players

• Yardley London: Heritage British skincare and bath brand offering natural-leaning soaps, cleansers, and body washes in UK retail. Comparable to JooMo in the UK natural bodywash/cleanser category, but operates primarily via mainstream retail rather than DTC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xtwitter.com/joomoskinhealth
• YouTubeyoutube.com/channel/UCGbq0jlDO7HEvcuWdGV0XPQ
• Facebookfacebook.com/GoJooMo
• Instagraminstagram.com/joomoskinhealth
• LinkedInlinkedin.com/company/joomo-ltd-trulynatural

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JooMo Ltd.