JOAH – The Concept

Say Hello to JOAH – The Korean Beauty Brand exclusively available in the UK through MeAmora.

JOAH believes beauty begins with healthy skin. We use efficacious, high-quality skincare ingredients to craft makeup that boosts skin health at the same time as it helps you showcase your own unique beauty.

New Additions….

Glow Liquid Highlighter

This peptide-infused formula can be used two different ways to bring out your brilliance.

The silky, sheer liquid goes on smoothly and imparts a pearlescent glow either concentrated for contouring or all-over for a dewy finish. Lightweight, buildable and long-wearing.

Infused with Peptides and Elastin Extract for youthful and plump looking skin
Silky, smooth formula feels comfortable and hydrating on the skin. Soft, doe-foot applicator for effortless application
Lasts all day without fading, creasing, or settling into fine lines
Versatile formula can be worn alone, under foundation, over foundation, or mixed into foundation for all over radiance
Cruelty-free
Free of Parabens, Phthalates, SLS, Formaldehyde, Nuts, Coal Tar Dyes, DEA related ingredients, and Triclosan

How to use –

Apply directly onto areas you want soft, lit from within radiance or mix with your favorite foundation or skincare product. Blend with fingertips, sponge or brush.

Loose Setting Powder

Loose setting powder designed with a breathable formula to set makeup for a comfortable, all-day matte wear that leaves a smooth and natural finish.

Lightweight formula:

Non-drying, breathable formula provides all-day comfort.
Oil control: Controls oil production for a lasting shine-free look.
Smooth finish: Leaves skin feeling soft and silky for an enhanced appearance.
Tidy application: Built-in sifter helps you dispense an ample amount of powder with no mess.
Gluten-free, vegan, and cruelty-free

How to use –

Use after applying liquid and cream complexion products.
With a powder brush, powder puff, or beauty sponge, dip into the product container.
Tap off any excess powder before application.
Gently apply powder, focusing on your oil-prone areas.

Kohl Eyeliner

Our ultra-smooth retractable eyeliner comes with two built-in tools to help you customise your waterproof eye makeup look.

With a smudge brush and sharpener. This pigmented formula is infused with Argan Oil to nourish your skin as it effortlessly glides along your lash line.

3 Shades to choose from Blackest Black, Charcoal, Smokey Brown
Smooth-gliding formula: Infused with Argan
Oil, this eyeliner boasts a silky pigmented formula that avoids pulling or
tugging the skin.
Long-lasting waterproof wear: Our long-lasting
formula is transfer-proof and waterproof.
Built-in tools: An angled smudging sponge and
a sharpener are conveniently stored in this eyeliner’s cap

How to use –

Apply the eyeliner along the lash line.
Use the sharpener to refine the tip of the eyeliner for a slender cat eye, or reach for the smudge brush to create an alluring smokey eye.
Remove with your preferred makeup remover

JOAH Volumising & Lengthening Mascara

Balloon Air- Powder

Infused with an innovative Balloon Air Powder Complex, this unique Korean technology features hollow powders that allow buildability and coat your lashes without clumping, delivering lightweight, enhanced lash volume and length without fallout.

High-impact formula: buildable Balloon Air Powder Complex maximizes all-day volume, length, and lift without clumping.
Ultra-precise applicator: anti-clumping brush coats and separates each individual lash for a fanned-out, fluttery look.
Eye enhancing: achieve a deep lash color with this rich, ultra-black formula.
Safe for sensitive eyes: paraben and phthalate free
SLS-free, gluten-free, nut-free, and cruelty-free
3 out of 4 women saw bold, full, clump-free volume**
96% saw visibly lifted, longer-looking lashes**
100% saw more defined, and more beautiful lashes**

How to Use –

Swipe mascara from root to tip, coating each lash evenly.
Apply additional coats for extra volume, build as desired.
Apply to lower lashes for a complete eye-opening effect

*In a consumer test for the Volumizing & Lengthening Mascara

JOAH Simplifeyed Quad

Creating stunning eye looks just got simplified. With four silky shadows in each set, you can effortlessly mix, match and blend together. Highly pigmented, the long-lasting formula will carry you through the night. Mix the matte and shimmer to match your mood and create a variety of different looks for daily use. This product comes in a compact travel-friendly case.

Choose from 3 different Quads

Highly pigmented, long-lasting formula
Mix of matte and shimmer to match your mood and create a variety of different looks for daily use
2 matte and 2 shimmer shades
Compact, small case perfect for travel
Cruelty-free

How to use –

For best results,

Apply eyeshadows with an eyeshadow brush or your fingers
Use darker shades in the outer corner and blend into crease
Place lighter shades on the inner corner and brow bone to highlight
Add shimmer shades to the centre of the lid

Let’ take a closer look at The Rituals

The JOAH capsule collection is made up of three rituals – Glass Skin – Soothing Touch – Soft Make -up

The Glass Skin Ritual

The obsession with K-skincare started with ”glass skin”, skin so dewy, it’s almost reflective. In Korea glass skin was the ideal and promoted “healthy-looking” and “luminous skin standards”. Everyone wanted to have healthy skin, and Korean skincare has played a critical role in this mindset.

Kkeun Collegen Cream

Named for its stringy texture (kkeun, meaning “string” in Korean), this lightweight, non-sticky innovative K-Beauty cream with a thread-like texture effortlessly melts into skin for a plump, glowing, hydrating finish

Infused with Niacinamide, Collagen, and Adenosine to fight the appearance of wrinkles, smooth skin, and soothe.
Provides a hydrated, plump, and glowy finish
Fast-absorbing thread-like texture with a non-sticky, lightweight formula
Enhances skin tone and texture while firming for a refined glow

How to use –

After using cleaners, toners, and/or serums, apply to the face and neck in the morning and evening.
Work in to the skin using a gentle tapping motion

Lash Thickening Serum

JOAH Lash Serum nourishes lashes with Biotin to build stronger, thicker, visibly fuller lashes while vitamin B5 hydrates and conditions to boost definition and prevent brittleness

How to use –

Apply on clean lashes; swipe a thin layer on the root of the lash line.
For additional results, apply to the root of the lower lash line as well.
Use 1-2 times daily for 4-6 weeks, then 2-3 times weekly for maintenance.
Avoid contact with the immediate eye area. If contact occurs, rinse thoroughly with water.

Luminous Skin Tint Stick

This dewy, multi-tasking base and luminiser gives you that healthy, lit from within glow. Use it as a radiant primer for foundation, alone to add a slight radiant shimmer, or as a glowing, glass skin highlighter. Formulated with skincare in mind, it’s sheer, buildable coverage that cares for your complexion.

Infused with 3% Luminizing Peptide, clinically proven to transform your complexion in 6 weeks for clearer, smoother skin*
Vegan

How to use – Find the perfect shade by using FINDATION. This application can be found on the Luminous Skin Tint Stick product page of your MeAmora Website

For a natural, everyday look: wear alone for a dewy glow and luminous skin finish.
For the perfect canvas: use underneath foundation to tone, blur and prep.
For an illuminating finish: use on top of foundation with a shade that is one or two shades lighter than your natural skin tone Use multiple shades to contour and highlight around the face.

*In a clinical study for 3% Luminizing Peptide

Soothing Touch Ritual

Nicknamed ‘tiger grass’ in Korea, CICA is said to have healed wounded tigers after battle. Today, the gentle, yet powerful plant is used to soothe sensitive skin, reduce the look of redness, restore the moisture barrier and protect from future damage over time for a healthy-looking complexion.

Cooling Powder Cleanser

This cleanser is super cool! Fresh from the JOAH laboratory in Seoul, Korea. It’s that new it still has it’s lab coat on!

The Cooling Powder Cleanser offers a refreshing and gentle exfoliation. This pH-balanced powder cleanser mildly removes debris with its invigorating formula – infused with exfoliating enzymes and cooling Urea. Conveniently carry this powder cleanser with you, whenever you’d like to freshen up on-the-go.

Cools on contact: This formula contains Urea that delivers a cooling sensation as you cleanse.
Gentle exfoliation: The enzymes provide a gentle exfoliation that cleans debris from skin.
Supports balanced skin: This cleanser has a pH value of 5.5 to help maintain balanced skin.
Vegan and cruelty-free.

How to Use:

Pour a quarter size amount of powder into palms.
Add a few drops of water to the powder.
Rub hands together to create a soft foam.
Massage the mixture in circular motions onto the skin.
Rinse thoroughly with water.
Continue with the remainder of your skincare routine.
Use daily, day or night.

Soothing Toner Pads

Infused with a staple K-Beauty ingredient

Each pad contains Centella Asiatica Extract, also known as Cica. The beloved ingredient has been infused into Korean skincare formulations for generations due to its soothing, redness neutralizing, and acne-preventing properties.

Dual-sided embossed Biodegradable 100% cotton pads

Each pad has a smooth side and an embossed
side. The smooth surface helps to distribute the chemically exfoliating
formula. The embossed pattern offers a gentle physical exfoliation.

Dual-purpose pads

These pads can be swiped all over the face and
neck for a brief exfoliating session — or used as a 10-to-15 minute treatment
to further nurture the skin.

Dermatologist tested

How to use –

As a quick exfoliating session

On clean skin, gently swipe the embossed side all over the face while avoiding the eyes.
Then, gently swipe the smooth side all over the face while avoiding the eyes.
Lightly tap any excess product into the skin.
Continue the remainder of your skincare routine.
Use daily, day and night, after the cleansing step of your skincare routine.

To use as a leave-on treatment

On clean skin, apply a pad to each cheek and your forehead.
Leave the pad on your face for 10 to 15 minutes.
Once time is up, swipe pads all over the face to distribute any remaining serum.
Gently pat skin until fully absorbed, or let the serum air dry.

Cooling Gel – Cream Sheet Mask

Indulge in a moment of soothing selfcare. Nurture your skin with our calming and cooling cotton sheet mask. Infused with Centella Asiatica, Ginger Root Extract, Peppermint Leaf Extract, and Xylitol, our nourishing gel-cream formula gives your skin a moisturized natural glow in 15 minutes.

•Soothing formula: Infused with Centella Asiatica, Ginger Root Extract, Peppermint Leaf Extract, and Xylitol to calm skin and reduce the look of redness.

•Biodegradable: This biodegradable perforated sheet mask is made of 100% cotton.

•Lightweight moisture: Our mask’s gel-cream formula effortlessly absorbs into the skin for a comfortably moisturized feel.

•Dermatologist tested.

•Vegan and cruelty-free.

How to Use: 

Unfold the sheet mask.
Apply on clean skin.
Leave on for 10 to 15 minutes.
Once time is up, remove the sheet mask.
Gently pat remaining gel-cream into your skin until fully absorbed.
Use 2 to 3 times a week, day or night, for optimal results.

Blemish Spot Patches

The Blemish Spot Patches form a seal to heal blemishes. They work hard to visibly reduce the look of blemishes with our soothing hydrocolloid patches. Infused with Centella Asiatica Extract and Tea Tree Extract, each ultra-thin beveled patch extracts debris and white heads in one six-hour session.

Forms a healing seal: The hydrocolloid polymer technology in each patch creates a longwearing waterproof seal around your blemishes. This prevents picking as the soothing ingredients reduce the appearance of your blemishes.
Effectively shrink blemishes: Beloved Korean skincare ingredient, Centella Asiatica Extract visibly reduces the look of redness while Tea Tree Extract helps minimize spots.
Blends in with your complexion: The ultra-thin spot patch design melds with your natural complexion for undetectable blemish care.
Two sizes, one pack: Each pack contains a total of 39 patches — 24 pieces of 10 mm patches and 15 pieces of 12 mm patches.
Cruelty-free.

How to use –

Peel to apply the sticky side of the patch onto clean dry skin.
For best results, wear for at least 6 hours.
These patches can be used under makeup.

Cooling Gel Mist

This innovative gel-to-mist formula is clinically proven to cool skin* and provide a quick hit of hydration, while reducing the look of redness with a calming blend of Centella Asiatica, Mint, and Aloe Vera extract.

Infused with Centella Asiatica, Aloe Vera, and Mint to cool and calm the skin
Perfect for sensitive skin and all skin types
Non-greasy, fast absorbing
Mist alone to prep skin, or over makeup as a refresher

*In a clinical study for the Calm Cooling Gel Mist

How to use –

Shake well and mist 2-3 times, from 6 inches away.

Post workout: Mist onto clean skin after strenuous activity to cool down the skin, calm redness and hydrate. Follow with the rest of your makeup routine.
Over Makeup: Mist over makeup to refresh your look as your skin begins to overheat, or become dry.
Redness-Prone Skincare Routine: Wash with the Cooling Powder Cleanser, follow with the balancing Toner Pad to, mist the Cooling Gel Mist to hydrate, finish with the Kkeun Collagen Boosting Cream.

Soft Make – Up Ritual

Minimalist makeup or ‘Korean soft makeup’ has earned its acclaim for its gentle, natural grace, highlighting features instead of concealing them—a pristine visage kissed with a hint of radiance.

Hydrating Eye Serum Concealer

Not just for under-eye use!

This multi-tasking, skincare-infused concealer improves hydration as it enhances the look of skin.

Eliminating the look of dark circles, puffiness, and fine lines as it delivers creamy, buildable, anywhere-you-need-it coverage. Formulated with Ceramides and Peptides, skin is nourished so you glow with and without it.

Infused with hydrating Ceramides
Infused with firming Peptides
Conceals dark circles, fine lines & imperfections
Reduces puffiness

97% saw brighter under eyes*
92% saw the appearance of dark circles disappear*
92% said the concealer hid imperfections*

*In a consumer study on 100 participants for Hydrating Eye Serum Concealer

How to use – Find the perfect shade by using FINDATION. This application can be found on the Serum Concealer product page of your MeAmora Website

Twist the bottom to bring more formula to the tip of the cushion brush.

To brighten under eyes, apply a few drops near the corner of eye and blend in with finger, brush or sponge. Apply a thin line from the corner of eye moving upward and blend to create a lifted look.
To conceal blemishes, apply the tip directly onto the spot and lightly blend in.
To contour, draw the brush directly onto skin and lightly blend with finger, brush or sponge

Water Colour Velvet Lip Tint

Lip Tint on different skin tones

Weightless formula, lasting color. This hydrating lip tint glides on as a lightweight liquid — and sets with a velvet matte finish. With its lightweight serum texture, our tint delivers long-lasting color that keeps lips comfortably moisturized for hours. Swipe on one layer for a natural tint or add more layers for a bold hue.

Innovative serum-to-velvet formula: As this lip tint dries down, it shifts from a glossy lightweight serum to a pigmented velvet-matte finish.
Nourishing formula: The infusion of Vitamin E, aqua capsules, and Cupuaçu Butter keep lips comfortably moisturized all day, or night. Aqua capsules to hydrate, prime, and add color to your lips upon application. Beneath the surface, Vitamin E and Cupuaçu Butter maintain your plush pout.
Provides budge-free color: Once set, this lip tint delivers a transfer-proof non-sticky color

How to use –

Apply a thin layer of lip tint to bare lips.
Wait 10 to 15 seconds for the product to dry completely.
Leave as is or apply another layer for a bolder hue

Perfecting BB Cream

Perfecting BB Cream infused with active 2% Niacinamide, 3-Layer Hyaluronic Acid, and Malachite Extract delivers a buildable and natural finish while effectively covering blemishes, boosting hydration, and shielding skin from pollution.

Nourishing formula: features 2% Niacinamide to brighten & even skin tone, Hyaluronic Acid to hydrate, and Malachite Extract to shield against free radicals such as UV rays, pollution, and smoke.
Great for all skin types: Lightweight & breathable with buildable coverage evens and blurs while nourishing skin.
Gluten free and cruelty-free. Free of parabens, phthalates, SLS, and formaldehyde. Free of nuts, coal tar dyes, DEA related ingredients, and triclosan
Start by applying a pea-size amount of the BB cream. Evenly blend with fingers or buffing brush, build coverage as desired. For extra coverage, layer concealer on targeted areas such as blemishes or dark circles. Apply setting spray for a long-lasting transfer-proof finish.

How to use – Find the perfect shade by using FINDATION. This application can be found on the BB Cream product page of your MeAmora Website

Start by applying a pea-size amount of the BB cream. Evenly blend with fingers or buffing brush, build coverage as desired. For extra coverage, layer concealer on targeted areas such as blemishes or dark circles.

Brow Pencil & Gel

Achieve naturally defined brows with this versatile 2-in-1 pencil and gel. The soft, triangular tip mimics natural hair growth for precise shaping and filling, while the lightweight, non-sticky gel holds your brows in place all day

Versatile & customizable: Soft, triangular tip allows precise shaping and filling with natural hair-like strokes. Create sculpted or fluffy brows with ease.
Long-lasting hold: Lightweight, non-sticky gel provides a stronghold for all-day wear.
Water-resistant & smudge-proof: Brow pencil and gel withstand sweat and water for flawless brows.
Vegan, gluten-free, nut-free, and cruelty-free.

How to use –

Get great brows…

Top Tip Guide

Understanding the basic anatomy of your eyebrows is key to finding the right shape. Here’s a quick guide:

Start Point: Hold the pencil vertically alongside your nose. Where it meets your brow is where your eyebrow should start.
Arch: Angle the pencil from the tip of your nose through the centre of your pupil. The spot where it crosses your brow is where your arch should be.
End Point: Move the pencil to align with the outer corner of your eye. This is where your eyebrow should ideally end
Draw the Bottom Line: Using your eyebrow pencil, lightly sketch a line along the bottom edge of your brow, starting from the inner corner and working towards the tail. This will serve as your guide.
Draw the Top Line: Next, create a line along the top edge, following your natural arch, and connect it to the tail.
Fill Sparse Areas: Use short, feathery strokes to fill in sparse areas, mimicking the direction of your natural hair growth. Focus more on the tail for a natural look and less on the inner corners.
Blend: Gently blend the pencil strokes with a spoolie brush to soften the lines and create a more natural appearance
Define the Arch: If you desire a more defined arch, slightly darken the area with additional strokes.
Clean Up: Use a concealer or highlighter along the edges of your brows to sharpen and define the shape further. Blend well to avoid harsh lines.
Apply The Gel: Use the gel to set your hair and add extra definition. Sweep the gel in upward motions for a natural lift.
Final Touches: Reassess your brows in natural light and make any final adjustments with your pencil