Consumers Prefer JOAH Over the #1 Selling Products

JOAH, a leading affordable Korean beauty brand voted most preferred mascara, primers, gel eyeliner, and brow pencil

JOAH, a cruelty-free, innovative cosmetics brand born from K-beauty, has put its high-performance formulas to the test. Its going head to head against the #1 selling prestige counterparts. Independent blind testing, surveying 100 women in the U.S., has revealed that JOAH not only beat the #1 prestige products but also comes out on top as “Better than the Best”. With the most preferred products in categories including mascara, gel eyeliner, brow pencil and primers.

JOAH continues to pride itself on bringing premium-quality, affordable products to the market. Moreover, it has been proven with its “Better Than The Best” distinguished products including 

  • Lash Uprising Volumizing & Lengthening Mascara
  • Instant Prime Activator Hydrating & Brightening Primer
  • Pore Deactivator Pore Minimizing & Mattifying Primer
  • Brow Down to Me Precision Brow Pencil
  • Make Her Gel-ous Gel Eyeliner
Why JOAH Lash Uprising Volumizing & Lengthening Mascara is Better Than the Best:
  • Preferred over the #1 prestige mascara* 
    • Thicker lashes 
    • More length 
    • Better definition 
    • Also, more beautiful lashes
  • 3 out of 4 women saw bold, full, clump-free volume** 
  • 96% saw visibly lifted, longer-looking lashes** 
  • 100% saw more defined and beautiful lashes** 
  • 96% saw no fallout**
*Based on a usage study with 100 U.S. women in Oct. 2019 in comparison to the #1 selling mascara from NPD Group, Inc/U.S. Prestige Beauty Total Measured Market Makeup Sales, 1H 2019.
**In a consumer test for LASH UPRISING Washable Mascara
  • High impact ultra-volumizing formula 
  • Ultra-light, buildable formula 
  • Balloon Air Powder Complex delivers weightless volume for all day comfort 
  • Dramatically lengthens, lifts, conditions & strengthens lashes 
  • Free of Parabens and Phthalates
All JOAH products are available at and select CVS stores across the U.S.