Joah’s vibe is “unapologetically girly and feminine,” said DeVita-Goldstein, but with sophistication. Unlike K-beauty skin products loaded with unique, albeit sometimes bizarre ingredients, DeVita-Goldstein said Joah was created for performance. “We didn’t create a medley of ingredients and sprinkle them into the products. We didn’t feel that was necessary for color cosmetics. It was more important to create the highest performing products, rich color paydown, easy to understand, easy to use and good for your skin. In addition, Joah offers eye-catching packaging and engaging names such as, I’m Your Jelly Bae Matte Gel Lipstick and Selfie Ready Setting Spray.”