Our History
A Dream of Natural Beauty
We believe beauty is more than just the outside – it’s about feeling confident, empowered and embracing who you truly are. Our story began with two friends, Rebecca and Emelie, who shared a passion for beauty and wellness and a dream to create something extraordinary.
How It All Began
Rebecca, a makeup artist with over 13 years of experience, and Emelie, a successful businesswoman, envisioned a brand that would highlight natural beauty while strengthening confidence from the inside out. With this shared vision, they founded NoJu Essentials – a name that stems from ‘Know Yourself’ and reflects our mission to empower individuals to embrace their authenticity.
The Journey to Innovation
The idea was simple but powerful: to create products that deliver real results without compromising health or well-being. Rebecca and Emelie started with a clear goal – to design a mascara with serum and an eyelash serum that nurtures and strengthens lashes, while being safe and inclusive for everyone.
What started as a vision for a single product has now grown into something much bigger. At NoJu Essentials, we are committed to constantly developing and creating beauty solutions that are practical, effective and tailored for everyone – regardless of skin type, lifestyle or routine.
Our Mission
To empower individuals to embrace their unique traits and radiate confidence every day.
NoJu Essentials Future
Rebecca and Emelie's vision is to grow NoJu into a name that people love and trust, by creating products that inspire confidence and well-being for years to come. As we continue to innovate and expand our range, our commitment to quality, care and authenticity remains at the core of everything we do.
At NoJu Essentials, we are here to help you shine – naturally.
Let your natural beauty shine with NoJu Essentials.