JOI, But Make It Personal: The Clean Beauty Brand Plants Roots at The Gardens Mall
If you’ve ever side-eyed the back label of your skincare and thought, “Wait, what even is that?” — you’re not alone. That exact curiosity sparked Joi, a Malaysian beauty and personal care brand that’s rewriting the rules of clean skincare. And now, the brand’s mission to make natural beauty easy, effective, and accessible has taken on a shiny new form — its very first kiosk at The Gardens Mall (LG-C3B).
For years, Joi’s cult-favourite deodorants, serums, and cleansers have lived on pharmacy shelves, quietly earning a reputation for being gentle yet powerful. But now, shoppers can touch, test, and experience the entire lineup in one place. The kiosk isn’t just a store — it’s a little haven for discovery, a space where clean beauty finally feels human again.
“Joi has always been about creating products that make people feel good while doing good for their skin. The opening of our first kiosk allows us to connect directly with our customers, offering them a space where they can discover and experience the brand in a more personal way,” said Charlotte Chua, founder of Joi.
From a Personal Problem to a Public Movement
Joi’s story started with something as everyday as deodorant — and one woman’s determination to find a better one. When Charlotte was pregnant, she began scrutinizing the ingredients in her daily products. What she found wasn’t pretty: parabens, phthalates, aluminum, and a laundry list of other chemicals that didn’t belong anywhere near the human body.
Instead of settling, she decided to make her own solution — a deodorant that was safe, natural, and actually worked. That one product became the cornerstone of Joi’s philosophy: no toxins, no nonsense, just clean formulas that deliver results.
What began as a single product has now grown into a full-fledged beauty ecosystem — from skincare and shower gels to Joi’s latest innovation: a fluoride-free natural toothpaste infused with hydroxyapatite. Yes, even your teeth can now join the clean beauty revolution.
Nature, But Make It Smart
Joi isn’t here to sell you “just natural” — it’s about smart naturals that work with your skin, not against it. Each formula is vegan, cruelty-free, and proudly made in Malaysia. Whether your skin is sensitive, dry, oily, or somewhere in between, Joi’s lineup covers all bases.
Here’s a quick roll call of some hero products you’ll find at the new kiosk:
Coconut & Avocado Cleansing Oil and Patchouli Jelly Cleanser — gentle cleansers that melt away grime without stripping the skin.
Enzyme Instant Glow Serum, powered by pineapple and pomegranate enzymes, for that just-had-a-facial kind of radiance.
Bakuchiol Skin Booster and Helichrysum Deep Moisture Face Oil, both botanical powerhouses for glow seekers.
Saffron Stem Cell Barrier Repair Cream and Eucalyptus Stem Cell Purifying Gel Cream, clinically proven to fortify and rebalance the skin barrier.
Natural Sunscreen, reef-safe and light enough for daily wear.
Signature Deodorant Roll-Ons enriched with magnesium and probiotics — and their newer sibling, the Total Body Deodorant Cream, made to eliminate odor and even out skin tone.
Natural Toothpaste, fluoride-free and safe for kids (ages 5 and up) — proof that oral care can be both gentle and effective.
The Beauty of Keeping It Real
Joi’s philosophy is refreshingly simple: clean beauty shouldn’t feel like a luxury — it should feel like second nature. The new kiosk brings that idea to life, giving customers the chance to explore products, ask questions, and get recommendations tailored to their skin and lifestyle.
For Charlotte and her team, this moment is more than just a retail milestone — it’s a full-circle moment that began with a question, turned into a mission, and now lives as a tangible experience in one of KL’s most beloved malls.
Clean beauty has never been this personal — or this accessible. And if you’re the kind of person who believes what you put on your body matters just as much as what you put in it, then Joi at The Gardens Mall might just become your new happy place.
Joi’s first kiosk is now open at The Gardens Mall (LG-C3B). Step inside, explore the collection, and rediscover what clean, Malaysian-made beauty feels like.
