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Our story


JOIK brand was born in 2005, in Estonia. In 15 years one woman’s dream has blossomed into internationally recognized brand with wide product range, loved both in birth country Estonia, as well as in many export countries.

Born and raised in Estonia, JOIK is constantly inspired by the magnificent Estonian nature. We combine the best natural ingredients with modern science, design and Nordic skin care traditions. We never compromise when it comes to our main values. We’re natural and caring for nature, responsible and sustainable and we put a great emphasis on beautiful design- For years we’ve collaborated with Estonian designers and artists, which is visible both in our product design as well as in our yearly limited releases.

Our brand and company have enjoyed a very logical and natural growth. In some ways it’s a story of many firsts. We were the first ones in Estonia to start selling natural wax candles, first Estonian cosmetic company to offer advent calendar and first one to acquire COSMOS certification to a whole JOIK Organic brand product range.


Our values.  JOIK main values are being efficient and honest, natural and caring for nature and creating emotions. We make sure that our products are effective and do what they promise. We add exactly as much active ingredients, so your skin is thankful. We want to offer everyone a wonderful moment in their day to enjoy a beautiful and great-smelling product, knowing that both your skin and our environment are thankful.


Our name. The name JOIK comes from the word „joik“ – the ancient singing style of nature-loving Sami people. Joik is a unique form of cultural expression, conveying emotions and describing people, animals and nature. Joik carries on traditions but is at the same time in constant development and in line with contemporary world. JOIK as a brand is similar - we treasure old knowledge of using nature for our wellbeing and health, but we evolve constantly and create products that combine best natural ingredients with modern science and create positive emotions.

Our customer. Our customer is a strong independent woman, who knows her value. She cares for herself, but is not self-centered. She believes that everybody can make a difference. She values natural, she does not want to become someone else, but emphasize her strenghts. She looks for a beauty product that is effective and believes nature is powerful. But she also likes to be pampered – she likes small treats, hedonistic moments, time for herself, emotions from nice things and good scents. A guilt-free pleasure.


Our brands

JOIK is divided into two brands: JOIK Organic range holds face and body care products certified according to COSMOS standard by EcoCert. JOIK Home & spa range holds wide selection of scented soy wax candles, room fragrances and several natural home spa products, which are also classified as natural cosmetics and are least 97% of natural origin.



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