Joud Beauty

Packaging

Joud Beauty’s packaging shows minimal sustainable design features and relies primarily on conventional materials. Most products (lip glosses, serums, mascara, deodorant roll-ons) are packaged in plastic tubes or bottles, and there is no evidence of recycled content, compostable materials, or refillable systems.

Ingredient Sustainability

Joud Beauty performs strongly in the sustainability of its ingredients, emphasizing natural and renewable materials across its product range. Their Natural Guard Deodorant is composed of water, aloe vera juice, plant oils/extracts (jojoba oil, green tea, centella, witch hazel), and Zinc Ricinoleate (castor oil-derived odor absorber). These ingredients are generally low-impact. Other ingredients like organic castor oil, beeswax, cocoa butter, coconut oil, argan oil, peppermint oil, aloe vera oil, vitamin E, and mineral colorants (iron oxides, mica, titanium dioxide) are present in their lip balm. The first several ingredients are organically farmed botanicals.

There are a few noticeable synthetic additives such as a blend of Ethylhexylglycerin and Phenoxyethanol in minimal use though, to ensure product safety. 

Energy & Carbon Footprint

There is no publicly available data on Joud Beauty’s operational energy use, carbon footprint, or emissions mitigation efforts. As a small, founder-led brand, Joud Beauty likely produces in limited batches (possibly locally in the UAE or via a contract manufacturer), which means its absolute emissions are relatively small. 

Waste Management

Joud Beauty’s approach to waste is underdeveloped, with no known programs for reducing or recirculating waste from its products or operations. The brand hasn’t shared any information on how it handles waste in production (e.g. minimizing factory waste, reusing by-products, or treating wastewater).

Business Model

Joud Beauty’s business model shows some elements of slow consumption, but also some typical retail strategies. On one hand, the brand maintains a small, evergreen product line focused on versatile daily products rather than an excessive array of SKUs. With just 13 products covering basics (a couple of lip products, a couple of eye products, one deodorant, etc.), Joud avoids the trap of flooding consumers with constant new releases. 

On the other hand, Joud Beauty does employ conventional sales tactics that could encourage more buying: for example, on their site they offer bulk purchase discounts (buy 2 items for 10% off, 3 or more for 15% off). While this can be seen as a way to make products more accessible, it also nudges consumers to purchase multiple items at once.

The brand avoids substances that are widely recognized as harmful or high-risk to human health. Notably, Joud Beauty products are free from parabens, phthalates, formaldehyde-releasing preservatives, triclosan, sulfates, and synthetic fragrance – all of which are common “red flag” ingredients in conventional cosmetics.

The makeup products (lip balm, gloss, pencils, mascara) primarily use food-grade or cosmetic-grade natural ingredients. For example, the lip balm’s base of edible oils and waxes (castor, coconut, cocoa butter, beeswax) is inherently low-toxicity.

The lip and eye pencils use minerals and FDA-approved lakes (Red 7, etc.) for color; while these synthetic dyes are derived from petrochemicals, they are strictly safety-tested and allowed in cosmetics in regulated amounts. There is a slight concern with some of the dyes if ingested in large amounts, but in lip pencil form the exposure is very limited and these particular dyes (Red #7, #28, etc.) are recognized as safe for lip use by regulators.

No ingredient in their products stands out as acutely toxic or chronically harmful. 

Fair Labor

As a small brand, Joud Beauty has limited publicly available information about its labor and supply chain practices. The brand does not disclose where its products are manufactured or how its ingredient sourcing might support fair labor. Being a small founder-led company, it’s reasonable to assume that Joud’s internal team is small.

Animal Welfare

Joud Beauty demonstrates a strong stance on animal welfare in terms of testing, though it does use some animal-derived ingredients in formulations. The brand is explicitly cruelty-free, meaning it does not test on animals and presumably does not sell in markets that require animal testing. While Joud Beauty doesn’t list a formal certification, the consistency of the claim suggests it’s a core value. 

Community Engagement

Joud Beauty currently shows little to no engagement in broader social or environmental initiatives beyond its core business of selling products. The brand’s public communications (website, social media, blogs) focus on product education  (explaining the dangers of conventional deodorant chemicals, or how to use magnetic lashes)