By Women, For Women, Empowering Women: A Local Skincare Brand's Story

By Women, For Women, Empowering Women: A Local Skincare Brand's Story

In addition to being a true Proudly South African brand, with the majority of our ingredients and packaging materials being sourced locally, most of our products are made in-house by a team of dedicated, hardworking women who have full control over the production process. Your skincare is in good hands! 💁‍♀️

Women-Owned, Women-Run 

At Standard Beauty we see women, we value women, and we take seriously what women have to offer. We are currently a team of 10, and each one of us is strong, capable and ready to take the world by storm! The Standard Beauty team are all from different backgrounds with varied work experience - some of us were into skincare before joining the team, and others of us have learnt on the job. Either way, we love that we get to be part of a company that provides affordable high-quality skincare to the everyday consumer!

Ann-Kathrin Joos, Founder & CEO of Standard Beauty, has a vision of empowering women in a world where women are simply not given enough of a chance to shine. The glass ceiling over women's heads is a real issue, and Standard Beauty seeks to change that by giving women the space to flourish in a vibrant and productive environment ✨

Women holding skincare products for all skin types | Standard Beauty

Our skincare products are suitable for all skin types -
whatever you need, we've got your back.

Backstory: Where It Started  

Ann-Kathrin Joos was born and raised in Germany and lived in different parts of the world after leaving home. She moved to South Africa 3 years ago and founded a business that failed to take off. Rather than being despondent about the failed business, she dusted herself off, picked herself up and tried again - thus, Standard Beauty was born.

She had noticed the trend in skincare and the hype around a particular skincare brand based overseas, and then had the idea of creating high quality skincare products that are affordable and accessible to everyone who is interested in skincare - rather than the elite few who are able to afford expensive skincare products.

"I envisioned a clean, affordable and inclusive brand which created jobs in a country with one of the highest unemployment rates in the world," Ann-Kathrin relays. "Just 12 months later, Standard Beauty has moved from being a kitchen project to having its own large scale factory with 10 employees. It is now a well-known brand in South Africa and the next goal is now to move up into the rest of the Africa. I'm so thrilled at how far we've come, and I look forward to seeing what else the journey has in store for us."

Founder and CEO of Standard Beauty, Ann-Kathrin Joos

Founder and CEO of Standard Beauty, Ann-Kathrin Joos.

All You Need To Know

None of our products contain any toxins or questionable chemicals. While the actual ingredients, such as Hyaluronic Acid and Lactic Acid might sound like chemicals, they're actually safe active ingredients that occur naturally in the skin. That's where science meets nature for highly effective products.

None of our ingredients or final products are tested on animals. Most products are certified organic, Vegan and halal and hand-produced in small batches for high-quality products that work and that are kind to nature, to animals and to your skin.



Marrying science and nature for highly effective skin care products ~

Only for Women?

If you're wondering whether our products are created only for women, the answer is no. Although *90% of our client-base is made up of women, we are not a women-only brand. We cater to the needs of all people, and can with complete honesty say that we are an inclusive brand with something for everyone. No matter your age, skin type or budget, we've got our 'Standard Babes' covered 😉