In the midst of a global crisis, where many found themselves scrambling for survival, Ann-Kathrin Joos saw an opportunity. A gap in the market, a space that needed filling with something distinctly South African, and more importantly, something local consumers could trust. With an unmatched drive and a spark of entrepreneurial genius, she birthed Standard Beauty – a game-changing skincare brand that’s taking the South African market by storm.
It was in the quiet confines of her home kitchen, with just R3,000 in her pocket, where Joos embarked on what would become a monumental journey. “I wanted to create something from South Africa, for South Africa,” Joos says, eyes gleaming with passion. It wasn’t just about skincare; it was about providing affordable, high-quality beauty products that spoke to the local identity and addressed pressing social issues, like unemployment. A brand with purpose, one that would keep the money circulating within the local economy and create job opportunities for women.
From humble beginnings, the brand quickly gained momentum, catching the attention of beauty enthusiasts and skincare professionals alike. The simplicity of her vision, paired with her innate ability to create products that were not just effective but also Instagram-worthy, helped set Standard Beauty apart. “I didn’t want to compromise on quality or aesthetics. Beauty should be accessible, professional, and still beautiful,” Joos explains.
But success didn’t come without challenges. The early days were filled with obstacles, not least of which was scaling up as the demand for her products skyrocketed. From a kitchen to a 70-square-meter office, and then to a full-fledged warehouse and production line in under a year, Joos learned fast. “It was scary at first, but I just kept pushing forward,” she admits, reflecting on the moment she moved her operations out of her home.
Joos’ approach to business is refreshingly human-centric. She sees the value in empowering her team and values customer feedback as the core of her business strategy. “We’ve built a community, not just a customer base. Our Standard Babes are at the heart of everything we do,” Joos says with pride. The focus on community and affordability has made Standard Beauty a household name in South Africa, with the brand reaching millions in sales annually.
With her eyes firmly set on the future, Joos has big plans. She dreams of Standard Beauty becoming South Africa’s #1 skincare brand, not just in terms of revenue, but in customer satisfaction, community engagement, and distribution. Her long-term goals are even more ambitious: she envisions Standard Beauty expanding across the African continent and becoming a parent company for other “Standard” businesses that champion locally produced goods and contribute to the creation of more jobs. The groundwork for this expansion is already in motion, with new brand extensions set to launch soon.
From humble beginnings, the brand quickly gained momentum, catching the attention of beauty enthusiasts and skincare professionals alike. The simplicity of her vision, paired with her innate ability to create products that were not just effective but also Instagram-worthy, helped set Standard Beauty apart. “I didn’t want to compromise on quality or aesthetics. Beauty should be accessible, professional, and still beautiful,” Joos explains.
But success didn’t come without challenges. The early days were filled with obstacles, not least of which was scaling up as the demand for her products skyrocketed. From a kitchen to a 70-square-meter office, and then to a full-fledged warehouse and production line in under a year, Joos learned fast. “It was scary at first, but I just kept pushing forward,” she admits, reflecting on the moment she moved her operations out of her home.
Joos’ approach to business is refreshingly human-centric. She sees the value in empowering her team and values customer feedback as the core of her business strategy. “We’ve built a community, not just a customer base. Our Standard Babes are at the heart of everything we do,” Joos says with pride. The focus on community and affordability has made Standard Beauty a household name in South Africa, with the brand reaching millions in sales annually.
With her eyes firmly set on the future, Joos has big plans. She dreams of Standard Beauty becoming South Africa’s #1 skincare brand, not just in terms of revenue, but in customer satisfaction, community engagement, and distribution. Her long-term goals are even more ambitious: she envisions Standard Beauty expanding across the African continent and becoming a parent company for other “Standard” businesses that champion locally produced goods and contribute to the creation of more jobs. The groundwork for this expansion is already in motion, with new brand extensions set to launch soon.
Despite her hectic schedule, Joos knows how to find balance. Though her life may revolve around work, she finds peace in nature, meditation, and spending quality time with friends. Her favorite pastime? Cultivating her veggie garden. “It’s the little things that ground me,” she says with a soft smile.
Joos is more than just a founder; she’s a force of nature, much like the cheetah she identifies with – fast, fierce, and focused on her goals. As an Aries, she embodies the traits of the star sign: relentless determination, optimism, and a touch of impatience that keeps her pushing forward.
At just 28, Ann-Kathrin Joos is already a trailblazer. And as she continues to break barriers, she proves that when beauty meets brains, the result is nothing short of revolutionary. Standard Beauty isn’t just a brand; it’s a movement – and Joos is leading the charge.
The question isn’t if she’ll succeed, but rather, how far she’ll take us all along with her.
