Joomo makes claim to world’s first 100% natural face wash

By Simon Pitman

- Last updated on GMT

Joomo makes claim to world’s first 100% natural face wash

Related tags Skin

Any natural cosmetics formulator will tell you the biggest challenge is how to avoid harsh preservatives, but UK-based skin care company claims it has cracked the problem.

It recently launched what is being billed as a next generation preservative-free face wash, and claims its discovery could pave the way forward to a healthier and safer cosmetics industry.

The challenge faced by the development team at Joomo was EU microbial regulations for cosmetic products which means all new products have to comply before they can be sold anywhere in the EU.

EU microbial regulation make things challenging

The Joomo team claim that this requirement has made it almost impossible to come up with  completely natural skin care formulations because the microbial regulations mean powerful synthetic preservatives have traditionally been the only solution

“The EU defines a list of ‘allowed’ preservatives and the maximum quantities each product can have: this list includes chemicals such as parabens, sorbates, benzoates and Methylisothiazolinone (MI),” ​the company states in a press communication.

The problem with using ingredients like this is that there is associated toxicity, which can lead to allergic reactions, and more serious skin conditions such as eczema and hormonal disruption.

“Preservatives are one of the key causes of the 500% increase in skin health problems in the developed world since the skin care industry began,” ​said am Wallen Russell, JooMo Ltd. co-founder and Technical Director.

“Synthetic products strip the skin of everything, including the ‘good’ bacteria and important essential oils, drastically changing the skin’s natural environment and breaking down its defences and immunity to disease.”

Joomo answer to harsh synthetics

In response to this problem, the development team at Joomo have opted for a stability system called SaponinJ, and in turn become the first company to offer a 100% natural product that does not use synthetic preservatives, but still passes EU test and safety assessments.

Indeed, the team claims that the natural preservative system it uses gives the product a shelf life of at least one year.

But the claims also extend to the health of the skin, with the SaponinJ system also helping to encourage the rebuilding of the skin’s defences  to help re-establish good bacteria.

Related news

Show more

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 24-Apr-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Related suppliers

Follow us


View more



Beauty 4.0 Podcast