Woman in Charge: Meet Ann-Kathrin Joos, Founder and CEO of Standard Beauty

In the dynamic world of beauty and skincare, few leaders shine as brightly as Ann-Kathrin Joos, the inspiring CEO and Founder of Standard Beauty. As we celebrate women’s month this August, we are honoured to spotlight Ann-Kathrin's remarkable journey and her transformative impact on the industry.

What was your mission in founding Standard Beauty?

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‌My mission with Standard Beauty was simple yet profound: to make high-quality skincare accessible to everyone, not just the elite. I saw a gap in the South African market where affordable, premium skincare products were lacking, and I wanted to fill that void. The goal was to create a brand "from South Africa, for South Africa," ensuring that our customers' money goes back into their economy. Plus, it was about empowering local talent and sourcing from local suppliers. It’s been an incredible journey seeing this dream come to life and making a positive economic and social impact.

If you think back to the first moment Standard Beauty started, how has the brand evolved over the years?

‌Oh, where do I start! Standard Beauty began in my kitchen during the pandemic, driven by the growing interest in skincare. From listing our products on Takealot to setting up our own Shopify store, the evolution has been remarkable. We’ve gone from a small, home-based business to a large-scale operation with an in-house R&D lab and a factory. Our journey wasn't an overnight success; it was built on years of experience and learning from previous setbacks. Today, we are a beloved brand in South Africa, known for our affordable, cruelty-free skincare products that truly make a difference.

‌How do you define beauty?

‌For me, beauty is about confidence and feeling good in your own skin. It’s not about conforming to traditional standards or what society dictates. At Standard Beauty, we believe that everyone has their unique beauty, and our products are designed to enhance and celebrate that. Beauty is diverse, inclusive, and most importantly, it’s about being comfortable and happy with who you are.

Ann-Kathrin Joos at GLAMOUR’s women of the year event in 2023, Image: Supplied

‌Growing up, were there any beliefs/ideologies imposed on you about beauty standards, and how did it impact your confidence?

‌Growing up, like many others, I was bombarded with stereotypical beauty standards that often felt unattainable. It was challenging, but it also shaped my determination to redefine beauty. These experiences fuelled my passion to create Standard Beauty—a brand that promotes inclusivity and self-love. I wanted to show people, especially women, that beauty is diverse and accessible to everyone, not just a select few.

‌How has your business impacted your view of the beauty industry?

‌Running Standard Beauty has given me a deeper understanding of the beauty industry’s potential and its pitfalls. It’s been eye-opening to see how much the industry has evolved, especially during the pandemic when people started focusing more on skincare. The industry is now a key player in the health and wellness sector, and I’m proud to be part of that change. It has reinforced my belief in the importance of affordable, high-quality products and the impact they can have on people’s lives.

‌Why was it important for you to start a business that focuses on women’s beauty needs?

‌It was crucial for me because I saw a significant gap in the market for inclusive, accessible skincare products. Women’s beauty needs are diverse, and I wanted to create a brand that caters to all women, regardless of their background or financial situation. Standard Beauty is about more than just products; it’s about empowering women, providing them with confidence, and supporting them in their beauty journey.

‌What role do you think Standard Beauty plays in redefining beauty standards for women in South Africa?

‌Standard Beauty plays a pivotal role in redefining beauty standards by promoting inclusivity and diversity. We challenge the notion that beauty is exclusive or expensive. Our products are designed to be accessible to everyone, and we celebrate all forms of beauty. We’re showing South African women that they can have premium skincare without the premium mark up and that they deserve to feel beautiful and confident in their own skin.

‌What does Women’s Month mean to you?

‌Women’s Month is a celebration of the strength, resilience, and achievements of women. It’s a day to honour the incredible contributions women make to society and to reflect on the progress we’ve made towards gender equality. For me, it’s also a reminder of the importance of supporting and uplifting each other. At Standard Beauty, we’re committed to empowering women, whether through our products or our workplace culture.

‌What sets Standard Beauty apart from other beauty brands in the South African market?

‌What sets us apart is our commitment to affordability, quality, and inclusivity. We offer premium skincare products at prices that most South Africans can afford. We’re also deeply rooted in the local economy, sourcing ingredients and talent from within South Africa. Our focus on cruelty-free products and sustainability further distinguishes us. But most importantly, it’s our genuine desire to make a positive impact on our customers’ lives that truly sets us apart.

‌Can you share a success story or testimonial that highlights the impact Standard Beauty has had on its customers?

‌Absolutely! One thing I’ve learned on this journey is that feeling comfortable and confident in your own skin can transform your quality of life. We’re blessed to receive daily messages from women who are in tears—tears of joy—because our products have helped them overcome skin issues that have weighed on their self-esteem for years. What’s truly special is that many of these women don’t have thousands of Rands to spend on pricey serums and treatments. With Standard Beauty, they’ve discovered high-quality skincare that was once out of reach.

‌We’ve also nurtured a genuine love for our community. In fact, a significant number of women working at Standard began as loyal customers who fell in love with our brand. ‌It’s these stories that inspire us every day and remind us why we do what we do!

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