Our Story

I have been fascinated by beauty since I was a little girl. I am a strong believer that caring for our appearance, when done for the right reasons and in a natural way, is a form of self-care.

I went on to compete in beauty contests and was selected Miss Lebanon Intercontinental 2017.
I felt my star rising and then quite suddenly I started to suffer from extreme breakouts on my face. No product or medication I tried seemed to make any noticeable difference.

This is when I began to delve deep into the science behind cosmetology and experimenting with homemade creams using natural ingredients. As soon as people around me noticed the difference on my face, they began to demand their share of my “secret.” Little did I know that this would be the beginning of a fruitful business that would expand across the country…
A business which began on my doorstep and has evolved to provide the foundation for Joeanna’s Secret today.

I have spent the past two years building one of the most influential cosmetics brands in the beauty industry in Lebanon today. After the initial success of the Joeanna’s Secret collagen serum (the magic remedy for all skin problems), I expanded the brand and added eight new items to my product range: The hair treatment range, the under-eye cream, the eyebrow gel, the eyelash and eyebrow serum, and the nail serum.

I passionately believe that a natural, holistic lifestyle can change our lives for the better. Because of this, Joe-anna’s Secret is very much an expression and manifestation of my beliefs. ETHICAL. SUSTAINABLE. HIGH-PERFORMING.
No synthetic chemicals, no toxins, no worries.

Say hello to the future of beauty!