The story is that Linda Russell and her children were experiencing chronic skin problems and discovered that the existing cosmetics that were claiming to be 'natural' in fact contained many synthetic chemical products. With a belief that these synthetic ingredients were in fact exacerbating their existing skin problems, she determined to formulate a genuine totally natural product. Partnering with chemist Nick Wallen and the research laboratories at UK universities, a formulation was proposed and the
JooMo brand launched.
Working in conjunction with the
University of Leedsand the
University of Surrey,
JooMo claim to have developed the world's first ever 100% truly natural facewash.
JooMo makes much of its ethical
Cooperative values and its belief in
Capitalism for all.<ref name=
AboutUs>{{cite web|url=
http://www.joomo.coop/about-us/|title=
JooMo About Us - Values }}</ref>.
On the 24th of September 2012, a partnership with the charity
SOS Africa was announced. <ref name=SOSAfrica>{{cite web|url=
http://www.sosafrica.com/news.htm?id=221 |title=SOS Africa and
JooMo Partnership |publisher=SOS Africa |work=
http://www.sosafrica.com/news.htm?id=221 }}</ref>. SOS Africa is a UK charity which 'funds the care and education of underprivileged African township children'. <ref name=
SOSAfricaHome>{{cite web|url=
http://www.sosafrica.com/index.htm |title=SOS Africa |publisher=SOS Africa |work=
http://www.sosafrica.com/index.htm }}</ref>.
JooMo announced that it would be sponsoring the education of an 8 year old girl called Nthabiseng at the special school set up by
SOS Africa. They also donate 50p for every new customer order and 10p for every like of their facebook page. <ref name="SOSAfrica"/>. On their facebook page, a monthly competition with the title #
FaceOfJooMo was launched in
*January 2014*. It consisted of taking a photos of people holding a
JooMo Face Wash bottle, the winner being the entrant with the most amount of likes for their picture plus new likes of the
JooMo Facebook page (10p donated to SOS Africa for every picture like plus facebook like).<ref name=
GoJooMo|>{{cite web|url=
https://www.facebook.com/GoJooMo |title=
JooMo Facebook}}</ref>
In the
Pure Beauty Awards 2013,
JooMo's face wash was shortlisted in 3 categories: Best Natural Launch, Best Skincare Launch and Best Design and Packaging. It won the 'Best Natural Launch' award on the
*27th of October 2013* at an awards ceremony held at the
Savoy Hotel in London. <ref>{{cite web|url=
http://www.cosmeticsbusiness.com/technical/article_page/The_Pure_Beauty_Award_Winners_2013/93225 |title=List of Pure Beauty Awards 2013 Winners |publisher=www.cosmeticsbusiness.com |work=www.cosmeticsbusiness.com }}</ref>
JooMo's claim to have produced the world's first ever 100% truly natural face wash has been questioned by commentators and competitors.<ref name=
AliceHartDavis>{{cite web|url=
http://alicehartdavis.com/index.php/joomo/ |title=Alice Hart-Davis }}</ref>
JooMo in reply have slammed both the
natural skincare industry for their mis-labelling of their products, <ref name=
NaturalBeautyYearBook>{{cite web|url=
http://www.naturalbeautyyearbook.co.uk/news/joomo-lays-down-%E2%80%98natural%E2%80%99-gauntlet-to-industry/ |title=
JooMo lays down ‘natural’ gauntlet to industry }}</ref> and have been very critical of the
Naturkosmetik standards organisations that monitor the industry.<ref name=Standards>{{cite web|url=
http://joomo.coop/joomo/wp-content/uploads/2013/02/Standards_Organisations.pdf |title=Natural Standards Industry White Paper}}</ref>
{{Reflist|colwidth=30em}}
* [
http://www.joomo.coop Official
JooMo website]
