Our Story
JOPPA was founded by Amy Casto. From a young age, her daughter Hayley struggled with autoimmune diseases that made her skin extremely sensitive. When she participated in theater, the makeup used on stage would often cause painful inflammatory reactions.
Her mom, Amy, watched this struggle and became frustrated with the lack of safe, clean, and ethical products available. Determined to help her daughter, Amy began her own research into natural ingredients and eventually crafted a product that worked gently and effectively on Hayley’s skin.
What started as a mother’s mission to protect her daughter quickly grew into something much bigger. In 2007, Amy launched JOPPA Cosmetics, one of the pioneering brands in the natural beauty space. The products resonated with people everywhere, and JOPPA soon sold all over the world.
The name JOPPA—meaning “beautiful” in Hebrew—was chosen as a reminder that true beauty comes from both inner and outer strength. Amy knew that God had blessed her with the vision and ability to grow this business, allowing her to provide for her two daughters as a single mother. JOPPA became more than a company; it became a story of faith, resilience, and love.
Fun Fact: The Hebrews and Egyptians were among the first cultures to handcraft makeup—showing that natural beauty traditions have deep, ancient roots.
01 / Family First
As a family-owned business, we prioritize family values in all aspects of our operations, thereby creating a welcoming and supportive environment for both our clients and team members.
02 / Compassionate Care
We are dedicated to providing exceptional care and services, ensuring that every client feels valued, understood, and supported on their wellness journey.
03 / Integrity
We uphold the highest ethical standards in our practices, guiding our clients towards the best options while promoting transparency and trust in our relationships.
04 / Community Building
We believe in the importance of building strong relationships with our clients and fostering a sense of community through meaningful interactions and personalized attention.
05 / Excellence
We strive for excellence in everything we do, and we are continuously improving our services and skills to meet and exceed client expectations.
06 / Empowerment
We empower our clients through education and support, helping them make informed decisions about their health and wellness.
07 / Innovation
We embrace new ideas and techniques in our services, ensuring that we stay at the forefront of industry standards and trends.
By living these values, JOPPA aims to create a positive impact on our clients’ lives and foster lasting relationships within our community.
