Joy Kakabeeke, founder of Clean Beauty by Joy, found purpose in moments of discomfort, where life demanded deeper questions, and those questions began with her own health.
Years ago, Kakabeeke was navigating a series of unexplained symptoms, including fibromyalgia, allergies, asthma, thyroid issues, and food sensitivities, which seemed increasingly difficult to ignore. What puzzled her most was the contrast she saw in her personal life. Her identical twin sister was not experiencing the same challenges.
“That’s when I really started asking questions,” Kakabeeke recalls. “Genetically, we are essentially the same person. If she wasn’t dealing with these things and I was, then something in my environment had to be different.”
The realization sparked an intensive period of research into everyday exposures. Kakabeeke began eliminating potential toxins from her home, carefully examining everything from laundry detergent to skincare products. As she learned more about the role chemicals can play in suppressing immune function and disrupting hormones, she found herself reassessing the products she used daily, including makeup.
The search for alternatives proved surprisingly difficult. While some brands offered cleaner formulas, affordability often remained a barrier.“I would find something that looked promising,” she says. “But then I would read the ingredient list and realize it wasn’t truly clean. Or it was priced so high that it just wasn’t accessible.”Her search eventually led to an unexpected turning point, one she attributes to her personal relationship with Jesus.
“I started my line based on the fact that the Lord told me to,” Kakabeeke explains. “One day, I felt prompted to stop researching what makeup to buy and start researching how to make it myself. I knew that idea wasn’t coming from me because I didn’t know anything about making makeup.”Still, she decided to follow that guidance with three conditions. The products had to be genuinely non-toxic, high-performing, and affordable enough for everyday consumers.
Joy Kakabeeke
Those principles became the foundation for Clean Beauty by Joy, which Kakabeeke officially launched in 2019 after months of connecting with manufacturers willing to work with a small startup. Despite entering the market as a first-time entrepreneur, she approached growth with patience and deliberation.She says, “It’s been a very intentional business. I wanted to build it step by step and only invest what I had. That allowed me to grow without the pressure of debt.”
The brand began with a small lineup: a primer, liquid foundation, mascara, lip gloss, and lipstick. Starting slowly allowed Kakabeeke to observe how customers responded before expanding further. Consumer feedback, she notes, quickly revealed that the products felt weightless on the skin. She explains, “People love that the makeup performs well but doesn’t feel heavy. Your skin still looks healthy and natural, and it’s able to breathe.”
Kakabeeke highlights that the formulas are designed to support the skin itself. High-quality ingredients were enforced to help maintain the skin’s microbiome, protect against pollutants and free radicals, and provide defense against excessive blue light exposure from digital screens. “The goal is makeup that works with your skin. When you’re supporting the skin properly, you often see fewer issues like breakouts or irritation,” she says.
According to Kakabeeke, the product line has continued to evolve over time, including formula improvements and a growing focus on sustainability. A recent rebrand further introduced refillable packaging options designed to reduce waste and lower long-term costs for customers. Packaging, Kakabeeke admits, has become one of the most complex aspects of the business. “The manufacturers know their craft, but finding eco-friendly packaging that works for a small brand takes time and creativity,” she explains.
Even so, she approaches the challenge with the same thoughtful pace that has shaped the company since its beginning. Faith remains central to that process. Kakabeeke frames her entrepreneurial journey as a series of small, intentional steps.
“You never see the entire path at once. You just take the next step and trust that you’re being guided in the right direction,” she says. That perspective also informs another defining element of the brand: giving back. Kakabeeke notes that she dedicates a portion of revenue to ministries and charitable missions, something she hopes to expand as the company grows. “Being able to use the business to support work that furthers God’s Kingdom is one of the most exciting parts for me,” she says.
Today, Clean Beauty by Joy reflects Kakabeeke’s personal journey through illness, faith, and discovery, an experience that reshaped her understanding of wellness and responsibility. Years after having overcome her own health struggles, she now uses those experiences to help others achieve the same freedom and vitality. As she remarks, “You deserve products that make you feel beautiful and protect your health at the same time. That’s precisely what we’re offering. Beauty with care, one product at a time.”
