Josie Maran: Responsibly Formulated Beauty Brand, Inside and Out

Josie Maran Cosmetics is a pioneer and leader in the high-end beauty category. As the brand reached its 10-year anniversary, the team at JMC took the time to reestablish its vision of doing the right thing, without compromising on luxury.

Josie Maran, the brand’s founder first introduced her organically grown Argan Oil 10 years ago and it remains the hero ingredient for this natural beauty brand. She later introduced it holistically within JMC’s entire line, for all beauty needs from cosmetics to skincare and body care. That idea of conscientious, holistic care is the foundation for the JMC design principle.


As more competitive players entered the space, and as consumer shopping evolved the JMC team was inspired to rethink its marketing approach. “Millenial, Gen Y and Gen Z shoppers are loyal followers. With more consumers connecting with brands and making purchases through social media, transparency, authenticity and sustainability are important aspects of a brand’s story,” said Tom Koh, Head of Creative Marketing for Josie Maran Cosmetics.


As part of its internal audit, the team conducted “fitness tests” across all aspects of the business, from product development and formulations, to supply chains and packaging. The goal was to more widely embrace the brand’s vision of providing its customers “luxury with a conscience” and incorporate it into not just the products, but the packaging too.


When JMC first launched, its boxes were produced with CCNB (Clay Coated News Back), which at the time was thought to be an environmental option. In researching new paperboard options, the team came across Neenah Folding Board. “Discovering this folding carton paper dispelled a pre-conceived misconception about postconsumer papers for us. In our minds, they weren’t the most durable substrate and had challenges with print accuracy. Neenah’s product proved otherwise,” said Koh.


The JMC packaging was moved to Neenah Folding Board PC 100 because it exceeded the team’s expectations in appearance, print quality, and durability. “If the substrate doesn’t have the ability to sustain its structure when a customer opens and closes the box, that box becomes unsellable. A lot of money can be left on the table just from the product getting handled by the customer,” said Koh.


“We also learned what makes secondary packaging truly recyclable. We now use soy-based inks, water-based coating, and even recyclable mica pearl, all of which are recyclable. We want to be sure our customers can put the secondary packaging into the recycling bin with confidence. For us, this new packaging delivers on all points,” said Koh.