Joone

Joone is a direct-to-consumer company specializing in personal care products, with a primary focus on the baby and mother market segment. The company was established in 2017 by Carole Juge-Llewellyn, an entrepreneur with a diverse background in academia, literature, and acting. Her entry into entrepreneurship was spurred by her sister's difficult pregnancy and a personal accident, which led her to first create MommyVille, a social network for parents. This initial venture highlighted a significant market gap for transparent and safe baby products, directly leading to the creation of Joone.

The company's business model is centered on a subscription service, delivering products like diapers and wipes directly to consumers' homes on a monthly basis. This approach fosters a direct relationship with its customer base and provides recurring revenue. Joone's product line, which started with diapers, has expanded to include a wide range of items for babies, children, and women, such as skincare, haircare, and maternity products. A core tenet of Joone's strategy is its commitment to transparency and product safety. The company emphasizes the use of natural ingredients, with many products being hypoallergenic and containing over 97% natural components. Manufacturing is based in France and other European locations, working with family-owned companies and SMEs to ensure quality control and a reduced carbon footprint. This commitment to traceability is further enhanced by their DOORZ platform, which uses blockchain technology to allow customers to track the journey of their products from raw materials to manufacturing.

Joone positions itself in the market by targeting parents who prioritize health, safety, and environmental responsibility. The brand has gained significant traction, shipping millions of diapers monthly to over 20 countries and achieving recognition for the quality of its products, including a #1 ranking from the French magazine "60 Millions de Consommateurs" for its diapers, wipes, and liniment. Financially, the company has secured external funding, including a €10 million Series B round in September 2020 led by Vaultier7, to support its international expansion and potential entry into physical retail. As of 2020, Joone projected a turnover of over €20 million, demonstrating substantial growth since its inception.

Keywords: baby care, subscription box, direct-to-consumer, eco-friendly diapers, transparency, skincare, French manufacturing, maternity products, clean beauty, product traceability