About us
Helping you understand what you put on your skin.
Our mission
To make skincare easier to understand, so everyone, especially those trying to conceive, pregnant, or dealing with allergies and sensitive skin, can see what's in their products and choose with confidence.
Hi, I'm Nita Lee.
I created Jouaxia because I love K-beauty. My sister was the one who introduced me to it. She has always loved skincare, and her routine became my routine too.
As I've gotten older and started trying to get pregnant, taking care of myself matters more than ever. I still want to look healthy and feel young in my own skin. But I also want to know that the products I put on it every day are safe and good for me to use on this journey, while still keeping my face looking its best.
Figuring that out meant reading ingredient lists I didn't understand and searching ingredient by ingredient. So I built the tool I wished I had: a skincare catalog that flags pregnancy safety and common allergens, so you can choose with confidence. It started with K-beauty, and it's growing to include brands from around the world.
Why this matters to me
I was diagnosed with PCOS, and I'm trying to conceive. I got into K-beauty a few years ago, and it wasn't until I was layering essences, ampoules, and serums every day that I stopped to ask what was actually in them. I don't know whether anything I've used has affected my fertility, and I don't want to scare anyone by pretending to. I just wanted to know what I was putting on my skin.
There's something else I wish I'd learned sooner. Growing up, I had no idea how to take care of my intimate health, and my family didn't know either, so it was never talked about. It wasn't until I got older that I started learning how to look after myself. That's why Jouaxia includes an intimate care routine, so no one else has to figure it out alone.
Jouaxia is that answer, shared with anyone else asking the same question, whether you're trying to conceive, pregnant, or dealing with allergies and sensitive skin.
I'm not a doctor, and nothing here is medical advice. Please check your routine with your OB-GYN, fertility specialist, or dermatologist. Some links on this site are affiliate links, which never change what we flag (see our affiliate disclosure). Read the full story.
What we believe
We don't tell you what to believe. We show you what's in the product, what we know about it, and what the evidence says.
“Natural”
doesn't automatically mean safer.
“Chemical”
doesn't automatically mean dangerous.
“Korean”
doesn't automatically mean better.
“Expensive”
doesn't automatically mean higher quality.
“Viral”
doesn't automatically mean effective.