# Jaderoller ## Facts | | | |---|---| | Founded | 2018 | | Origin | France | | Headquarters | Toulouse | | Status | Active | | Manufacturing | France | | Distribution | Multi-channel | | Website | https://jaderoller.com/ | Jaderoller, which styles itself Jade Roller®, is a French company based in Toulouse that makes facial massage tools cut from natural stone, chiefly jade face rollers and gua sha scrapers, alongside a small line of vegan skincare. It was started by two friends, Mei Zhang from Shenzhen in southern China and Thibault Nelkin from the south of France, and presents its products as modern versions of traditional Chinese beauty rituals. The brand's age depends on which record is read. A company press release from August 2023 describes Jaderoller as founded in Toulouse five years earlier, which places its start around 2018 [7]. The limited company that now runs the business, JADE ROLLER SARL, was registered in January 2020 [10], and an independent French beauty blog was already reviewing the brand's rollers in May 2019 [11]. The company remains active and operates a multilingual online shop. ## Origin & founders The founding story the company tells is one of friendship across two cultures. According to its history page, Mei Zhang grew up in Shenzhen, in Guangdong province, and left China to study in France out of a passion for French culture. There she met Thibault Nelkin, who had a matching interest in Asian culture, and the two became close friends [4]. Through Mei, Thibault was introduced to Asian beauty rituals, in particular the jade face roller. In the company's account, the roller was a family object that a grandmother of one of the founders had used every day; the different language versions of the brand's own story do not agree on whose grandmother it was. What the versions do agree on is the problem that followed. When Thibault tried to buy a jade roller of his own, the brand says, he found it impossible to find one of good quality in France. The business grew out of that gap. Accounts differ slightly on who counts as a founder. The history page and a 2021 magazine feature both name Mei Zhang and Thibault Nelkin together [9]. The 2023 press release, by contrast, refers to Thibault Nelkin as "the brand's founder" in the singular. In the French company register he is listed as the manager (gérant) of the company. ## History & milestones The earliest dated outside trace of the brand is a review on the French beauty blog L'Art des Choix, published on 13 May 2019. The reviewer tested the brand's jade and rose quartz rollers, ordered through the website jaderoller.fr, and stressed that the stone was genuine jade rather than the serpentine imitations common online. The post also noted that the parcel arrived quickly and without excess packaging [11]. In January 2020 the business was formalised as JADE ROLLER SARL, a private limited company with share capital of €2,700, registered at 13 rue Sainte-Ursule in Toulouse [10]. Its official activity code covers the manufacture of perfumes and toiletries. Its legal notice describes it as a seller of beauty products, especially jade facial rollers, gua sha tools and cosmetics. The French online magazine Not Magazine featured the brand in May 2021. The article introduced it as a maker of Asian beauty tools created by two enthusiasts of traditional beauty rituals, and described three roller ranges in jade, amethyst and rose quartz, each made from semi-precious stone and fitted with an anti-noise mechanism [9]. By August 2023 the company was announcing a push into new markets. Its press release that month described five years of rapid growth and set a target of 100,000 customers worldwide by 2025. It also said Jaderoller planned to double its workforce, enlarge its premises to house its own laboratory, and had five new products in development [7]. The same release mentioned a redesigned website, delivery partnerships offering worldwide shipping in three to five days, and new nationalities added to its customer-service team. ## Ownership Jaderoller is run by JADE ROLLER SARL, a small French limited liability company with Thibault Nelkin as manager since January 2020. The French register lists one to two employees and shows that the company files its accounts confidentially, so its revenue is not public [10]. No parent company or outside investor is documented. ## Philosophy & positioning Jaderoller describes itself as a French brand of beauty tools and natural, vegan skincare inspired by traditional Asian rituals. Its stated mission is to offer every woman a healthy and effective beauty ritual at a fair price [1]. In a joint statement on the history page, the founders say their ambition is to spread the benefits of massage rituals by making quality beauty tools and treatments accessible to everyone, for the well-being of both skin and mind. The brand frames its tools within a long history. Its German-language history page traces the jade roller back to seventh-century China and the imperial elite, and says comparable beauty treatments were used by the Maya and the Egyptians. Not Magazine repeated a similar story, describing the jade roller as a tool once used by Chinese empresses and, until recently, reserved for spas and upscale beauty centres. Much of the company's messaging rests on the idea of the authentic stone. It argues that a good jade roller remains hard to find in countries such as France, Belgium and Switzerland, and warns that imitations made from plastic or synthetic materials can irritate the skin. Its own tools, it says, are handcrafted by artisans experienced in working natural stone, and the company says it works directly with small workshops to keep its sourcing ethical. The brand's tagline describes its rituals as a moment of calm in a busy day, a daily gesture of self-care. That emphasis on mood as much as skin runs through its content. Its online journal mixes skincare guides with pieces on lithotherapy (the belief that crystals and stones carry healing properties), astrology, a lunar calendar and simple breakfast recipes. ## Products & innovation The core of the range is two kinds of stone tool. The face roller is a small handle with a stone cylinder that is rolled outward across the face. The gua sha is a flat, shaped stone that is drawn along the contours of the face and neck. Both are offered in jade and rose quartz, and the gua sha also comes in amethyst. Among the products featured on the brand's homepage, the jade face roller carries the most customer reviews. Jaderoller explains the difference between the two tools in terms of frequency. It recommends the roller for daily use, to encourage lymph flow, relax facial muscles and reduce dark circles, and the gua sha two to three times a week for deeper massage with a lifting effect. The company also assigns each stone a role: jade for soothing and regenerating, rose quartz for skin troubled by stress, and amethyst for sensitive, reactive skin. These are the brand's descriptions, rooted in traditional practice and lithotherapy rather than in independent testing. The Not Magazine feature similarly presented the gua sha as an instrument from traditional Chinese medicine whose name, it said, means "scraping away illness". Around the tools the brand has built a range of accessories, including cases for rollers and gua sha in several designs, a cotton cosmetics bag, duos, trios and gift sets, and limited editions. It also offers a repair service and a product-authentication page. Its skincare line is small: the shop lists a plumping gel serum and a regenerating face balm, both intended to be applied before massage. The brand's journal includes articles presenting dermatologists' views on the jade roller and the gua sha, and one titled "Gua Sha: the scientific evidence for its effectiveness" [8]. These are the company's own publications; no independent clinical studies of its products are documented. ## Sustainability Jaderoller sets out its environmental and ethical commitments on a dedicated page. The company says all of its skincare is made in France to the Cosmos organic standard, contains at least 98 per cent ingredients of natural origin and is entirely vegan [5]. The same page describes the brand as "soon to be certified organic"; as of 2026 it presented that certification as still under way. The 2023 press release also described the skincare as cruelty-free. For the stones, the brand says it works only with partners certified to BSCI, a supplier code covering working conditions, and uses natural stones that are not treated with chemicals, dyes or resins. According to the company, the stones are only water-ground and polished. On packaging and logistics, Jaderoller says more than 70 per cent of its packaging is made from FSC-certified recycled paper or card, and that it prefers glass or recycled plastic containers. It designs its products in flat shapes to reduce transport volume, and says its manufacturing workshops run on electricity from a local renewable supplier. No third-party certifications for the finished products are documented. ## Recognition Independent coverage of the brand is modest and mostly French. Beyond the 2019 blog review and the 2021 Not Magazine feature, its homepage reproduces quotations from French women's media such as Biba, Aufeminin and Le Journal des Femmes. These excerpts describe the benefits of jade rollers and facial massage in general rather than reviewing Jaderoller's products specifically. No awards are documented. ## Current status Jaderoller is active. The French company register lists JADE ROLLER SARL as an active business, and the brand's website carries a 2026 copyright line and a journal article on the 2026 lunar calendar [8]. The online shop is available in eight languages and ships to more than 80 countries, and the company also runs a store-locator and a reseller programme. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2019 | Independent French beauty blog reviews the brand's jade and rose quartz rollers, sold via jaderoller.fr (post dated 13.05.2019) — earliest dated evidence of trading found | https://www.lartdeschoix.com/2019/05/mon-avis-sur-le-rouleau-de-jade-de-chez-jade-roller.html | | 2020 | JADE ROLLER SARL (SIREN 880 834 288) registered in Toulouse; registry date de création 22 janvier 2020, NAF 2042Z 'Fabrication de parfums et de produits pour la toilette' | https://www.societe.com/societe/jade-roller-880834288.html | | 2023 | Press release (29 Aug 2023) announces international expansion: goal of 100,000 customers worldwide by 2025, plan to double the workforce, own laboratory, five new products in development | https://jaderoller.com/en/communique-jade-roller-com | ## Signature products {#belagg-products} - **Jade Gesichtsroller (jade face roller)** — **Jade Gesichtsroller** - $51.00 - Rating: 4.73/5 (358 reviews) — https://jaderoller.com/de/ - **Rosenquarz Gesichtsroller (rose quartz face roller)** — **Rosenquarz Gesichtsroller** - $59.50 - Rating: 4.72/5 (250 reviews) — https://jaderoller.com/de/ - **Jade Gua Sha** — **Jade Gua Sha** - $42.50 - Rating: 4.88/5 (169 reviews) — https://jaderoller.com/de/ - **Rosenquarz Gua Sha (rose quartz gua sha)** — **Rosenquarz Gua Sha** - $47.50 - Rating: 4.81/5 (176 reviews) — https://jaderoller.com/de/ - **Amethyst Gua Sha** — **Amethyst Gua Sha** - $51.00 - Rating: 4.81/5 (159 reviews) — https://jaderoller.com/de/ ## Mentioned in {#belagg-press} - **Not Magazine** (2021) — Brand feature 'Jade Roller : des outils de beauté asiatique' (10 mai 2021, Laetitia Helfer) presenting the brand's jade, amethyst and rose quartz rollers and gua sha, naming founders Thibault Nelkin and Mei Zhang — https://not-magazine.com/jade-roller-des-outils-de-beaute-asiatique/ ## Sources 1. (T1) https://jaderoller.com/de/ 4. (T2) https://jaderoller.com/en/histoire 5. (T2) https://jaderoller.com/de/engagements 7. (T2) https://jaderoller.com/en/communique-jade-roller-com 8. (T2) https://jaderoller.com/de/carnet 9. (T3) https://not-magazine.com/jade-roller-des-outils-de-beaute-asiatique/ 10. (T4) https://www.societe.com/societe/jade-roller-880834288.html 11. (T4) https://www.lartdeschoix.com/2019/05/mon-avis-sur-le-rouleau-de-jade-de-chez-jade-roller.html --- Glowpedia · · Published 2026-10-01 Please cite with a link to the article URL.