Joanna

Joanna, operating as Laboratorium Kosmetyczne Joanna, is a Polish cosmetics company established in 1982 [3]. It specialises in hair colouring, care and styling products and also makes body care cosmetics, positioning itself in the affordable drugstore segment. The company remains active, with a portfolio of more than 500 products and current 2026 catalogues published on its website [2].

According to the company, Joanna began in 1982 as a Polish cosmetics laboratory producing simple hair care products [3]. A trade feature in Industry Europe describes how its early goods were sold directly from a small local office, and how the political and economic changes in Poland at the turn of the 1990s opened the way for rapid growth at home and abroad [5].

From that hair care base the company widened its range. In 2007 it expanded into the body care segment [3], and the same trade account notes a later move into the more specialised professional product lines [5]. Joanna says its portfolio now exceeds 500 products, spanning hair colouring and lightening, toning, care, styling, permanent-wave products, depilation, brow and lash items, and a dedicated men's range.

Joanna describes itself as an expert in hair colouring, care and styling, with a parallel specialism in body care cosmetics. Among its named lines are Color System and Blond System for coloured and blonde hair, Ultra Color toners, and Hair Retouch root touch-up and grey-coverage sprays. A separate Power Men range covers men's styling, colouring, depilation, shampoos and grooming, alongside a Barber Line aimed at professionals.

The company states that it operates its own production facilities and runs in-house Research and Development and Quality Control departments [3]. It puts its annual capacity at 50 million cosmetic units, including 20 million hair dyes [3], and manufactures in Poland.

The company frames its mission as specialising in cosmetics that meet consumer needs across hair and body care [1]. It lists the values it associates with the brand as trust, research-backed quality, flexibility and modernity [1]. Joanna uses the corporate tagline "Imię piękna" — translated as "The Name of Beauty" [1] — while its homepage carries a separate environmental line, "Zmieniamy się naturalnie!" ("We change naturally!") [2].

On price, the company positions its products as combining quality with affordability, placing the brand in the mass-market drugstore tier rather than premium cosmetics.

In 2020, Industry Europe ran a trade feature, "The beauty of botanicals – Joanna Cosmetics", which characterised the company as Poland's biggest and most successful cosmetics company and a market leader in Europe [5]. This is a third-party trade-press assessment rather than the company's own statement.

Joanna is an active brand. Its website is maintained with current product lines, it published retail and professional catalogues dated mid-2026 [2], and it runs Instagram, TikTok and Facebook accounts under the Laboratorium Joanna name. The company sells across multiple European markets.