JOKO

JOKO is a Polish colour-cosmetics brand whose first products reached the domestic market in 1995, making it one of the earliest makeup lines developed in Poland [1]. Based in Warsaw, it covers face, eye and nail products and is owned by the Polish cosmetics group Miraculum S.A., which acquired the brand in 2012 [4].

The brand remains active, with new product launches featured on its own e-commerce site and distribution that reaches the United Kingdom through external importers.

According to the company, the first products sold under the JOKO name appeared in Poland in 1995, among the first makeup cosmetics produced domestically [1]. The early range centred on pressed products such as powders and blushes, later widening to lipsticks, lip glosses and mascaras. JOKO describes itself as the first Polish brand to introduce Swiss micronization technology and vinyl nail-polish formulas [1]. The brand's own founders are not documented; before 2012 it was marketed and distributed by Multicolor Sp. z o.o.

JOKO is owned by Miraculum S.A., a Polish cosmetics company. In 2012, Miraculum acquired the JOKO and Virtual brands by purchasing shares in Multicolor Sp. z o.o., the distributor that had handled their marketing and sales [4]. Within Miraculum's portfolio, JOKO sits alongside other Polish brands including the skincare and body-care line Pani Walewska.

The Miraculum name attaches to two distinct legal entities, which the company's own heritage messaging tends to blend. The original Fabryka Kosmetyków "Miraculum" was founded in 1924 in Kraków by Dr. Leon Lustra and ceased operations after a 2010 bankruptcy [6]. The current parent, Miraculum S.A., is a separate company created in 2001 as Grupa Kolastyna and renamed Miraculum S.A. at the end of 2010 [5]. It inherited the historic Miraculum brand name but is not the original 1924 firm; this modern entity is the company that acquired JOKO in 2012.

JOKO frames its identity around a "JOKO Woman" archetype, described by the company as confident, multifaceted and metropolitan, combining femininity with high-quality beauty products. The brand presents itself as following worldwide trends with fashionable colour palettes, and uses the tagline "The ideal is real". Stated core values include quality and innovation, environmental responsibility and animal welfare.

Positioning varies by market. In Poland the brand is distributed through drugstore-style retail, while its exclusive United Kingdom importer presents it as a "premium beauty" line with "over two decades of expertise" [7]. The same importer summarises the brand's outlook as "Crafting Brilliance, Embracing Nature" [7].

JOKO's range spans three main areas: face products such as highlighters, blush, bronzer, powder, primer, foundation and lip products; eye products including eyeshadow, brow products, mascara and eyeliner; and nail polish and conditioners. Recent launches highlighted on its site include the Contour Palette Sculpt&Define, the Skin Reflect Highlighter, the LumiSoft Concealer, the Blush Softly Blooming and the MULTIBRONZE Illuminating Balm. The company says its formulas draw on ingredients such as minerals, pearls, natural pigments and essential oils.

JOKO states that its products are paraben-free and not tested on animals [3]. Manufacturing is carried out with cosmetics producers in Poland, Italy and France, with the brand describing collaboration with specialists in the latter two countries.

The brand is active. Its e-commerce site carries current product launches, it maintains social-media channels under the @joko_makeup and @jokomakeup handles, and parent Miraculum S.A. Has continued to promote JOKO internationally, including export distribution to the United Kingdom. The brand marked 30 years on the Polish market in 2025.