We are a visionary hair care brand dedicated to transforming wellness with clean, cruelty-free products
At Jo Nova we create products that revitalise, rejuvenate, and empower. Through un-compromised quality, our formulations nourish, protect, and enhance hair health at every life stage, including during hormonal changes.
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We blend science and nature to create vibrant, resilient hair using premium natural ingredients. Each product is rigorously tested ensuring exceptional results that
exceed expectations.
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Jo Nova amplifies your inner brilliance, offering a luxurious yet simple approach to health, strength, and beauty in every use.
Meet the Founder - Joseph
My passion for beauty and wellness is rooted in my family’s traditions from Antakya, Turkey, an ancient city known for its rich history and natural abundance.
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I grew up in an olive oil–producing family where natural ingredients were part of everyday life. We made traditional soaps using olive and laurel oils, shaping my early understanding of how nature can care for skin and hair.
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More than 25 years ago I moved to England, bringing these traditions with me alongside over 30 years of experience as a professional hairdresser.
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Today I run Joseph’s Salon in St Margarets, London, where I work closely with clients every day. Over time I began noticing a common challenge. Many women felt their hair becoming drier, rougher and harder to manage, and the products that once worked no longer delivered the same results.
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These changes are often linked to hormonal shifts during perimenopause and menopause, when the structure and resilience of hair can begin to change.
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Yet most haircare is still created as if hair behaves the same throughout life.
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Jo Nova was created in response to what I was seeing in the salon.
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Drawing on my heritage and decades of hands-on experience, I set out to develop treatments designed to support hair and skin as they evolve, helping restore softness, shine and manageability with thoughtful formulations.
"What started as a labour of love in my salon has now evolved into a mission to redefine premium natural hair care for a broader audience"
Joseph Yildiz - Founder of Jo Nova
As a hairdresser, I see firsthand how products interact with hair and scalp over time. Increasingly, clients were telling me their hair felt more fragile, less manageable and harder to maintain than it once had.
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I also became more aware of how sensitive many people are to harsh or heavily processed ingredients.
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This reinforced something I had believed since childhood, that care for hair and skin should work with the body, not against it.
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Our commitment at Jo Nova is to offer safe, natural products.
At Jo Nova, our commitment is to create thoughtfully formulated products that prioritise quality ingredients and gentle, effective performance.
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Each product is designed to nourish, protect and support hair and skin as they change over time, combining natural inspiration with professional hair expertise.
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Jo Nova reflects everything I value as a hairdresser: craftsmanship, care and respect for the people who trust me with their hair.
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