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.
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.
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 history and natural beauty.
Growing up in an olive oil-producing family, I learned to craft natural soaps with olive and laurel oils, reflecting a philosophy of using nature’s gifts for self-care.
Moving to England 25 years ago, I brought these traditions with me, along with my 30 years of experience as a hairdresser. Today, I run Joseph’s Salon in St Margarets, London and founded Jo Nova Hair and Skin Care to expand beyond traditional hairdressing.
Jo Nova was born from a collaboration with my wife, Nasreen, a homeopath and herbalist. Together, we combined my family’s heritage with her expertise in natural healing to develop products that address growing concerns about chemical exposure in beauty and personal care.
"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 have seen firsthand the effects of harsh chemicals, not just on hair but on overall health. Increasingly, I’ve noticed reactions, allergies, and concerns like hormonal imbalances, thyroid issues, and hair thinning, particularly in women during menopause.
Our commitment at Jo Nova is to offer safe, natural products.
Inspired by my childhood, my family’s legacy, and Nasreen’s knowledge, we have created a range of nourishing and protective products. From gentle hair solutions to skin care and natural deodorants, everything we craft reflects our commitment to well-being, sustainability, and respect
for nature.
My journey from the olive groves of Antakya to running a thriving salon in England has been shaped by dedication, craftsmanship, and care. With Jo Nova, I am proud to share our heritage, expertise, and vision for a more natural approach to beauty.
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