JMCY was founded in 2013 with the goal of combining scientific research, modern product development, and consumer feedback to create accessible beauty products. According to the company, continuous innovation and strict quality standards have been central to its development since its establishment. The brand states that it has invested more than a decade in research and laboratory development to improve product performance and safety. [1]

JMCY promotes the concept of combining science, innovation, and beauty. Its stated mission is to produce makeup products that are:

• Affordable and accessible

• Safe for everyday use

• High-performing and long-lasting

• Suitable for a wide variety of makeup styles

The company emphasizes helping consumers express individuality through makeup while maintaining quality and safety standards. [1]

JMCY’s marketing emphasizes:

• Everyday beauty

• Self-expression

• Modern aesthetics

• Affordable luxury

• Innovation-driven cosmetics

Its current slogan, featured on its official website, is:

“Just More Colorful You.” [1]

JMCY offers a broad range of cosmetic products, including:

• Face makeup

• Setting sprays

• Powders

• Contour palettes

• Eye makeup

• Mascaras

• Eyebrow pencils

• Lip products

• 3-in-1 lipsticks

• Lip glosses

• Beauty accessories

• Oil-blotting papers

• Makeup tools

The company regularly releases new products and seasonal collections while expanding its makeup portfolio. [1]

Notable Products

Among the products highlighted by the brand are:

• 3-in-1 Lipstick

• LockMax Setting Spray

• Flex 24/7 Powder

• Four-Color Contour Palette

• 3D Shaping Eyebrow Pencil

• 3-in-1 Long Lasting Mascara [1]

JMCY describes research and development as one of its core strengths. According to the company, its R&D teams work with modern laboratory facilities and international expertise to create cosmetic formulas that balance performance, safety, and user experience. Product development is also guided by consumer feedback and ongoing formula improvements. [1]

JMCY states that its products are:

• Cruelty-free (not tested on animals)

• Dermatologist-tested

• Subjected to safety assessments

• Developed with an emphasis on naturally derived ingredients whenever possible

These claims are presented by the company as part of its quality and safety commitment. [1]

JMCY operates across several Southeast Asian markets, including:

• Philippines

• Thailand

• Vietnam

• Malaysia

The brand sells products through official online stores on major e-commerce platforms and maintains physical retail stores in shopping malls within the Philippines. [1]

JMCY products are available through:

• The official global website

• Official Shopee stores

• Official Lazada stores

• Physical retail locations in the Philippines

The company continues to expand both its online and offline retail presence throughout Southeast Asia. [1]

Since its founding in 2013, JMCY has positioned itself as an affordable cosmetics brand that combines scientific research with consumer-focused product development. The company emphasizes innovation, safety, cruelty-free practices, and accessible beauty products while expanding its footprint in Southeast Asia through both digital and physical retail channels. [1]

1. Story – JMCY