JOJI Secret Young is a relatively young entrant in the Thai beauty sector. A 2024 company report indicated the brand had been on the market for approximately three to four years, placing its commercial emergence around 2020–2021. TOFU Skincare Co., Ltd. serves as both manufacturer and distributor [1]. Social media archives corroborate this timeline, with Facebook activity beginning circa 2020 and Instagram following in 2022, though these dates do not constitute definitive legal founding records.

Rather than launching as a specialized skincare line, JOJI Secret Young developed as a broad personal-care ecosystem. Its portfolio rapidly expanded to include hair treatments, facial skincare, body lotions, scrubs, masks, sunscreens, fragrances, and ingestible supplements. This extensive assortment has become central to the brand’s identity.

Relationship with TOFU Skincare

JOJI Secret Young operates under TOFU Skincare, a Thai manufacturer and distributor that describes itself as a hub for local beauty brands. TOFU’s portfolio also includes Lemon Me, Precious Skin Thailand, and Thai Moni. The company states that its operations encompass the production, importation, and distribution of skincare, cosmetics, and dietary supplements, adhering to manufacturing standards such as ISO 9001 and ISO 22716. In this structure, JOJI Secret Young functions as the consumer-facing brand, while TOFU Skincare manages the underlying manufacturing and distribution infrastructure.

Despite the inclusion of “Young” in its name, JOJI Secret Young is not exclusively targeted at teenagers or youth demographics. Independent profiles note that the product range includes anti-aging, brightening, moisturizing, and hair-repair items relevant to a broad consumer base [1]. The brand’s positioning is characterized by:

• Affordable pricing accessible to mass-market consumers
• A wide selection covering head-to-toe personal care
• Trend-driven ingredients and formats
• Availability in both small and large pack sizes
• Modern, colorful packaging
• Products designed for integration into daily routines

Affordability remains a primary emphasis, with reports describing products priced accessibly, some starting at only a few tens of baht [1].

JOJI Secret Young maintains a diverse portfolio across multiple personal-care segments.

Hair care

Hair care is one of the brand’s most recognizable categories, anchored by the Charcoal Keratin Treatment Mask. This signature product combines charcoal and keratin concepts and was promoted by actress Mookda Narinrak in 2024. It received industry recognition as a winner in the Best Keratin Hair Treatment category at EVEANDBOY awards in consecutive years [1]. The wider hair-care range also includes the Keratin Charcoal Detoxifying Shampoo and various repair and conditioning treatments, which remain prominently listed in retail catalogs [2][3][4][5][6].

Facial skincare

The facial skincare lineup addresses concerns such as hydration, dullness, uneven skin tone, dark spots, oil control, acne, aging signs, and sensitivity. Key products include:

• Reju-Youth Hydrogel Mask
• Reju White Hydrogel Mask
• Cica Calm Eye Roller Serum
• Retinol Rejuvenate Cleanser
• Various jelly masks and facial creams [7][8]

The brand offers specific mask variants targeting brightening and acne/oil-control concerns [7].

Sunscreen

Sunscreen has become a strategic growth area. The JOJI Sunscreen line features four UV-shield products:

• Get Ready UV Shield Cream SPF50+ PA++++
• Active Sport UV Shield Cream SPF50+ PA++++
• Airy Fresh UV Shield Gel SPF50+ PA++++
• Aqua Light UV Shield Cream SPF50+ PA++++

These formats cater to different preferences, including sport-oriented waterproof options, cooling gels, and tone-up formulas [8][9]. Retailers such as Watsons currently stock the Airy Fresh and Get Ready variants [9][10].

Body care

Body care represents one of the brand’s largest categories, translating popular facial skincare concepts—such as vitamins, exfoliation, brightening, and antioxidants—into affordable body products. The range includes:

• Milky Gluta Collagen Body Lotion
• Milky Gluta Alpha Arbutin Body Lotion
• 10 Vitamins Bright BHA Body Serum Lotion
• Glutathione and Vitamin C body products
• Brightening body scrubs
• Underarm and foot care creams [2][3][10]

Retail platforms like ALL Online and Watsons list multiple body care SKUs, reflecting the category’s significance [2][3][10].

Facial and jelly masks

Masks are a key component of the brand’s identity. The assortment includes hydrogel and jelly-mask formats such as:

• Reju-Youth Hydrogel Mask
• Reju White Hydrogel Mask
• Bright Me Glow Jelly Mask
• Dark Spot Corrector Jelly Mask
• Acne Oil Control Jelly Mask
• Age Reverse Jelly Mask [5][6][7]

The jelly-mask format is marketed as an innovative alternative to conventional sheet masks, offering distinct visual and textural appeal [5][6][7].

Fragrance

Expanding beyond traditional skincare, JOJI Secret Young offers several Eau de Parfum products, including:

• Homemade Happiness
• Love In The Fun Fair
• Night Of The Crescent
• The Beach Is Calling [19][24][25]

These are retailed alongside skincare items, signaling the brand’s evolution into a broader lifestyle and personal-care label [19][24][25].

Supplements and wellness

The brand has entered the ingestible beauty segment with JOJI Collagen, a drinkable collagen product available in three formulas. This line supports an “inside and outside” approach to personal care, complementing topical offerings.

Product development frequently leverages familiar, marketable beauty ingredients, including:

• Collagen
• Vitamin C
• Glutathione
• Alpha arbutin
• Retinol
• BHA and AHA
• Keratin and Charcoal
• Cica (Centella Asiatica)
• Hyaluronic acid
• Fruit extracts and various vitamins

For example, the 10 Vitamins Bright BHA Body Serum Lotion combines BHA with fruit-derived extracts and vitamins [2][3]. Consumers should distinguish between marketing claims and clinical evidence; ingredient presence does not guarantee specific medical or cosmetic outcomes for all users.

While Thailand remains its home market, JOJI Secret Young has established a formal regulatory and commercial footprint in the Philippines. Records from the Philippine Food and Drug Administration (FDA) show product notifications filed under KONNET INTERNATIONAL (PHILIPPINES) INC. These filings cover skincare and body-care items such as:

• Aloe Cica Fresh Berry Bright Soothing Gel
• Silky Marigold & Mangosteen Body Lotion

These notifications indicate that the brand’s international strategy involves conventional regional distribution channels rather than informal exports. However, FDA notification signifies regulatory compliance for sale and should not be interpreted as an endorsement of efficacy.

In its domestic market, JOJI Secret Young achieves significant penetration through mass beauty retailers. Current listings include:

• Watsons Thailand: Over 20 SKUs listed [7][9][10][23]
• EVEANDBOY: Extensive catalog including award-winning hair and mask products [5][6][13][14][15]
• 7-Eleven / ALL Online: More than 30 products across categories [2][3][4][8][16][17][18][19][20][21][22]

This mainstream retail presence reinforces the brand’s image as an affordable, highly accessible option rather than an exclusive luxury label [11][12].

Celebrity endorsements play a strategic role in JOJI Secret Young’s marketing. Rather than relying on a single universal ambassador, the brand assigns different personalities to specific product categories. Notable campaigns include:

• Mookda Narinrak: Hair-care products, specifically the Charcoal Keratin Treatment Mask (2024)
• August Vachiravit Paisarnkulwong: JOJI Collagen
• Lee Thanat Lowkhunsombat: Facial skincare
• Bookko Thanatchaphan Buranachai: Jelly masks
• DJ Matoom Techin Ploypetch: Fragrance

In December 2024, the brand held the “Joji x Lemonme Celebrity Present” event at EVEANDBOY Siam Square One, featuring these six presenters to reinforce category-specific associations.

JOJI Secret Young operates within a larger corporate portfolio:

TOFU Skincare Co., Ltd.
↓
JOJI Secret Young
↓
Skincare • Hair care • Body care • Masks • Sunscreen • Fragrance • Wellness

TOFU also operates other beauty brands, including Lemon Me, Precious Skin Thailand, and Thai Moni. Consequently, JOJI Secret Young should be understood as one brand within a multi-brand Thai beauty company rather than the entirety of TOFU’s business [13].

As of 2026, JOJI Secret Young has evolved beyond a low-cost skincare label into a multi-category Thai beauty and personal-care brand. Its distinguishing characteristics include:

1. Thai origin and manufacturing ecosystem
2. Close association with TOFU Skincare
3. Affordable pricing structure
4. Broad product range spanning head-to-toe care
5. Strong emphasis on hair and body care alongside facial skincare
6. Trend-oriented ingredient profiles
7. High visibility in mainstream Thai beauty retailers
8. Category-specific celebrity marketing
9. Formal expansion into Southeast Asian markets, including the Philippines
10. Youthful yet inclusive brand identity [14]

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