Joy believes that every woman is born beautiful by nature.The natural & innate beauty of a woman is a combination of many things – the way she looks, the way she carries herself, the way she expresses herself, the way she deals with different situations, the way she nurtures, the way she cares, even the way she fights.As a personal care company, at a product level, we use nature’s goodness to help women retain their natural beauty and never claim for any enhancement. Hence brand ‘Joy’ believes it is unfair to define or standardize beauty as every woman is Beautiful.