I didn’t set out to start a brand.
I just missed something real.

I grew up on the beaches of Brooklyn—Coney Island, 1990s.
Sunbathing wasn’t a trend. It was a ritual.
We didn’t fear the sun. We lived in it.

Fast forward, and now?
We’re told the sun is dangerous.
Skin cancer is rising.
And the only “solutions” are chemical cocktails in shiny bottles, full of things we can’t pronounce, with smells that don’t belong on skin.

But here’s the truth:
Most skin cancer happens in fair-skinned people who spend most of their lives indoors—then chase a tan too fast, without rhythm, without protection, and with chemical junk baked into their skin.
That’s not nature’s fault. That’s bad advice.

Other cultures—Polynesian, Mediterranean, African—have lived under the sun for centuries.
They didn’t hide from it. They respected it.
They covered up when needed. Used oils like coconut and olive. Built a relationship with the sun.
They had instinct. We had marketing.

So I started asking questions.
What if we stopped fearing the sun and started working with it?
What if we used clean, smart oils that actually supported the skin?
What if tanning wasn’t a gamble—but a ritual again?

That’s where COCOJO was born.

I started with coconut oil—fast-absorbing, sun-resilient, natural.
Then layered in essential oils for scent and skin support.
No synthetics. No fillers. No lab-made mystery blends.
Just nature, doing what it does best.

We don’t fake tans. We earn them.
But we do it the smart way—with nature, not against it.
Start slow. Know your skin. Feed it. Hydrate it.
Glow the way you were designed to.

If that hits?
You’re home.

—Joe