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

It started on the beaches of Brooklyn—Coney Island, 1990s.
The sun was life. A ritual.
We didn’t fear it. We lived in it.

But later, I saw how the world had changed.
We were told to fear the sun.
We were told chemicals were “protection.”
We were sold synthetic sprays and bottles of promises that never felt right on the skin.

And when it came to skincare?
Celebrities cashed checks to push products they’d never put on their own kids.
Toxic formulas dressed up in glossy campaigns.
They didn’t care who got hurt—as long as it sold.

That’s when it hit home.
Because one of those bottles ended up in my daughter’s hands.
She was spraying her face with chemicals I couldn’t even pronounce.
And as a father, that didn’t sit.
So I made her something better.
A face spritz—clean, simple, all natural.
Something I could trust on her skin.

Then I looked around my own home.
The same problem.
Most air fresheners, most linen sprays—chemical cocktails we’re breathing in while we sleep.
That wasn’t good enough for my family either.
So I made a room and linen spritz. Safe. Honest. Actually clean.

That’s how COCOJO grew.
From one need, to the next, to a way of living.

We don’t fake tans. We earn them.
We don’t mask skin issues. We support the skin.
We don’t cover the air with artificial scents. We refresh it with nature.

No celebrities. No fake endorsements.
No synthetics. No fillers. No lab-made mystery blends.
Just oils, waters, and botanicals—working the way they always have.

This isn’t about chasing trends.
It’s about protecting what matters.
It’s about instinct. Rhythm. Products you can finally trust.

If that hits?
You’re home.

—Joe