The Beginning
Joli's love for cosmetics began at an early age. She can still remember - at only five years old - carefully applying lipstick on her mother's lips before she went out for the evening. This passion for beauty continued throughout the years and led her to cosmetics giant Clinique, a division of Estée Lauder Companies. Starting as a sales associate, Joli was recognized for her business acumen and quickly climbed the ranks to become regional marketing director for a $73 million territory encompassing five U.S. states. After 16 years at Clinique and a highly successful career, Joli felt the time was right to start her own cosmetics consulting company, which also afforded her the opportunity to turn more attention to her young family.
The Pür-fect Moment 4-in-1 Pressed Mineral Makeup
It was during this time of "semi-retirement" that Joli's husband, Bob, and his business partner introduced her to a very special product formulation: pressed mineral makeup. Immediately realizing she was holding a breakthrough concept in her hand, Joli joined the company as President and, in February 2003, Pür Minerals became a reality. Since taking the helm, Joli changed the pressed mineral makeup formula five times before feeling 100 percent satisfied. The product, now known as the 4-in-1 Pressed Mineral Makeup, is the company's number one selling product and has truly become the revolutionary concept Joli first envisioned.
Distribution Growth and Expansion
Joli debuted Pür Minerals on Canada's home shopping network, "The Shopping Channel," in 2003, presenting five core product offerings. Within six months, Pür Minerals was the number one colour brand on the network and had also successfully launched on Shop at Home in the U.S. This quick sales success coupled with solid financial backing afforded Joli the opportunity to grow the line and product offerings into a prestigious mineral-based makeup and skin care brand. In 2006, Pür Minerals launched in more than 250 ULTA stores nationwide with more than 150 products. And in 2007, Pür Minerals continued the expansion success into international markets such as Australia and Japan. In first quarter 2008, Joli led Pür Minerals to new heights with a successful launch into Dillard's stores throughout the U.S. Today, the brand is poised for success as an international multi-channel distribution powerhouse that includes brick and mortar retail, e-commerce and live TV shopping.
Behind the Scenes
Working closely with her hand-selected team of professionals, Joli continues to lead every aspect of the Pür Minerals business, including product development, sales, distribution, and education.
