Developed by The General Bath and Body Company in partnership with Private Joyce, SKIN_Private Joyce is a beauty and skincare brand catering to consumers belonging to the lower B and broad C markets. Its liberated and ‘elegantly sexy’ personality provides a unique brand positioning that captures the aspirational desires of the Filipina woman today.

Since the brand’s launch in October 2002, it has steadily developed a strong market base, currently with 15 retail branches, 4 consigned outlets, a network marketing distribution channel in the Philippines and United States, and an export channel to the Middle East.