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Our Story

Israel, the roots of Joli

Cool Timeline

Feb 1995

THE ORIGINS OF JOLI

THE ORIGINS OF JOLI

Everything started in 1994 in the moshav of Kfar-Warburg where Linoy’s mother was working in her fields. She grew many fruits and vegetables including almond trees.
When she got pregnant with Linoy, she started to extract her own sweet almond oil to apply on her skin and hair because she knew the exceptional qualities.

Few years later, Linoy left with her family to Paris where she spent her entire childhood.
Later on, she studied in a Parisian school of luxury marketing where she discovered the world of fashion and beauty, and in particular when she worked at Christian Dior where she loved to stroll through the perfume and haute couture.

But as a young adult, her desire to return to her origins brought her back to Israel, where she graduated from one of the top business and economic schools .
There she met the love of her life: Jordan.

Sep 2014

JOLI, AN ISRAELI STORY FOR ALL ISRAELI WOMEN

JOLI, AN ISRAELI STORY FOR ALL ISRAELI WOMEN

From the time she moved to Israel, Linoy admired and identified with Israeli women who are proud, independent, and self-confident.

Living the Mediterranean life, the Israeli women she met were natural beauties.

At some point, though, she made a surprising discovery.

Since leaving Paris, her hair had changed.

It was weaker. It had lost its signature shine.

She quickly learned that she was not alone. In fact, it was a huge problem for most Israeli women.

Sun, salt, and humidity are bad friends for our hair!

Hoping to find a solution for herself and others, this young women Franco Israeli conducted research and developed her own brand of hair care products.

Joli is for all those beautiful and strong Israeli women with an independent spirit and a head full of dreams.

Oct 2020

THE SCENT OF MEMORIES

THE SCENT OF MEMORIES

Few years after graduating, she was expecting a daughter, her mother reminded her to apply her famous sweet almond oil elixir. The moment she applied it to her hair and smelled it, she was transported back to her childhood.
JOLI is for all beautiful and strong women with an independent spirit and a mind full of dreams.
Inspired by her childhood and her numerous travels, Linoy has chosen enchanting fragrances for her hair care products such as orange blossom, jasmine or sweet almond oil.

Dec 2020

PRODUCTS MADE IN ISRAEL

PRODUCTS MADE IN ISRAEL

Hoping to find a solution for herself and others to meet a real need, this young French-Israeli woman carried out research and developed her own brand of hair products.
Unlike international brands that manufacture their products in Israel but do not write it on their packaging, JOLI is proud to manufacture all her products in Israel and to highlight the MADE IN ISRAEL.

Therefore, she worked tirelessly and surrounded herself with the best to create products that combine modernity with grandmother’s recipes, Israeli products with French haute couture and simplicity of use with professionalism.

Mar 2021

JOLI, FOR ALL WOMEN

JOLI, FOR ALL WOMEN

For the ones who spend their time traveling but always come back to Israel,

For the ones who don’t go out without their blowout,

For the ones who love to spend time in their bathroom,
For the ones who don’t have time to spend time in their bathroom,

For the ones who love to feel beautiful,
For the ones who are active,
For the ones who are independent,
For the ones who are ambitious,
For the ones who are beautiful as they are.

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