AmCham Women in Leadership Delegation Visits JOIK – From One Woman’s Dream to a Global Brand
On October 30, The AmCham Women in Leadership delegation had the privilege of visiting the production site of JOIK, an Estonian brand that has grown from a small home-based venture into an internationally recognized name in natural cosmetics and home spa products.
Founded in 2005 by Eva-Maria Õunapuu, JOIK began as one woman’s creative pursuit and has since blossomed into a powerful example of how passion, perseverance, and purpose can shape a globally admired business. Inspired by Estonia’s nature, JOIK is built on the values of effectiveness, honesty, naturalness, and emotional connection—principles that continue to guide every product and every decision.
During the visit, the delegation had the unique opportunity to see firsthand how JOIK’s beloved products are created, from sourcing natural ingredients to the meticulous production process that ensures the brand’s consistent quality. The behind-the-scenes experience highlighted the brand’s commitment not only to beauty and well-being but also to sustainability and authenticity.
A highlight of the event was meeting Eva-Maria Õunapuu, who shared her inspiring entrepreneurial journey—from experimenting with candle-making in her kitchen to leading an internationally distributed brand. Eva-Maria spoke candidly about the challenges and triumphs of growing JOIK, the company’s evolving strategy, and the importance of staying true to one’s values while expanding globally.
The visit left participants deeply inspired by JOIK’s story and by Eva-Maria’s example of visionary, values-driven leadership. Her journey serves as a reminder that great ideas, when nurtured with passion and integrity, can flourish far beyond their beginnings.
The AmCham Women in Leadership delegation thanks JOIK and Eva-Maria for the warm welcome, insightful discussions, and for showing that Estonian innovation and authenticity can indeed make a mark on the world.