Joseph Fiasco brand more than skin deep

Since deciding to create skincare products, in late 2017, Joey Bartlett has produced shower gels, body oils, shimmering body butters and Vitamin C oils and  haircare products. He is now working on a face mist and a T-shirt line as he works towards developing Joseph Fiasco into a lifestyle brand.  - Joey Bartlett
Since deciding to create skincare products, in late 2017, Joey Bartlett has produced shower gels, body oils, shimmering body butters and Vitamin C oils and haircare products. He is now working on a face mist and a T-shirt line as he works towards developing Joseph Fiasco into a lifestyle brand. - Joey Bartlett

WHEN Joey Bartlett started photography, in early 2017, he observed some clients had dried, cracked, or even blistered skin while editing photos. After researching the skin conditions online, he learnt they were often the result of poor skincare.

“If you have dry skin and don’t find something that works for it, you will then develop skin legions. This can lead to your skin cracking and the formation of blisters,” said Bartlett, 31, in an interview with Newsday.

Further research showed proper skincare routines were often complex and required a number of expensive products. So, Bartlett came up with the idea of launching a skincare brand in late 2017.

The first line of skincare products, released by Joey Bartlett under the brand name Haus of July in 2017, included a shower gel, a body oil, and a shimmering body butter. Bartlett has since rebranded under the name Joseph Fiasco. - Joey Bartlett

The brand’s goal was simple: produce accessible, affordable, and easy-to-use skincare products.

“Creating the brand took a lot of studying. A lot of research was involved. I also studied other major skincare brands and their key ingredients.”

Deciding to learn the workings of a skincare brand and the process of making products, online, was neither challenging nor a deterrent. A few months before creating the brand, Bartlett studied YouTube videos to learn the basics of photography.

“The main thing (about making the products) is knowing how to make it. It’s like baking a cake. Everyone knows the recipe to make a cake but not everyone knows how to make a cake well. The process of making a product is important and defines it quality.

Released under name Haus of July, in late 2017, Bartlett’s first line of skincare products were shower gels, body oils, and shimmering body butters. He used personal savings from his job with an insurance company, at that time, to fund the products which catered for women. Further research and reflection led to a rebranding exercise in late 2019.

Haus of July was the first name of Joey Bartlett's products which have been rebranded as Joseph Fiasco. - Joey Bartlett

“During 2019, I realised how severely underserved Caribbean men were in terms of being catered specifically for skincare. I instantly wanted to make a product specifically for men.”

As part of the rebranding efforts, Bartlett created two new products: a beard oil and a vitamin C oil. He said, to date, the beard oil and Vitamin C, used to treat dark spots, have been the most popular products.

His new and existing products carry the brand name Joseph Fiasco. He chose the name because some people think his name Joey is a nickname for Joseph, this explains Joseph. And as to the use of the word fiasco: “Sometimes in order to get things done you have to create a bit of chaos.” For Bartlett, leaving his permanent job to focus on skincare could have been chaotic ...a "fiasco" of sorts. Earlier this year, he left his job to focus on the brand full-time. So, to create an attention-grabbing name he settled on Joseph Fiasco.

The brand also moved exclusively from skincare to include haircare. Creating the new products ensured they were inclusive of and encouraging to men.

A a photographer Joey Bartlett made the decision to create skincare products after noticing his clients' damaged skin. -

“I think men, especially in the Caribbean, are taught skincare or anything to do with pampering is taboo,” Bartlett said.

Lamenting that men must take greater interest in caring for their skins, he said that taboo had resulted in some men neglecting their skins. He notes healthy skin is important for overall health and well-being. While increasing efforts to reach more male buyers, Bartlett’s skincare products remain unisex.

“Whenever I do a product, I give it to a pool of people with different skin types to be tested. After I get feedback, I usually will carry the product back to the drawing board.”

The oils used to create the products are assessed for their effects on different skin types. Their compatibility with the country’s climate was also researched. Given the sensitivity of skins, unprocessed oils are used with the exception of unprocessed coconut oils. Bartlett explained unprocessed coconut oil has been widely researched as being agitating to skin.

Realising that stereotypes about skincare caused some men to neglect caring for their skin, Joey Bartlett made his line more inclusive of men. . - Joey Bartlett

“I am looking to expand the brand away from just skin products. I want to brand to become a lifestyle brand. Covid19 taught us there is no timeline for anything so I’m just observing things.

With home-made skincare products becoming an expanding local market, Bartlett is attentive to the field’s growing competitiveness.

His focus? Finding his niche. He is currently working on a face mist and a collaboration with a local skincare brand. “My thinking is also not just about the individual consumer but about the collective environment.” Bartlett is working to make the brand 100 per cent eco-friendly. As the covid19 pandemic continues to increase the need for online retail, he has dedicated time to building the brand’s online engagement.

His advice for up-and-coming entrepreneurs in the skincare field? “Ensure you are mentally prepared because sometimes you may think your business will go a particular way and it will not. Without genuine passion and drive, any efforts to maintain a business will become derailed. Given the hard work involved in building a brand, passion is important."

Inspiration and learning are also important aspects of entrepreneurship.

Joey Bartlett left his insurance job to focus on building his Joseph Fiasco brand fulltime. The brand’s aim is to make skincare products affordable and accessible. - Joey Bartlett

Bartlett admires the work ethic of singer-songwriter and business mogul Rihanna. Over the past four years, apart from her musical pursuits, Rihanna has launched several businesses including a Fenty skincare line in July.

“Rihanna is constantly improving her craft, in many different fields, and breaking boundaries.”

Outside of building his brand, Bartlett continues to expand his skillset. He holds a certificate in social work from the UWI Open Campus and studied psychology at the University of the Southern Caribbean. In 2018, he did a photography course with the TT School of Photography to continue honing his skills which come in handy as he does his own photography to market his brand. The title of fashion designer may also soon be added to his repertoire, as he is working on designing a T-shirt collection that spotlights TT’s heritage. “It’s important to not a limit a business so that one can continue to push themselves to go above and beyond.”

Ultimately, Bartlett’s mission is to ensure more people become aware of the importance of proper skincare.

His tips for proper skincare?

Drink water daily, maintain a healthy diet that includes fruit, use sunscreen with adequate amounts of SPF’s when being exposed to sunlight for long periods and get proper sleep. With mask wearing being mandatory he advises people to revise the beauty products they used to ensure they are long-lasting.

For more info on Joseph Fiasco: ajbartlett1@hotmail.com, Instagram @josephfiasco868 and Facebook at Joseph Fiasco page.

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"Joseph Fiasco brand more than skin deep"

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