Today we’d like to introduce you to Jo Anna Newton.
Hi Jo Anna, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Hi I’m Jo Anna Newton, owner of SkinCare Matters in Hebron, Ky.
I didn’t set out to start a skincare company. In fact, I’d call it a divine accident. What I really set out to do was heal.
Like many, my journey began from a place of discomfort — physically, emotionally, spiritually. I was looking for answers, not just quick fixes. I wanted to feel at home in my body and in my life. That search led me down a holistic path, one rooted in deep self-care and lifestyle shifts that honored the whole person — not just the symptoms.
I began to work with alternative practitioners to get to the root of some persistent symptoms. Through hair and blood testing, I discovered that I was high in heavy metals and deficient in key nutrients. Shockingly, many of the toxins showing up in my results were the exact ingredients listed on the labels of products I was using — both on my skin and in my kitchen. That moment changed everything.
Skincare, for me, became a doorway. It was something I could touch, mix, and experience. It was tactile, sensory, and symbolic — a daily ritual where I could connect with myself with love instead of judgment. I began making blends in my kitchen, learning the language of plants, oils, and ancestral wisdom. As I educated myself on ingredients and formulated recipes, I discovered something profound: plants carry an innate intelligence. Their bioactive compounds can influence our physiology, while their subtle energetic patterns have the ability to elevate the body’s natural rhythm and state of balance. And I learned that healing happens more naturally in high-frequency states — when we feel safe, nourished, and connected. That understanding deepened my respect for every oil, every botanical, and the energy they bring into our daily rituals. I wasn’t chasing perfection. I was learning to show up for myself as I was, with what I had.
When I started making my own blends, I didn’t realize I was returning to something ancestral. My great-grandmother — who I never knew — used to gather herbs, roots, and plants from the forest to make healing poultices and teas. I’ve been told her remedies helped with everything from seasonal transitions to serious illness, even dissolving tumors. I carry Native American blood, and looking back, it feels like I was being quietly guided — like something in me remembered her ways.
What I put on my skin and what I put in my mouth became sacred choices. It wasn’t about fear or restriction — it was about reverence. I shifted from mindless to mindful, almost overnight. I began seeking out the purest possible ingredients, not just for myself, but for my children, who were babies at the time. Shea butter, clays and plant properties became my toys. I began to experiment with textures, blends and aromas to create affordable products we used every day. At first I created out of a need to be budget-
friendly, then it grew to a hobby. People asked me why I smelled so good so I began to share. I started out pouring soaps and body butters into whatever jars I had on hand — usually mason jars, sometimes even a clean old pickle jar — with names scribbled on masking tape. It was humble and homespun, but it was full of heart. When those same people kept coming back, saying my blends were the only thing that worked for their skin, I realized this little passion of mine had legs. From there, a logo, a brand, and a website were born. It all grew slowly and organically, and many of those first customers still support me today — now with boogie bottles and pretty labels in hand. They followed me on my path as I learned to marry elegance with raw.
Since then I have expanded into a business with an online store space, offering a full non- toxic facial care line, body care items and natural perfume blends. All of this occurred because my returning customers continued to ask me to create new clean products as an alternative for the mainstream market. As I continued to create from a place of personal healing, caring for our bodies became a daily practice of love, protection, and alignment with the deeper calls I was feeling in my life.
One of the ways our family has embraced this healing shift is by moving away from fast-paced living and settling into a slower, more intentional rhythm on nine mountainous acres overlooking the Ohio River. We’ve begun experimenting with small-scale homesteading — attempting to grow some food and herbs, learning new skills, and finding beauty in the process. My husband recently started beekeeping with a single hive, which has since grown to six. It’s been such a joy to witness. I’m especially excited to begin incorporating elements from the hives — like raw honey, wax, and propolis — into future skincare recipes. There’s something so beautiful about combining his hands-on work with my formulations. It will bring a deeper meaning to what I offer.
Another exciting development is the upcoming release of my new three-piece skincare set, created to support what I call the “art of slow beauty”. At the heart of the set is a titanium gua sha tool, engraved with my logo — a small but meaningful detail that represents care and intention. Gua sha is an ancient Chinese practice that helps increase circulation and release tension in the facial muscles, but to me, it’s about more than physical results. It’s a mindful moment — a way to slow down, connect, and return to yourself. I’m not just offering a product, but a method. Over the next few months, I’ll be releasing gentle, beginner-friendly videos that walk people through 5- to 6-minute routines. These are simple, approachable ways for busy moms and women to weave more mindfulness and intention into their everyday lives.
That’s still the foundation of my company today: begin where you are. You don’t need to overhaul everything immediately or buy into perfection. You just need a willingness to listen to your body and start with what’s available to you. Whether it’s starting a business, changing your diet, or simply learning to rest — transformation begins the moment you meet yourself with compassion.
My mission is to make holistic care feel real and within reach — not something you have to earn or do perfectly, but something that’s already yours. To me, wellness isn’t about extremes. It’s about coming back to yourself, listening in, and choosing what feels nourishing. Every product I make is a small part of that — a reminder that healing can be simple, and that beauty lives in the way we care for ourselves day to day.
If there’s one thing I hope people take from my story, it’s this: You don’t have to wait until you have it all figured out. Just start. Start where you are, with what you have, and allow your path to unfold from there. That’s where the magic lives.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Oh, just the usual: trying to homeschool, run a business, be creative, stay grounded, prepare real foods, and live slowly — all at the same time. You know, the classic modern-day contradiction!
The truth is, it’s a constant dance. There are days when I feel like I’m doing a little bit of everything and none of it well — but even in the chaos, there’s clarity. This whole business is really just an extension of how we live. My goal is to create living things for my family. Nourishing meals, herbal remedies, simple self-care. That’s where everything starts. Now I make enough to share with the rest of the world. What you see in my products and offerings is really just the overflow of what’s already happening in our home — an outward expression of our core values: simplicity, slowness, and care.
One of the ways I get through the challenge is by embracing an 80/20 lifestyle — doing things with intention most of the time, while leaving space for real life to happen. Trying to hold the bar too high only creates stress, and that’s the very thing I’m trying to soften. Grace, flexibility, and presence matter more to me than perfection. That mindset is what keeps me moving, gently and sustainably.
So if you’re in a season of juggling, doubting, or starting small — you’re not alone. Keep going. Keep simplifying. Let it be imperfect and full of heart. Sometimes the most beautiful things grow from the margins of our lives, not the center stage.
Appreciate you sharing that. What else should we know about what you do?
At its core, my work is about helping people reconnect with themselves through intentional, nourishing skincare. I specialize in small-batch formulations that are simple, high-quality, and made with a deep respect for both the body and the earth. Every product I create is rooted in the belief that skincare isn’t just about appearance — it’s about relationship. With your skin, your nervous system, your rhythm, and your worth.
What sets me apart is that this is truly a lifestyle for me — not a trend or a marketing angle. I’m not trying to sell an ideal; I’m living the process alongside the people I serve. I formulate with focus and intention, (always paraben/phthalate free and avoiding offending plasticizers and chemical fillers) but my inspiration comes from real life — with homeschool rhythms in the background, two growing kids, and the ongoing journey of my own healing and homemaking. And that’s exactly why I believe in keeping things simple, forgiving, and accessible. I make what I actually use. I teach what I actually practice. And I invite people into a slower, softer way of being with themselves.
What I’m most proud of is when someone tells me that using my products helped them create a moment of peace in their day — even if it’s just one mindful breath over the sink. That means more to me than anything. That’s the ripple I hope to keep creating.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I’m not sure I believe in luck in the traditional sense — for me, it’s felt more like alignment. I didn’t have a business plan. I wasn’t trying to build a brand. I was just answering what was right in front of me: my own healing, my curiosity, my desire to care for my family in a more intentional way.
What started as making simple remedies and skin blends in my kitchen eventually turned into something I could share — and people responded. I followed that response gently, and little by little, it grew. Not because I chased success, but because I stayed close to what felt true. So if anything, I’d say this journey has been less about luck and more about listening, surrendering, and trusting that the right things will unfold when you’re rooted in purpose.
Contact Info:
- Website: https://Skincaremattersbyjonewton.com
- Instagram: https://www.instagram.com/jojonewton?igsh=MXRrNjV3aWd5ZjU1Yg%3D%3D&utm_source=qr
- Facebook: https://www.facebook.com/share/19cQuRJPde/?mibextid=wwXIfr
Image Credits
Image credit : Laura Javier Photography
