Acupuncturist. Writer. Skincare innovator. Mother. These are but a few incarnations of Joanna Ellner’s personal philosophy and living practice – well-being through the pursuit of balance. From first receiving acupuncture at eleven, to helping her patients restore emotional and physical equilibrium, the practice has formed a consistent thread throughout Joanna’s life. Its principles are ones that shape her approach to sustainable skincare brand, REOME. Existing at the intersection of science and grounding practice, REOME harnesses advanced bio-tech actives while promoting a vision of skincare as an act of meditation and self-connection.
01 THE REASON I DO WHAT IS DO IS
I’ve always felt an affinity towards what skincare can do – not only as a perfunctory grooming practice – but for the emotional enrichment it can offer. It’s a panacea for the senses, in a world that has become hyper-digitised. I see skincare as a tool for anchoring back into our bodies and resetting the balance after a long day.
02 THE PRODUCT I'VE DEVELOPED I'M MOST PROUD OF IS
Active Recovery Broth* – our first REOME daily serum. It’s been 28 months in the making, and it’s exquisite. I wanted to make the best skincare product I’d ever used, with the world’s best, sustainably sourced ingredients and lab actives.
*Pictured here.
03 MY SECRET INGREDIENT IS
We have included a breakthrough form of Hyaluronic Acid in Active Recovery Broth. It’s called HA³ and it carries molecular weights that sit between 50 and 2500 KdA. This means it’s capable of penetrating a huge spectrum of depths, translating to heightened levels of hydration both immediately and over time.
04 WHAT I LOVE MOST ABOUT MY JOB IS
the process of having my vision realised. I’ve always had REOME within me, I’ve been scribbling down formula ideas and product names for around 15 years. As an acupuncture practitioner, I also get to experience the antithesis of brand-building: the quiet, intimate exchange of energy that takes place during treatment. Between the two, I feel there is a beautiful sort of balance.
05 THE PROCESS I FIND MOST REWARDING
I was a beauty director by trade, so writing was my job, but the thing I’ve always found the most creatively satisfying is conceptualising and producing the shoots that brought to life the empowerment and art of beauty and skincare. It’s a muscle that I’m also able to flex in my role as the founder of REOME and I’m always on the lookout for new, emerging creatives to collaborate with to visually communicate the essence of REOME.
06 A PAINTER WHOSE WORK I NEVER TIRE OF
Georgia O’Keefe*, for her strength and power in a very male-dominated, patriarchal culture.
*Pictured here.
07 SOMETHING I WISH I HAD CREATED
I would never wish to have created it, but for me, the most perfect and meaningful piece of art is the symbol of yin and yang. It represents the push and pull of life, the necessity of balance for living well and that for every single one of our self-described ‘negative’ traits, we have an equal number of lighter ones. Life is a journey of finding our own path.
08 THE BEST SKINCARE ADVICE I'VE BEEN GIVEN
Treat your skin as you would your finest china. Be discerning about how you handle it, but don’t be scared to use your hands when applying your skin formulations; some of the best results can be achieved through great, nourishing ingredients and the art of self-massage.
JOANNA'S FAVOURITE THINGS
01 Isamu Noguchi at the Barbican: the last exhibition that she saw and loved.
02 The small "Non-conformist" hoops in gold vermeil.
03 The work of artist Fong Min Liao.
04 "Le Labo's "Thé noir 29": her signature scent.
05 A red lip: her ultimate beauty staple.