Collection: Ioan Serum

Learn more about our heritage on our .

IOAN was created from the names of both founders, Jani and Jens. Both names derive from John the Baptist, and in Greek, both names translate to Ioannis, a reference to Jani's Greek roots. We have abbreviated Ioannis to IOAN.

All IOAN products offer an instant glow with long-lasting care. They're a quick fix that defies the fundamental beauty rule of superficial benefits while simultaneously providing long-lasting skin support. Every IOAN product is a game on two fronts: today and tomorrow.

What’s more, all IOAN products are based on a rigorous research and development process, including a careful selection of effective ingredients, and approved by real bodies and faces – on set and on the road – IOAN is a skincare solution that exists between the laboratory and the spotlight.

The expiry date can be found at the bottom of the primary and secondary packaging.

Ideally, store in a cool, dry place with the droppers securely screwed in place. Although we use highly stable formulas, it's always a good idea to avoid direct sunlight, heat, and air exposure with any beauty product to ensure optimal quality.

All our products are formulated with sensitive skin in mind and are designed to be gentle enough for even the most sensitive skin types. This is achieved by avoiding unnecessary or harsh ingredients that could cause inflammation or irritation, in line with the IOAN philosophy.

However, it's important to recognize that everyone's skin is unique and can react negatively to certain ingredients. For example, some people may be sensitive to natural ingredients like essential oils or fruit extracts. That's why we display the full list of product ingredients on our website, so customers can make an informed decision before purchasing.

It's also worth noting that all our products are dermatologically tested and evaluated through patch tests, but even the mildest ingredients can cause a reaction in some individuals. For this reason, we strongly recommend testing a small amount of the product on the inside of your wrist to determine its compatibility with your skin before use.

Some of our products contain perfume, but this is hypoallergenic, and all products are dermatologically tested for hypersensitivity reactions. Furthermore, the perfume does not contain any of the 82 fragrance allergens required to be listed in cosmetics. Furthermore, the perfume complies with the requirements of the IFRA Quality and Safety Standards (51st Amendment to the IFRA Code of Conduct, published on June 30, 2023).

IOAN products do not contain parabens or silicones, but these ingredients are generally considered safe for use in cosmetics. Parabens were once widely used as preservatives in cosmetics and have been criticized for their alleged link to health problems. However, studies on their safety are contradictory. Claims that silicones cause skin problems are also unsubstantiated. Silicones form a permeable barrier that protects against moisture loss and offers numerous benefits for the skin. Overall, parabens and silicones are effective and versatile ingredients that benefit the skin and are safe to use.

Our products are 100% safe to use and dermatologically tested. We use gentle and effective ingredients that are not harmful to our planet, animals, or people. We choose not to be a "free-from" brand because natural and synthetic ingredients can be equally toxic. We use the latest scientific evidence as our guide in formulating our products. We don't use unnecessary ingredients. We ensure that our synthetic and natural ingredients are present in the correct dosage so they can do their job while remaining completely safe.

We are committed to reducing our environmental impact. All our paper-based packaging is made from FSC-certified paper from sustainably managed forests; we use fully recyclable glass bottles and jars; we use refillable cups in our products wherever possible, with only refills available; and we are constantly looking for ways to improve our packaging by incorporating more recycled, recyclable, and biodegradable materials.

All our products are manufactured in Belgium, where IOAN's headquarters are also located.

While our products contain natural ingredients, they are not 100% natural. Our products are 100% vegan. We never advertise or promote our products as 100% natural. However, we do promise that our products are made with as many naturally derived ingredients as possible. We always choose natural alternatives whenever possible. The decision to include certain synthetic ingredients in our formulas is based on our belief that the results and function of a product are just as important as the ingredients themselves.

All IOAN products are animal-friendly and never tested on animals.