Joseph Yildiz
Founder of Jo Nova
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My passion for beauty and wellness is rooted in my family’s traditions from Antakya, Turkey, an ancient city known for its history and natural beauty.
Growing up in an olive oil-producing family, I learned to craft natural soaps with olive and laurel oils, reflecting a philosophy of using nature’s gifts for self-care.
Moving to England 25 years ago, I brought these traditions with me, along with my 30 years of experience as a hairdresser. Today, I run Joseph’s Salon in St Margarets, London and founded Jo Nova Hair and Skin Care to expand beyond traditional hairdressing.
Jo Nova was born from a collaboration with my wife, Nasreen, a homeopath and herbalist. Together, we combined my family’s heritage with her expertise in natural healing to develop products that address growing concerns about chemical exposure in beauty and personal care.
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