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Meet Joanna Gatto and Matt Baggiani of Johnny Concert in Fairfax District

Today we’d like to introduce you to Joanna Gatto and Matt Baggiani.

In 2005, Joanna Gatto, co-founder of Johnny Concert, began an apprenticeship with ELLE Magazine in New York City as an assistant to beauty editors. After testing different cosmetic products, she discovered that many cosmetics contained lead and other questionable ingredients. She was horrified that the very lipstick she was wearing contained lead amongst other toxic carcinogens. This raised concern about all the other products she has been using on a daily basis that posed potential health hazards. Taking the issue into her own hands was the motive behind the brand, and the reason she decided to develop a non-toxic, vegan, and cruelty-free makeup line with co-founder Matt Baggiani.

At that time, clean beauty wasn’t really a thing: there was a lack of general knowledge and awareness. We had to allocate many resources, constantly research, and literally create our products from the ground up as one of the first clean beauty brands. As time went on, we have been able to formulate high-performance beauty products, sourcing the finest raw and organic ingredients from around the world: we take great pride in developing our cosmetics by using skin-soothing botanicals and antioxidants rather than unnecessary and harmful chemicals.

It is paramount that the ingredients used in our products are not tested on animals or use any animal by-product. It was our goal to create a 100% Vegan and cruelty-free brand with incredible, healthy ingredients so woman and men can feel empowered when wearing Johnny Concert Cosmetics.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
As you can imagine, we faced many on-going challenges, from sourcing the best ingredients, formulation/development, finding clean packaging components, while being able to keep the cost of the final products accessible, to finding our superstar team and working with the right collaborators.

We have always been big avocets for anything that is safe, natural, vegan, cruelty-free, non-toxic, and environmentally friendly. This ranges anywhere from our personal care products to what we feed ourselves. Our mission is to spread awareness and set an example: the more knowledgable consumers are, the more power they hold.

One of our goals and biggest challenges is to foster a mindset of caring for self, for the community, and for our environment. In that regards, our greatest moments are overcoming the obstacles of what we envisioned our brand to be and making it into a reality while honoring what makes us different and appreciating our authenticity.

So, as you know, we’re impressed with Johnny Concert – tell our readers more, for example what you’re most proud of and what sets you apart from others.
We believe the more educated and aware people become, the more they can see how their choices directly impact others.

Aside from being non-toxic, vegan, cruelty-free in life and in business, we at Johnny Concert strive to focus on improving our eco-conscious business practices. Recently, we have switched our Amplified Eyeshadows to eco-friendly and reusable magnetic paper palettes. Our glitter gels are made from Organic Aloe Vera Gel and Non-GMO biodegradable glitter that does not pollute our oceans or harm our planet and marine life.

We are committed to reducing the environmental impact of our company and supplies while extending our mission to cause unnecessary harm to any area where Johnny Concert has direct influence envisioning new approaches to business.

Upcycling is a practice and something we have been very interested with: we are about to collaborate on a series of partnership projects with local artisan jewelry makers we are very excited about. These artists will turn our packaging components into a beautiful keepsake that our customers can be reminded of.

We are very happy with how everything unfolded as our brand is a direct reflection of our morals and values for clean, safe, compassionate, ethical, and high-performance beauty.

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