Sara Shah created Journ through her personal journey with acne and the scars it left behind. She was frustrated with her routine of layering multiple skincare and makeup products to heal and conceal the areas affected. Even after all the effort, she was unable to achieve natural looking, flawless skin. She knew part of the problem was that the industry was not creating efficacious products for the underlying skin concerns experienced by women with medium to deeper skin tones. She founded Journ to create skincare-focused-cosmetics that will conceal specific skin concerns for a flawless look and also help improve them over time.