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Posted by 07.08.18

Colette Courtion has always been a risk taker. This Seattle-based entrepreneur and innovator’s passion is to bring unique products to market that create the best experiences for women. After working for mega consumer brands Pepsi and Starbucks in leadership roles, she began her entrepreneurial career when she launched a line of medical aesthetic clinics in 2005. After building a nationally known brand and selling the company, she became the CEO/ President and Chief Beauty Innovator at JeNu, an at-home beauty device company utilizing ultrasound technology.

It was her most personal journey into motherhood and learning from her girlfriends about the unfortunate changes that occur from giving birth and aging that inspired her to create a product for the millions of women suffering from pelvic floor issues. Harnessing her background in medical aesthetics, Colette partnered with OB/GYNs and launched Joylux in 2014 to bring to market the first and only home device to address women’s vaginal health in 2014.  Her innovations, vFit, vFit PLUS and vSculpt, are now leading the way in the femtech space.

BITB spoke with Colette on how she balances leading a global women’s health technology company and empowering women to live their best lives, with being a loving mom to her son.

1. We’d love to know about your inspiration for creating Joylux, Inc. What has the journey been like to creating products that improve the quality of life for women?

 As I began my journey to motherhood, my girlfriends shared with me some physical changes that occur as a result of giving birth and aging. Building on my background in medical aesthetics, I was inspired to create products for the millions of women suffering from pelvic floor issues. Partnering with medical professionals, OB/GYNs and experts in light therapy, I officially started Joylux in 2014. Our company is dedicated to empowering women to improve their health and confidence and ultimately demystify women’s health issues to make them as mainstream as the struggles men experience as they age.

Historically, we’ve seen a majority of product development and innovation come from men. Fortunately, as more women enter the fields of engineering, science and tech, we’re seeing an increase in company and product launches addressing women’s intimate health concerns. We’re at a pivotal time in history for women on so many fronts. And while there are still barriers within the male-dominated investment community and because women’s sexual health remains a taboo topic of conversation, the time for products like vFit and vFit PLUS is now.

There’s no reason women should continue to suffer in silence. We have technologies and solutions to help address things far more important than surface beauty- very real issues that affect a woman’s quality of life.

2. Some women may be hesitant (or even embarrassed!) to talk about vaginal rejuvenation. What impact have you seen vFit and vFit PLUS have on women and their confidence?

We’re well into the 21st century and it’s still not ok to talk about vaginal health. Far too many women are still terrified to use words like vulva and vagina, let alone discuss with their friends, partners or even their doctor about what’s going on in their sex lives. And, frankly, it’s completely understandable. Girls are conditioned from a young age to think of their vaginas as something dirty or secret. We say, to heck with that. Every woman deserves to have a healthy vagina and a thriving sex life — and she deserves to have all her questions answered.

It’s conservatively estimated that 1 in 3 women experience pelvic floor issues that can impact self-confidence and sexual function. Pregnancy, the process of childbirth, hormone changes during menopause and aging can affect the cells and tissues of the vagina and the muscles of the pelvic floor. With vFit and vFit PLUS, our professional model, which includes additional features and treatment times to allow women to achieve better results faster, women can expect to feel greater sensation, comfort, and pleasure as well as an increase in vaginal wellness and sexual function. And, as proven in 60-day trials with vFit, 89% of women also reported experiencing increased confidence with intercourse.

3. What is the best business advice you’ve been told and still use today?

The best business advice I have received is advice I follow daily: never take “no” as an answer. Even when you are told time and again, NO, continue to persevere. Keep fighting until you find the best partner(s), secure the best investor(s), recruit the best employee(s), are marketing to your optimal audience(s) and selling to the right customers.

As a businesswoman, working in an industry that’s been marginalized by society in the past, marketing a product that addresses issues that are seen as taboo, it’s required that I be unwavering in my passion for our mission. Leaders don’t take no for an answer. Instead, they find creative ways to turn a “no” into a “yes”.


Posted by 11.17.13

A personal quest to conquer acne led Colette Courtion on her journey from Starbucks marketing executive to beauty innovator. Today, she is the president and lead beauty innovator of JeNu, an anti-aging system that combines a handheld ultrasound device and with science-driven skincare. Prior to founding JeNu in 2011, Colette created Calidora, a chain of high-end, anti-aging skin clinics in 2005 in the greater Seatle area.

Here she shares details of her career path and skincare knowledge with Beauty in the Bag.


Tell us a bit about your background. How did you make the transition from marketing at Starbucks to beauty?

I’ve always been super passionate about beauty and taking care of myself. In my late 20s/ early 30s, I suffered adult acne and it was absolutely horrible and humiliating. I didn’t like the standard approach of most physicians, which was to put me on Actutane, a very aggressive drug. I started to do my own research and found that lasers could be effective at treating the type of acne I had. After 3 V-beam sessions, my acne was gone. This is when I decided that there needed to be a place for women and professionals like myself that wanted healthy skin without harsh side effects. I took the marketing skills and business acumen that I learned from my previous marketing job at Starbucks and founded Calidora Skin Clinic, a chain of advanced, anti-aging, and skin rejuvenation clinics that offered the latest in skincare technology and products to help people achieve their skincare goals.

Please describe the JeNu system. Is there more than one device?

JeNu is the next-generation ultrasound skincare system that is clinically tested and validated to deliver 12x more key anti-aging ingredients into the skin versus cream alone, for more youthful, radiant eyes and luscious, fuller-looking lips in as little as 14 days. The JeNu Active Youth Skincare System comes with a first-of-its kind, professional quality ultrasound wand; the Active-Youth Eye Treatment, which is infused with advanced microsphere technology and key anti-aging ingredients—vitamin A & C, Matrixyl® Peptides, and hyaluronic acid; and the Active-Youth Lip Serum, which is infused with advanced microsphere technology and nourishing ingredients—vitamins A & E, Volulip™, and olive & grapeseed oils.

What’s the connection between ultrasound waves and improving the condition of skin?

The JeNu Ultrasound Wand works by infusing hundreds of thousands of safe, gentle, ultrasound waves per second into our Active-Youth Eye Treatment, activating the microspheres. When activated, the Active-Youth Eye Treatment revitalizes the delicate skin around your eyes by infusing antioxidants and skin-firming and hydrating ingredients more effectively. The JeNu Wand also provides lip benefits by activating the microspheres in the Active-Youth Lip Serum to reduce the appearance of fine lines around the lips, smooth away dryness, and leave lips looking naturally full and healthy.

Is the JeNu device similar to professional treatments at spas or doctors’ offices?

No, it’s completely unique and is a nice compliment to in-office procedures. While it uses the same ultrasound technology, the JeNu System enables the active anti-aging ingredients in our creams to work more effectively than just skincare cream alone. Think of the JeNu System like the Ferrari of skincare products.

In addition to using JeNu, what other procedures or treatments do you recommend to turn back the hands of time?

It starts with taking care of the skin and there is nothing better than sunscreen. Sun exposure is the number one cause of skin aging. Everyone should use a daily sunscreen of +30SPF, even in grey, rainy Seattle. To help your skin look young, I recommend a monthly exfoliating treatment, such as a very good professional facial, chemical peel, or microderm treatment. It will help exfoliate all those dead skin cells, revealing softer, healthy-looking skin.

What’s next for you and JeNu?

The JeNu Ultrasound System is a platform technology. We will be microsphere-infusing more creams, such as age-spot correctors and brightening serums, to be used with our Ultrasound Wand to make these products more effective than what is currently available. Look for more creams/serums to be introduced next year.



Posted by 12.06.10

Calling all romantics!
We have 3 bottles of Tocca’s Colette Eau de Parfum (a $68 value) to giveaway to winners of this week’s contest. The famous French novelist, Colette, author of Gigi – which was made into the Hollywood musical staring Leslie Caron – inspired the scent, said to capture the seductive essence of a woman. Known for her romantic liaisons as well as her writing, Colette would be proud of this fragrance that is perfect for the sensual woman in all of us.

To Enter: Tell us about the most romantic moment of your life (we all want to know).

TWEET twitter.com/beautyinthebag

POST facebook.com/beautyinthebag

to be eligible to win!

*No purchase necessary. Open to US residents only. Contest begins 12/6 at 11 AM EST and ends at 11 PM EST 12/9.


Posted by 10.27.14

Leading luxury hair line Kérastase Paris collaborated with renowned fashion designer Vanessa Seward — who has worked at Chanel, Azzaro, and A.P.C. — to create a small collection of gold hair accessories. Manufactured by Edgard Hamon (who Seward previously worked with at Chanel and Azzaro) the collection includes a chain-link headband, hair cuff, and rhinestone-encrusted barrette. Exclusively available at Paris-based boutique Colette, this must-have, limited-edition collection is valued at over $300.





TO ENTER: Which celebrity’s hair style do you aspire to have?

COMMENT: Post your response in the comment section of this post


TWEET your response to @Beautyinthebag


LIKE the BeautyInTheBag Facebook page and post your response

To be eligible to win!

Open to US residents only. Contest begins 10/27 at 11 AM ET and ends 11/09 at 11 PM ET.

*No purchase necessary


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