Puremade Bodycare Essentials by J is a homegrown business in Trinidad, dedicated to providing bath and body products for the entire family. Founded and run solely by Joan Sookoo, the brand specialises in handmade, natural products, including body scrubs, soaps, oils, and its best-selling Shea Butter Heel Moisturizer. What started as a personal passion has grown into a full-time entrepreneurial pursuit, reflecting Joan’s commitment to quality skincare and wellness.
The journey to establishing Puremade Bodycare Essentials officially began in 2021, but its roots go back to 2018 when Joan enrolled in a soap and spa course through the Ministry of Community Development. While initially intended as a hobby, the course sparked a deep interest in skincare formulation. She immersed herself in further research and experimentation, eventually developing her signature Shea Butter Heel Moisturizer. Encouraged by positive feedback from friends and family who received early samples, Joan decided to take the leap into selling her products. The response was overwhelmingly positive, igniting the ambition to expand beyond small-scale sales.
Determined to bring her brand into mainstream retail, Joan approached Pennywise, one of the largest beauty retailers in Trinidad, to carry her product. To make this a reality, she officially registered the business—her first major milestone. Following Pennywise, she set her sights on other major retailers, successfully securing space in Massy Stores, JD’s Supercare, Herbs & Health Gulf City, and several other pharmacies. Although her products are no longer available at Pennywise, she continues to expand her reach, ensuring that Puremade Bodycare remains accessible to customers across the country.
Since December 2023, Joan has been running Puremade Bodycare Essentials full-time, a transition that has come with its fair share of challenges. Balancing the roles of entrepreneur, wife, and mother to a teenage daughter requires constant juggling, with different aspects of her life often demanding priority at different times. The journey of entrepreneurship can be lonely, especially as she currently runs the business on her own. However, she credits her family for being incredibly supportive, helping her navigate the emotional highs and lows that come with wearing multiple hats.
One of the biggest lessons Joan has learned is that not every customer or retailer will be receptive to local products. Many stores hesitate to support small businesses, and some consumers naturally gravitate toward well-known international brands rather than exploring homegrown alternatives. This reality has reinforced the need for persistence and determination. Local entrepreneurs must push harder, be strategic in their approach, and continuously market their products to remain top of mind for consumers.
For those considering entrepreneurship, Joan offers candid advice: it is not always easy, and success requires unwavering belief in one’s product. Entrepreneurs must be their own biggest advocates because if they don’t go the extra mile for their business, no one else will. Self-promotion, even when it feels uncomfortable, is key. People may not always vocalise their support, but they are watching, and consistency in branding and customer engagement makes a difference. She also stresses the importance of not relying on family and friends for business success. While their support is valuable, it is often paying customers who become the strongest brand ambassadors.
Building a successful brand goes beyond just selling a product—it requires personal connection and engagement. Joan believes that entrepreneurs should be approachable and willing to interact with customers, whether online or in person. Answering questions, engaging in conversations, and making people feel comfortable are all part of brand growth. Good customer service is at the heart of small business success, setting them apart from larger corporations that may prioritise profit margins over customer relationships.
The reality of running a local business in Trinidad and Tobago means constantly working to stay relevant. With new brands emerging regularly, Joan knows she must work twice as hard to keep Puremade Bodycare top of mind. Local entrepreneurs need to support one another because survival in a competitive market depends on collective effort. Choosing to buy from small businesses rather than defaulting to international brands is a conscious decision that helps sustain local industries.
Joan remains active in the local business community, participating in pop-up events to showcase her products. Most recently, she was part of the Mrs. Universe sashing and media launch event on January 26th. She will also be present at their Forum Day on February 21st at the Couva Chamber of Commerce and at JD’s Mall in Princes Town on February 28th and March 1st during the Carnival weekend. Additionally, she offers direct delivery via TTPost, ensuring that customers can access her products conveniently.
As she continues to grow Puremade Bodycare Essentials, Joan remains committed to her vision of providing high-quality, natural skincare while championing the resilience and determination that define local entrepreneurship.
