woman made:


How the health coach and Shore Magic founder uses collagen to bring wellness and beauty together.


VIOLET GREY profiles female beauty entrepreneurs who are considered industry game changers because of their individual approach to business. Each one entered the conversation in her own manner and maintained a steady, if not unparalleled, trajectory with her indomitable spirit. 

“Outer beauty is the true reflection of inner health,” says Joy Harari, founder and CEO of Shore Magic, a brand built around hydrolyzed marine collagen and its power to strengthen skin, hair, nails, muscles, joints, and more from within. The certified holistic health coach, who has a special focus on Gut and Psychology Syndrome, first discovered this one-ingredient wonder derived from sustainably sourced wild fish skins when she was working with children on the autism spectrum and adults with depression and anxiety.

“I was met with a lot of resistance, especially from children and parents, when encouraging them to incorporate bone broth into their diets to help heal their leaky guts,” she explains. It was then that Harari had her lightbulb moment. With collagen being the main healing component in bone broth, she set out to develop an odorless and tasteless version made from the purest and highest-quality ingredient she could find. Thus, Shore Magic was born.

“I created the brand when nobody knew what ingestible collagen was,” says Harari, who started incorporating Shore Magic into her health coaching practice for five years before offering the secret sauce to the public. “In time, I realized people were more excited about the beauty and anti-aging effects, so when I finally decided to introduce my products to the world and launch my business, I went straight to the beauty counter!” Things really took off when a scientific study (published in Heliyon, a peer-reviewed scientific journal, in 2018) clinically confirmed the “enhanced bioavailability and efficiency” of Shore Magic in vitro.

Here, the CEO shares her favorite form of meditation and reveals why you should never mess with this martial arts-trained beauty maven.

First thing you do when you wake up?

I give thanks for a brand new day.

Hours of sleep on the regular?

Seven hours.

Time spent on beauty in the a.m.?

I need one hour to shower, get dressed, take care of my skin, and apply makeup.

Typical skincare regimen?

Cleanser, scrub, toner, serum, moisturizer, neck cream, and eye cream—all from my own organic Shore Magic skin care line with micro-engineered collagen. Twice a week, I use our moisturizing collagen mask.

Hair situation in the a.m.?

My hair is so easy these days. I love using Christophe Robin’s Cleansing Purifying Scrub With Seal Salt and Antioxidant Conditioner with 4 Oils and Blueberry. They work wonders!

Your signature beauty look?

Winged eyeliner, glowing skin, and a pale lip. I swear by Thrive Cosmetics eyeliner and mascara, 100% Pure All Over Glow, and Kim Kardashian’s KKW Beauty Nude 1 lipstick with BUXOM gloss over top.

Favorite workout?

The row machine! It gets my whole body working and I actually find it enjoyable.

Go-to breakfast and a.m. beverage?

I have organic espresso with two scoops of Shore Magic collagen frothed in almond milk every morning.

Foolproof self-care move?

My daily beauty routine is its own meditation, so I give myself time for it every morning.

Signature scent?

Prada Infusion d’Iris.

An expensive-but-worth-it product or treatment?

Far infrared sauna to sweat it out and eliminate toxins.

A cheap-but-chic product or treatment?

Coconut oil. I use it as a hair mask and swab it inside my nose and ears. It’s anti-viral and antimicrobial. It’s the best prevention ever. I also oil-pull by swishing it around my mouth for 15-20 minutes a few times a week. It's great for oral health and detoxification. 

Bedside beauty essentials?

Water and a humidifier.

Last thing you do before bed?

Give gratitude and forgiveness.

Beauty icons?
Jane Fonda. She gets better with age and she’s always put together with her iconic style. She’s also still working and productive. Jane makes getting older look great!
Best job?

Being a grandmother and the CEO of Shore Magic. 

Worst job?

I had a homemade bread baking business where I ground ancient organic grain into flour and used it to make a variety of delicious and beautiful artisanal breads. I was exhausted. It did not last very long!

How the idea for your current company came to you?

It was created out of a need and then unfolded organically. 

Best career advice you've ever received?

Follow your passion and be authentic. 

Highest point as an entrepreneur?

Right now!

Lowest point as an entrepreneur?

I don’t see low points as anything but huge opportunities for learning and growth. 

Scariest thing you've ever done?

Terminating a team member. I don’t like to hurt people, but sometimes you just have to bite the bullet.

Best hidden talent?

I received my second-degree brown belt in karate.

Backup career?

I’m a trained actress and dancer. I always love to perform.