Why I Started: The J4JAYS Journey

Why I Started J4JAYS

Hello everyone, my name is Jay Mullings and I’m the founder of J4JAY Skincare (J4JAYS) and today I’m sharing a brief overview of how I got started as well as how the products have changed over time. Please feel free if it is easier to listen to this post using the audio focussed video here.

Sensitive Skin Started J4JAYS

I suffer with sensitive skin, unless people really really knew me they didn’t know that I was going through this in my teenage years. I noticed that I would have reactions to, (I don’t want to name these brands or anything) the generic box sets every teen would get: shower gel, deodorant and whatever that cologne was they put together. You would (usually)get these sets for Christmas/Holiday time or on a birthday etc. Those things would burn my skin alive! 

Just My Bad Luck

I noticed quite early that hmm something’s not right and at first I thought, “Maybe I just have the bad luck of getting the batch that wouldn’t work” and then there would also be things that I could use for a while and then suddenly no chance, burns my skin up, can’t do it! Then I had acne on my face as a 16 year old, which again I never had any issues with this before, I’ve got many many pictures of my youth, (before) my skin was always clean and smooth.

What’s up Doc?

I went to the doctors, which back then as soon as anything was wrong yep, I’d go to the doctors. They prescribed me medication which cleared the acne on my face but put acne on my back! Needless to say, I stopped taking the medicine; the acne went away but it left these (dark acne) scars on my back so I have that on top of sensitive skin (for years).

London Town

I’m based in London (in the UK) and we don’t really see the sun very often (don’t laugh) so yeah melanated people’s skin could always be better if you’re living in cold European climates or cold parts of the world in general and you’re not getting access to quality sunshine at least once a day or twice a day or whatever it is, however much the recommended amount of sunshine is, you’re not getting that in London!

Popular Products Must Work Right?

I would try many popular products thinking yep this will do, this must be great! Never really the case in reality, theywouldn’t keep my skin at the level that I would be happy with and eventually I got to where I started tinkering, making my own things, putting together my own blends. I would do that and my skin (as well as beard, nails and feet) improved (greatly) and people would be like, “Mmm what’s that smell?” I’d be like, “Oh yeah just the thing I made…”, they’re like oh that smells really good you should let me try some or you should sell it and again I used to think… 

I know that my skincare journey is very particular and what happened to me with products (which is you buy something with the best of intentions and then it burns your skin up), I would hate for that to be the reaction people had to something that I made so it made me just think oh it was just something that’s particular to me, this is my own tailored blend, it probably wouldn’t work for other people. 

The Questions That Started J4JAYS

As the years went on, people kept saying the same thing, you smell really nice or your skin looks really good, what are you using? What’s your secret? I started to really examine the mindset I had which was being so scared of even one person having a reaction that I would deny the ability (to try) for many people who have suffered as I have suffered. I really suffered in silence by the way; I know some people don’t have the luxury of suffering in silence. You could physically see that their skin has the issues they have. Friends who have psoriasis, eczema and rosacea + all these other conditions that you can visibly see, whereas mine was on my back; so as long as I was clothed you had no idea what was going on with my back for instance and I grew a beard so you no longer saw issues with shaving and all these other sensitivities. 

Shared Skin Struggles

Mine were not visible, they were not showing, I didn’t really make this a thing that I spoke about often or if at all, I’ve had friends for years who had no idea!

I wasn’t willing to even let one person potentially have a bad experience and therefore would deny loads of other people that it could help; so let’s say 100 people were to use this and only 1 person had the reaction, my fixation was on the one possible person which is obviously what you call a ‘scarcity mindset’ instead of a ‘growth mindset’ which is well, that’s actually a 99% success rate. If you somehow scale that it’s 999 people or (rather) 990 people 1% of a thousand is 10 my bad I don’t know where I was going for a second, 990 people have success with it and only 10 people have reactions to it. Then again, because I’m focused on people with sensitive skin, dry skin and uneven skin tones first, the fact of the matter is once we’re able to see results in those areas then most people won’t have any issues or any concerns whatsoever. That’s what I’ve managed to create, now three products instead of just having one.

P for Product 

The main product I’ve been developing the longest was obviously, (I’m saying obviously, this is obvious to friends and people who were around me during the time when I was doing this stuff) the Regal body butter because they would always see me in it, they’d always smell it around me and they would always be asking me questions about it. I developed the lip balm a little bit (yeah about 18 months now) I’ve been developing the lip balm and then the body oil I’ve made as long as the body butter. The body butter I’ve been making for over 10 years right so yes I just started the business in 2025 but this is not something that I just came up with one night. 

Takes a Long Time To Overnight Success

I’ve been developing this thing for 10 years, the body oil I’ve been making for yeah around 6/7 years each time just minor tweaks but I enjoy this stuff so much, I really enjoy it, it really makes me feel good (read great) that I’m helping people sure number 1, number 2 this stuff just smells great (you can trust your nose no gimmicks) so when I’m creating and I make batches it really uplifts my mood. 

More Life

I’m hoping to keep on going further in this avenue and helping people who have sensitive skin because sensitive skin is one of those areas in skincare (that’s not really delivering quality) the marketing says they’re being targeted and tailored to but the facts of the matter is no! 

Like I said I have, or you might have heard in previous posts or so that I have my issues with unscented as a concept, it seems to be more marketing based than actually you know, “This is beneficial!” They’re still using a lot of these (unsafe) chemical stabilizers plus a lot of these cancerous elements. You’ve just taken the fragrance away (oh joy!) that’s no good for anyone. What I’m doing is making natural products that remove the need for anything unnecessary and it gets straight to tackling what are the most serious issues in terms of if you have dry skin you want something that you can confidently count on to moisturise your skin; but not only that, something that is going to improve the level of your skin over time. 

Capture Your Wallet

You’re solely dependent on it (current market) so there are certain creams that get prescribed to people and again these are heavily filled with paraffin or petroleum these are no good for you and over time you develop a dependence on them.  Your skin can’t function without them, your skin will always be dry without these things. What I’m (J4JAYS) doing is I’m trying to build something that will get your skin back to a level where this is now the new normal, dry isn’t your normal anymore, your normal is moisturised, your normal is oh this is great this is a level I can work with. If you want to continue using it absolutely you’re welcome to, I’m trying to work on something that is a solution not just a temporary band-aid you HAVE TO keep using this forever and ever (or else).

Yes, of course I’d love for my customers to consistently use my products and to consistently make this choice, however, the whole point is I want them to get better and see results that’s what’s most important to me. 

J4JAYS Give Your Skin a Win

That’s the story behind J4JAYS the products. Want to know why I created them? Because I use them and they benefit me (skin glows daily) and I think they can benefit others who have similar conditions be it your eczema, your acne, your dry skin, rosacea, so on and so forth. That’s me in a nutshell but I wanted to break down why I use the products why I think they’ll be beneficial to people out there and the sort of ethos that went into them.

Thank you take care!

• J4JAYS Summer 2025 Recap: Building Momentum, One Crown at a Time
• About The Various J4JAYS Product Combinations
• J4JAYS June 2025 in Review
• Why I Started: The J4JAYS Journey
• Most Common Objections To Purchasing J4JAYS