101 GUIDE TO JOONBYRD
Say hello to Joonbyrd: the body care brand you didn’t know you needed but won’t want to live without.
Dreamt up by Dr Alexis, a dermatologist with one foot in New York and the other in the UK, Joonbyrd blends clinical skin science with pure, unapologetic joy. Inspired by her grandmother’s sweet rituals and backed by serious skin care smarts, this brand transforms body care from a chore into a feel-good moment you actually look forward to.
To celebrate Joonbyrd in all its glory, here at Cult Beauty we caught up with the brand’s founder, Dr Alexis Granite, to take a deep dive into everything — from the story behind the brand to the innovative technology powering each product.
Ready to glow from head to toe? Let’s go.
IN THIS ARTICLE:
- The Story Of Joonbyrd
- The Meaning Of ‘Joonbyrd’
- Joonbyrd’s Main Beauty Mission
- What Is Joonbyrd’s Alxmd04 Technology
- Dr Alexis’ Best Body Care Tips
- Best Joonbyrd Products
- What’s Next For Joonbyrd
THE STORY OF JOONBYRD
Brainchild of dual US- and UK-certified dermatologist, Dr Alexis, Joonbyrd was born out of the founder’s love and determination to help patients feel more confident in their own skin and uniting that with her grandmother's legacy of finding joy and meaning in self care. “I was seeing more and more patients present with body skin concerns and traditionally body care has been viewed as a nice-to-have or very functional, almost medicinal. I wanted to create a range of body care with skin care benefits, but that is also a joy to use” says Dr Alexis.
As a lifelong beauty lover, Alexis explains how she remembers “going back to playing with my grandmother's lotions and potions as a young girl. I also come from a family of doctors, so the intersection of science and skin meant that dermatology was always in my future!” Originally from the US, Dr Alexis grew up in New York where she worked for many years before moving to the UK 13 years ago with her family. “I've also worked as a consultant and brand ambassador for the last decade for several incredible skin care brands which helped me see the world of beauty from a different point of view in terms of how to build a formulation from just a concept on paper all the way to finished product. I am so inspired by my patients and created Joonbyrd to help target their skin concerns while building on my passion for understanding the biology of the skin and of course tying in joy.”
THE MEANING OF ‘JOONBYRD’
Paying homage to her Persian grandmother, one of her biggest inspirations, Alexis named her brand ‘Joon’— a term of endearment in Farsi. “While my grandmother always called me Lexi-Joon, Byrd comes from my children's favourite song when they were little (‘Blackbird’ by The Beatles), which is not only a gorgeous melody but also a song about strength and hope inspired by the civil rights movement in the 1960s.”
JOONBYRD’S MAIN BEAUTY MISSION
Dreamt up to wash the world in colour – one beauty product at a time – Joonbyrd is redefining the notion of a dermatologist-developed brand, uniting efficacy with emotion. “We believe that clinical skin care doesn’t need to feel clinical to be effective, instead we focus on performance-driven formulations that have been developed with science and designed for joy. Your skin doesn't cease at your chin, so why should your skin care? We are all about transforming body skin and creating a sanctified space for self care with clinical-grade ingredients, mood-boosting fragrances and decadent textures.”
Wrapping its products in a thick layer of JOY, Joonbyrd’s philosophy is built on Dr Alexis’ childhood memories of playing with her grandmother’s sweet-scented lotions and potions. “With the notion that self-care is a tool to connect and empower, I am a firm believer that little things make big things happen. Those small hits of happiness in your day go a long way, and we want to tap into joy in many ways (we’re talking with a colour pop on your shelf, a gorgeous, mood-boosting scent, a decadent texture, skin that looks and feels its best and community connection).”
WHAT IS JOONBYRD’S ALXMD04 TECHNOLOGY
Ensuring all its formulations are based on a full 360-degree approach to skin, Joonbyrd created its renowned four-pillar ALXmd04 technology to encompass the full picture of skin metabolism.
But what exactly is ALXmd04 technology?
“It took over three years to develop our launch formulations, and every ingredient is hand-selected by myself and our amazing team of chemists. Each product is uniquely engineered to support skin at the cellular level and achieve visible, long-lasting results. Our formulations are built on four synergistic ALXmd pillars: hardworking active ingredients, skin barrier-strengthening prebiotics, free radical-fighting botanicals, and stress-relieving adaptogens. In essence, these work together to support optimal skin health.”
DR ALEXIS’ BODY CARE TIPS
Dr Alexis’ top advice when it comes to body care? Be patient and remember, consistency is key!
“96% of your skin is actually below the surface, so body care is essential to our overall health and wellbeing, making it worth investing in. Sensations of pain, temperature, touch, and deep pressure all originate within the skin. Your skin acts as the first line of defence against environmental aggressors, infection, dehydration, and mechanical damage. So, with all that in mind, consistency is key to a body care routine, just as it is for facial skin care. The skin on the body is also thicker than that on the face, so it may take a bit longer to see results.”
BEST JOONBYRD PRODUCTS
2
£78.00
5
£78.00
5
£50.00
£40.00
2
£52.00
2
£45.00
3
£42.00
£80.00
£82.00
WHAT’S NEXT FOR JOONBYRD
“We have so many exciting things in the works at Joonbyrd! We'll be expanding our body care range with products directly inspired by several of the treatments I perform in clinic, incorporating innovative biotechnology. We are also tapping into neuroscientific research for an upcoming launch next year. And as always, we will continue to dial up the joy with deliciously addictive aromas and decadent textures,” concludes Dr Alexis.
Watch this colourful space!
Cult Beauty’s Senior SEO Copywriter, Trifonia started out in the industry when bold brows were just becoming a ‘thing’, and shares a passion for all things fashion and beauty. Currently embracing her curly girl journey (after endless years of straightening her strands), she is finally reverting to her natural ways! When Triffy isn’t busy testing out the latest curl-saving solutions, you’ll find her binging the latest reality TV show or on a long walk listening to her ever-evolving country music playlist.
