BRAND OVERVIEW

Co-founders Shiva and Kayvon Tavakoli grew up working in their family’s salon chain and haircare laboratory; they learned the ins and outs of the haircare industry. They spent their childhood summers at their Persian grandmother’s kitchen table learning about her homemade beauty rituals and their grandfather's spice company. They realized that there were so many powerful, nourishing ingredients that had never been used before in cosmetics, and an idea was born. Joon infuses modern formulations from their time in their family’s salons with ancient Persian beauty rituals from their grandmother’s kitchen table. The mixture of scents and flavors inspired plant-based product infusions featuring ingredients such as saffron, rose, sumac and pistachio.