Interview: Dr. Alexis Granite of Joonbyrd

Consultant dermatologist and brand founder Dr. Alexis Granite is an authority in dermatology and aesthetics, with nearly 20 years of clinical experience in both the US and the UK.

After completing her dermatology training and serving as a clinical instructor at NewYork-Presbyterian Hospital, Dr. Granite relocated to the UK in 2012 with her family. Since then, she’s established herself at Skinesis Medical at Sarah Chapman in London, acted as a consulting dermatologist for brands, including Merz Aesthetics, Kiehl’s, and SkinCeuticals, and is affiliated with several esteemed organisations, including the British Association of Dermatologists (BAD) and the British Cosmetic Dermatology Group (BCDG).

In 2024, she launched Joonbyrd, a bodycare and wellness brand offering scientifically developed formulas designed to support the intricate skin-mind connection.

We caught up with Dr. Granite to talk about what it takes to build a beauty brand, her advice for aspiring beautypreneurs, and the products she can’t live without.

What inspired you to create Joonbyrd?

I created Joonbyrd as a way to unite what I love most about being a dermatologist, helping patients feel comfortable in their own skin, and my grandmother’s legacy of finding joy and meaning in self-care.

Joonbyrd is on a mission to redefine the notion of functional body care. Your skin doesn’t cease at your chin, so why should your skincare? We believe that clinical skincare doesn’t need to feel clinical to be effective. Joonbyrd is the first premium body care brand to unite dermatology-grade results with neuroscience-backed scent rituals, transforming daily care into scientifically developed routines uniquely designed for joy.

What product makes the best introduction to the brand?

Daydreamer, our firming body serum. It truly encapsulates everything Joonbyrd stands for — clinically active ingredients, sensorial textures, a deliciously addictive fragrance, and a dose of joy. It’s skincare for the body in its truest form.

What has been the biggest highlight?

Seeing Joonbyrd land on shelves at some of the world’s most discerning retailers and witnessing customers fall in love with the products. As a founder, those moments of connection, when people tell me it’s changed how they view body care, are incredibly rewarding.

What advice would you give to those wanting to launch their own business?

Be very clear on your point of difference and your reason for being. The beauty space is saturated, so authenticity and conviction are key. Surround yourself with a great team who can especially support you in areas where you have less experience, and always be willing to learn.

What’s next for Joonbyrd?

We have some very exciting new products in the works, incorporating exosomes and biotechnology as well as neuroscience-based fragrances, so stay tuned.

What does your daily wellness routine look like?

I’m a body care devotee as you can imagine. I typically shower in the morning with Moon Swim and then apply Kaleidoscope Smoothing Serum with either Little Love Lotion or Sunday Sofa Body Butter. I’m also a huge believer in the power of movement, so I try to work out most days of the week. I love to run, for me it’s a tool to tune out (with a show or podcast on the treadmill) or tune in (a long run outside and the creative juices get flowing).

What are three beauty products you can’t live without?

• Daydreamer Firming Body Serum: I’ve definitely noticed changes in my skin over the past couple of years, and I can’t live without this actives-packed serum!
• CurrentBody LED Hair Growth Helmet: My family calls me Daft Punk when I wear it, but clinical evidence shows that LED and low-level light therapy help with hair thinning, something many women my age experience.
• Sisley Radiance Foaming Cream: This is pure indulgence (at a high price!), but honestly, there is nothing quite like it for facial cleansing.

What’s the biggest beauty lesson you’ve learned?

Consistency is key. Small, sustainable habits, whether it’s daily sunscreen, targeted cleansing, or regular exercise, these create the biggest impact over time.

What person or brand would you love to collaborate with?

Oh, there are so many on our wish list! Loewe is a brand our entire team admires so that would be the dream.

What’s not getting the attention it deserves in the beauty industry right now?

Body skin health. We’ve underinvested in our bodies for too long. Conditions like keratosis pilaris, pigmentation, crepey skin, or even simply body skin barrier support deserve more attention. I believe we’re just at the beginning of that shift.

UK customers can find Joonbyrd at Sephora and Space NK, with the brand available in the US exclusively at joonbyrd.com.