Introducing Joonbyrd

Joonbyrd wellness

Leading consultant dermatologist Dr Alexis Granite has launched Joonbyrd, a new wellness and lifestyle brand rooted in science and elevated by joy.

Central to Joonbyrd is the concept of Affective Wellness—a state of holistic emotional wellbeing achieved by cultivating positive emotions, personal fulfillment, and deep resilience. The brand helps deliver this through its mood-boosting, performance-driven formulations, designed to engage the mind-body connection.

Dr Alexis Granite is a UK and US board-certified consultant dermatologist with almost 20 years of experience in her field. She has recently been appointed to the British Beauty Council advisory board and is a member of British Association of Dermatologists (BAD), the British Cosmetic Dermatology Group (BCDG), and the American Academy of Dermatology (AAD).

With her years of dermatologic expertise, insight into the biology of wellness, and what she calls ‘joyful nostalgia’, Dr Alexis was inspired to create Joonbyrd, a self-care-centred brand that pays homage to her Persian roots – ‘Joon’ means ‘soul, spirit, and life’ in Persian, her grandmother’s native language. It was from exploring her grandmother’s lotions and potions as a child that Dr Alexis understood the significance of self-care, and it was drawing on these wonderful childhood memories that reminded her of the wellness benefits nostalgia brings.

Joonbyrd launches with a core collection of luxe body care essentials that include the Moon Swim Body Wash, Little Love Body Lotion, Violet Haze Body Scrub, Sunday Sofa Body Butter, and Daydreamer Body Serum. Although this introductory collection is small, we won’t have to wait long for new products, as Joonbyrd is set to launch refills, body tools, and lifestyle accessories this summer.

Developed over three years, Joonbyrd’s formulas are powered by ALXMD04 technology, a proprietary blend that combines four distinct ingredient categories to enhance skin metabolism and barrier function. ‘Hardworking Actives’ are biocompatible and performance-driven, optimising skin function for noticeable results. ‘Microbiome Support’ includes prebiotics, probiotics, and postbiotics that maintain a balanced microbiome and protect against environmental stressors. ‘Botanical Extracts’ are nutrient-rich, bioactive ingredients that offer antioxidant, anti-inflammatory, and antimicrobial benefits. Lastly, ‘Functional Enhancers’ deliver extra advantages such as reducing redness, improving circulation, and boosting mood.

Each product in the Joonbyrd collection is designed to deliver meaningful results with a side of fun. There is eye-catching packaging, plush textures, and sweet gourmand scents that excite the senses—expect “pleasure in every squeeze, happiness in every fingerful, and love under every lid.”

Joonbyrd is now available at, with prices ranging from £48 to £90. The brand will exclusively launch in Space NK stores from 11th June. Information regarding a US launch is yet to be announced.

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