JooY, the Fermented Superfood Scalp Care Brand, Has Landed

Say hello to JooY, a new scalp care brand powered by fermented superfoods and rooted in Asian herbal therapy.

Created by Jennifer Yen, a Chinese American entrepreneur and CEO and Founder of YENSA and Purlisse, JooY was born from Yen’s grandmother’s time-honoured scalp recipe and belief that healthy hair starts at the scalp. “My grandmother always said take care of your scalp if you want beautiful hair,” said Yen. “Although you don’t see it, it’s an extension of your skin and should be treated with care.”

JooY launches with a collection of five core products, each designed to redefine haircare standards and foster a community that values the holistic beauty of a well-nourished scalp. The lineup includes the Clarify Shampoo, Clarify Conditioner, Soothing Scalp Serum, Scalp Resurfacing Serum, and Scalp Energizing Brush.

The brand’s formal and independent consumer study found that brand’s hero products—the Soothing Scalp Serum and Scalp Resurfacing Serum—demonstrated impressive improvements in scalp health. For those who trialled the Scalp Resurfacing Serum—a treatment designed to gently exfoliate the scalp and remove buildup—100% saw immediate improvements in scalp condition, with 92.3% noting an improvement in scalp texture and smoothness.

For those who tested the Soothing Scalp Serum—a treatment that detoxifies and calms uncomfortable, stressed-out scalps—96.2% reported an improvement in scalp hydration and felt the serum effectively relieved scalp irritation and discomfort, and 92.3% noted improved overall health and appearance of their scalp.

Fermentation is at the heart of JooY’s formulations, as it breaks down the molecular structure of ingredients into smaller, more easily absorbed forms and helps promote a balanced scalp biome. The brand’s key fermented ingredients include apple cider vinegar, for removing excess oil, improving hair texture, and reducing scalp irritation; fermented rice water, for strengthening hair, promoting growth, and boosting shine; and fermented papaya, for exfoliating, cleansing, and moisturising. The additional inclusion of algae, peppermint, tea tree oil, and niacinamide further support scalp health, promote hair growth, and improve overall condition of the hair.

JooY is also committed to eco-conscious practices. Formulations are plant-based, cruelty-free, and JooY packaging uses 30% post-consumer recycled materials. Moreover, JooY encourages sustainability through refill pouches for its shampoos and conditioners and a recycling program that rewards consumers.

JooY is now available at morejooy.com, with prices ranging from $24 to $48. Information regarding a UK launch is yet to be announced.