28 September 2022

Discover the Persian Secret: Joon’s Saffron Hair Elixir gains Cult Following after Successful Launch

Joon Haircare may have launched its new Saffron Hair Elixir, but it is already catching the attention of beauty editors, hairstylists and consumers alike. After being featured in breakout coverage in Allure, Joon is in its second production run to keep up with demand.

A Houston-based company, Joon is carried in the city’s top salons including: Blue Mambo, Beautique Salon, Tousled Salon and D-Vine Salon. The brand also participated in Create & Cultivate Houston, and was included in their influencer swag bags. Joon was featured in Byrdie, PopSugar, HelloGiggles and made Allure’s most coveted list: Best Hair Oils for 2017. In addition, Joon appeared in some of the city’s most notable publications, such as: Modern Luxury, The Houston Chronicle, and Houstonia.

Coming from a family business background, Joon Founders Shiva and Kayvon Tavakoli spent their entire lives in the salon haircare world. Their father was an immigrant who came to the U.S. when he was 17-years old and after moving to Houston, built a successful salon empire and haircare laboratory. Shiva and Kayvon have worked in the family business for years, working closely with hairstylists, many of whom are first or second generation immigrants and they want to embody the diversity of people with their new line. Inspiration for the product’s ingredients came from Joon Founders Shiva and Kayvon Tavakoli’s Persian roots.

Joon is a haircare line inspired by my Persian grandparents, but it’s more than just about being another brand,” says Shiva Tavakoli, Joon Haircare Co-Founder. “It’s really an immigrant story, an underdog story about celebrating your history – whether you come from Mexico or the Midwest. It’s about celebrating your story and pushing past boundaries, hardships, borders, or stereotypes.

The idea behind Joon came from early summers spent eating from their grandmother’s kitchen table, while their grandfather ran a spice trading company. The mixture of smells and flavors inspired bright plant-based infusions in the new line with products that will feature saffron, rose, fig, pomegranate and other naturally inspired pairings. What resulted was a combination of kitchen and science, and ancient to cutting edge.

We tried to create a line that marries ancient tradition with modern science,” says Shiva Tavakoli. “We really wanted to incorporate Grade A ingredients and make sure to also create a product that works really well, and I think most people will find that to be the case with Joon products.”

The multi-functional product has a number of benefits including: protecting hair from hot tools, detangling, defrizzing and decreasing hair drying time. “I think what catches people’s eye immediately is the saffron floating in the glass bottle. This visual appeal creates a natural curiosity to learn and try the product.”

About Joon Haircare
Joon, which means “dear” and “life” in Persian, is a haircare line that pairs ancient Persian secrets with modern chemistry. Co-founders, Shiva and Kayvon Tavakoli, spent much of their summers learning from their grandparents about the various Persian herbs and spices. The first product, Saffron Hair Elixir, contains saffron, pistachio and rose, which were used in Persian beauty rituals for centuries. Saffron, a spice worth more than its weight in gold, is used to strengthen hair. Pistachio nourishes and moisturizes for bouncy and smooth hair. Adored in Persian poetry and art, rose has long been used to make hair smooth and shiny.

For more information about Joon Haircare, please visit www.joonhaircare.com


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