Launch Date: April 2024

Geography: London, United Kingdom

Founder: Dr. Alexis Granite, Founder + CEO

Executive Team:

• Chloé Chandarana, Commercial and Marketing Director
• Zachary Brech, Fractional CFO

2026 Full Year Projected Revenue: $2M - $5M

Primary Category: Bodycare

Other Category: Wellness 

Funding: Angel Investment 

Primary Distribution Channel: Prestige

Other Distribution Channels:

• DTC
• Department Store
• Independent Retailers

Key Retail Partners:

• SpaceNK
• Cult Beauty
• Harrods 

2026 Projected Offline Distribution Points: 170

Joonbyrd was born from the belief that bodycare has been overlooked for too long. While facial skincare has become sophisticated, body products have remained sensorial and scent-driven, often lacking meaningful efficacy. As a dermatologist, inspired by my patients’ skin concerns below the chin and the fact that 96% of our skin is on our body, I created Joonbyrd to serve the specific needs of body skin. Bodycare occupies a unique space between skincare, fragrance, and wellness. Unlike facial skincare, where consumers may tolerate purely functional formulations, bodycare products must deliver clinical efficacy and sensorial pleasure to become part of daily rituals. Joonbyrd combines high-performance skincare science with mood-boosting scents to create a new category of dermatologist-developed bodycare. Our formulations, rooted in clinical innovation, incorporate actives, barrier-supporting ingredients, and neuroscience. Designed to deliver lasting results and emotional well-being, Joonbyrd products support skin health, but care goes beyond the surface. Research shows that compromised skin can contribute to inflammation within the skin itself and throughout the body. Bodycare doesn’t just benefit your skin; it benefits whole body health. 

Insights: Dr. Alexis Granite, Founder + CEO

Why now and why you?

We’re thinking about skin health more holistically than ever before. There is growing awareness around longevity, well-being, and the connection between how we look and how we feel, yet bodycare has lagged behind facial skincare in both innovation and expertise.

As a dual UK and US board-certified dermatologist, I am uniquely positioned to bring greater clinical credibility to the category. And just because something is high-performance doesn’t mean it has to feel medicinal. We set out to create products that people will genuinely enjoy using. In dermatology, consistency is key.

The timing of Joonbyrd and the intersection of efficacy and emotion also feels culturally relevant. Self-care has evolved from indulgence into something much more intentional and mood-driven. Consumers increasingly want products that deliver visible results, while also supporting how they feel day to day. The skin and the brain are intimately linked, with a connection that starts in the womb and carries through into your adult life.

What fuels your competitive advantage?

Our competitive advantage lies in our unique combination of clinical credibility and emotional connection. Joonbyrd is not simply a fragrance-led body brand or a purely clinical skincare line. We sit at the intersection of dermatologist-developed efficacy and sensory experience. We are also building beyond traditional retail through clinic integration and strategic professional partnerships, creating a more unified approach between in-clinic body treatments and daily skincare maintenance. Our skin tightening protocol combining our Daydreamer Firming Body Serum and Ameela injectable polynucleotides is one example.

At the product level, our formulations are designed with the same level of sophistication typically reserved for facial skincare, incorporating our proprietary ALXmd04 technology—advanced biotech actives, microbiome support, antioxidant defense, and skin-mind balance.

What’s your proudest accomplishment to date?

One of the things I’m most proud of is that Joonbyrd has always aimed to push beyond traditional beauty marketing and genuinely contribute to the future of skin health innovation. Our collaboration with Outer Bioscience Laboratories on Future Romance Longevity Body Glaze is a perfect example of that. Together, we explored the product’s impact not just on the skin’s surface, but at a deeper biological level—looking at markers linked to inflammation and skin aging—and demonstrated that Future Romance was able to reduce the cellular processes that underpin inflammaging. For me, this represents where I believe the industry needs to go: moving beyond superficial claims toward a better understanding of how bodycare can support long-term skin health.

What is the one thing you wish someone had told you?

How long brand building truly takes. There is the perception that successful beauty brands explode overnight, but most enduring brands are built through years of iteration and refinement. Earning consumer trust, especially in a premium and crowded category, takes time.

Also how important sheer resilience is. The highs and lows of entrepreneurship can be extreme, and staying level through both has been a huge learning curve for me. Perhaps it’s better not to know what you’re getting yourself into from the start!

What would you tell your past self before starting this journey?

Try to tune out the noise. Don’t compare your beginning to someone else’s middle. I’m still reminding myself two years in. And get used to discomfort. Real estate mogul Fernando De Leon described entrepreneurship as a “constant pit in your stomach,” and I absolutely agree.

What does success look like in the next 3-5 years? 

Success for Joonbyrd means becoming a globally recognized leader in dermatologist-developed bodycare while expanding into the professional channel in a meaningful way. We are set to launch our first London clinic, No. J, in fall 2026, with plans to expand to the US. Success also means fundamentally shifting how consumers think about bodycare—moving the category from an afterthought into an essential part of skin health, well-being and longevity.

What's one industry trend that is overhyped, and what's being overlooked? 

Overcomplication is overhyped. No one needs a 10-step routine; in fact, that’s often a recipe for irritation and dermatitis.

The role compromised skin plays in triggering overall inflammation within the body is currently overlooked. Our mission at Joonbyrd is to bring more attention to the importance of skin health to total body health.

How do you think the industry needs to evolve?

I’d love to see the industry become less driven by constant novelty and overconsumption. The most meaningful products are the ones people genuinely integrate into their lives and return to again and again, not necessarily the shiniest and newest trend.

If you could wave a magic wand, what one wish would you make for your business?

I would love for Joonbyrd to become an enduring global brand. A brand that not only improves skin health but also becomes part of people’s daily lives. I’m a huge believer that little things make big things happen, and if people find joy and confidence through our products, then we’ve done our job well.