How Dr Alexis Granite aims to "reimagine wellness" with her new brand Joonbyrd

Consultant dermatologist Dr Alexis Granite has launched her first-ever beauty brand, Joonbyrd, as she looks to "reimagine wellness", starting with five new products for the body.

The brand sets out to forge a new category of 'affective wellness', described as "a state of holistic, emotional wellbeing characterised by the cultivation of positive feeling, individual fulfilment, and deep resilience".

Central to the mission of Joonbyrd, this concept promises to deliver joy with purpose through a collection of mood-boosting, performance-driven formulations that tap into the mind-body connection.

"I wanted to create something that would enrich people’s lives, products that are as skin-transforming as they are sense-stirring, formulas rooted in science but elevated by joy. After three years in the making, I am so excited to finally share Joonbyrd with the world," said Granite.

The brand launches with five luxury bodycare heroes, with refills, body tools and lifestyle accessories expected to drop this summer. It also plans to move into haircare, supplements and functional fragrance in the future.

From luxurious textures and scent profiles that stir the senses to packaging that has been carefully considered to celebrate both form and function, Granite believes there is "pleasure in every squeeze, happiness in every fingerful, and love under every lid".

The initial launch collection includes:

• Moon Swim Body Wash.
• Little Love Body Lotion.
• Violet Haze Body Scrub.
• Sunday Sofa Body Butter.
• Daydreamer Body Serum.

Each formulation is also powered by ALXMD04 technology, comprised of four pillars - high-grade hardworking actives, microbiome support, skin-enriching botanical extracts, and functional enhancers - to combat stress, improve microcirculation and boost mood.

Dr Alexis Granite is a UK-based Consultant Dermatologist, currently working with CeraVe, Merz Aesthetics and Sarah Chapman London.

Her previous experience also includes stints at L'Oreal-owned skincare brand Kiehl's, as well as The Cadogan Clinic in London.

Priced from £48-90, Joonbyrd is now available via its own website. It will also launch exclusively at Space NK on 11 June 2024.