The brand signed an exclusive deal with Sephora to make its regional debut in March 2020. However, the launch was hampered by the COVID-19 pandemic.
Once the pandemic is over, said co-founder Shiva Tavakoli CosmeticsDesign-Asia that the company was excited to push forward with its Asian expansion.
“(2020) wasn’t the best time to pitch anywhere honestly because we couldn’t be there in person and everything was closed. Now we are ready to come back and come back strong.”I got Tavakol.
Today, it is available through Sephora in Malaysia, the Philippines, Singapore, and Thailand.
However, Tavakoli said that getting into local salon channels was imperative for the brand.
“It is very important for our brand because Joon is a salon brand. And that channel gives us legitimacy, even if it’s retail, because not every hair care brand can get into the professional channel.
“Being in a salon helps your brand grow gradually. There are the stylists who help educate the consumer, while in retail a lot of attention is paid to marketing. There are pros and cons, but we want to expand (into salons) because that’s how we started too.”
Meanwhile, the company is strengthening its brand awareness in the SEA with Sephora’s launch of its latest product, Sumac Scalp Scrub and Exfoliating Shampoo.
“There is a lot of interest in hair care and we have seen it move into scalp care. It’s booming right now with the skinification of scalp movement. People now know that the scalp is an extension of the skin, so if you take care of it, you will have stronger hair.”I got Tavakol.
“We love the SEA market. The consumer here is very beauty focused and on top of trends. They also care a lot about their skin and the scalp is an extension of the skin, so we really wanted to focus on our scalp scrub for this market.”
a family affair
Joon is a hair care line based on Persian beauty rituals and traditional ingredients like saffron. It was launched in late 2017 by Shiva and his brother Kayvon Tavakoli, who both grew up in the hair business.
“Our father had between 150 and 200 salons. But he was not happy with many of the products. He started a hair care lab, where we grew up helping. My father had several brands that were focused on the salon market and were not carried at retail.” received Tavakol.
The brothers saw a gap in the market for a salon hair care range inspired by their Persian heritage.
“We combined the ancient Persian secrets of our grandmother’s kitchen table with the modern chemistry of our father’s hair care expertise.” received Tavakol.
The brand relied heavily on the professional channel to gain ground when it first launched. She later found success with a wider audience thanks to TikTok, where her saffron elixir hair oil quickly gained a cult following.
“I think our saffron hair oil really resonated with people because it works for so many different hair types, not just Middle Eastern hair. It is light and quickly absorbed, which makes it good for fine and thick hair. received Tavakol.
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