Why The UK's Top Derm Wants Us To Up Our Bodycare Game

Dr Alexis Granite X Joonbyrd | Space NK
There are lots of doctor led skincare brands and they’re incredibly popular with lots of us viewing these results-driven formulas as the next best thing to an appointment with the experts. As one of the UK’s leading dermatologists, you might have assumed that Dr Alexis Granite’s debut beauty brand would follow suit, but Joonbyrd bucks the trend.

Joonbyrd is all about bodycare. While each of the formulas have been expertly considered from an ingredients perspective with peptides, hyaluronic acid and retinol alternatives making an appearance in several products, Dr Granite wanted to pair these with mood-boosting scents and adaptogenic ingredients too.

From the caramel, maple syrup and milky vanilla scented Moon Swim Hydrating Body Wash to the comfortingly creamy Sunday Sofa Body Butter, Joonbyrd formulas work on a physical and mental level. We caught up with Dr Granite to find out more.

Why a bodycare range rather than skincare?

I saw a real need for results-driven formulations targeting the skin below the chin. Dry flakes flying in winter, crepey skin, blemishes and strawberry bumps on the backs of the arms and legs, my clinic patients present with the same issues over their body skin as they do on the face.

This inspired me to create a range of products for the body that incorporate the kinds of performance-driven, premium actives and botanicals typically reserved for facial skincare. At the same time, I also wanted to bring to life the warmth and nostalgia that I feel around beauty and wellness, dating back to playing with my grandmother’s lotions and potions as a young child.

Why is it important to have a solid bodycare routine?

Our skin is our body’s largest organ and over 90% of it is below the chin. It’s important to nurture your body skin and maintain the skin barrier, our first line of defense against environmental aggressors. Body care keeps your skin hydrated, healthy and happy. It’s also a form of self-care and a way to connect, to reset and to indulge in a daily ritual.

Dr Alexis Granite

What are the most common concerns?

My clinic patients present with the same concerns over their body skin as their facial skin, such as dryness, loss of elasticity, rough skin, blemishes and pigmentation. All Joonbyrd products are formulated with ALXMD04™ technology, comprising four ingredient pillars designed to optimise skin metabolism, support the skin barrier and reduce signs of skin stress.

Dr Alexis Granite’s daily Joonbyrd ritual:

I use every product in our body range, but I vary my routine depending on my skin concerns and mood. I absolutely love my daily shower with Moon Swim Body Wash. This is a sulfate-free, gentle wash designed to cleanse and balance, and the caramel latte fragrance is deliciously addictive, I literally dream about it!

Several times a week I follow with Violet Haze Body Scrub, our fortified sugar scrub that builds into a creamy lather and leaves skin feeling perfectly polished and silky smooth.

After my shower I apply Daydreamer Firming Body Serum to target areas such as my upper arms, belly and thighs. It has the most unique oil in gel formula, which is deeply replenishing and toning, but also absorbs quickly. The scent is so divine, I get asked all the time what I am wearing when I’ve used this Body Serum.

I don’t think I’ve left the house without applying body moisturiser for over 30 years! Little Love Body Lotion is great for when I want to feel a bit more playful and prefer a lighter texture. SUNDAY SOFA Body Butter is loaded with botanical butters and actives and has the most gorgeous chocolate floral fragrance. This is a perfect product, with its richer texture, for when I want to feel comforted and cocooned.

Why does fragrance play such a key role in Joonbyrd formulas?

Humans have between 5-6 million scent detecting cells, and up to 75% of our emotions are triggered by smell. Our sense of smell is closely connected with the part of the brain that stores memories. I see fragrance as a form of self-expression and want Joonbyrd fragrances to be ones you make memories wearing, and that take you to a joyful place.

We worked closely with expert perfumers for many months to create unique gourmand scent profiles for the Joonbyrd launch range. Gourmand fragrances are inspired by edible notes, and Joonbyrd scents are mouthwateringly addictive; sweet yet sophisticated with a hint of nostalgia.

Each Joonbyrd fragrance is designed to elicit a specific joyful mood, known as the Joy Factor. Feel playful as you indulge in a caramel latte Moon Swim cleanse, or cozy as you spread Sunday Sofa Body Butter, imbued with ‘good enough to eat’ notes of vanilla, chocolate, white lily and cardamom.

What is the standout product of the range?

Creating entirely bespoke formulations from scratch was important to me given my background, but to achieve the specific combinations of textures, fragrances and clinically tested results I was after proved very difficult. One small tweak has an enormous impact on an overall formulation.

This was especially true for Joonbyrd Daydreamer Body Serum, £90.00. There is really nothing else like it on the market in terms of the unique oil in gel texture, the extensive active profile of ingredients and the mood-boosting fragrance.

Posted: Monday, 10 June 2024

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