Many of Joon’s ingredients were inspired by founders', Shiva and Kayvon Tavakoli, Persian roots. 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 featuring saffron, rose, fig, pomegranate and other naturally inspired pairings. What resulted was a combination of kitchen and science, and ancient to cutting edge.
Coming from a haircare background, Shiva and Kayvon Tavakoli spent their entire lives in the salon haircare world. Their father came to the US 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.
The siblings want to embody the diversity of people with their new line. Shiva states, “Joon is a haircare line inspired by my Persian grandparents, but it’s more than just about being another brand. 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.”
“We tried to create a line that marries ancient tradition with modern science. We really wanted to incorporate grade A ingredients but make sure to also create a product that works really well,” says Shiva.