Beauty Boss: Shiva Tavakoli, Co-Founder of JOON

Shiva and Kayvon Tavakoli.

Our latest Beauty Boss is Shiva Tavakoli, Co-Founder of JOON—a luxury haircare line that pairs ancient Persian traditions with modern chemistry. Shiva and her brother Kayvon grew up in the salon and haircare industry, and were inspired by the various ingredients that their grandparents used such as saffron and rose.

After completing college, the siblings returned to work in the family business, where they took on leadership roles in product development and marketing. Inspired by their family’s annual visits to Iran, Shiva and Kayvon ultimately decided to draw upon their heritage and traditions to create a unique line of products for hair and skin. JOON formulations tap into natural ingredients that have been used by Persian families and in DIY recipes for centuries, and their products are designed for all hair types and textures.

In June 2020, the company started making monthly donations to Color of Change to support the BLM movement, and they also created a limited-edition JOON Cap where all profits went towards the Professional Beauty Association’s COVID Relief Fund to help hairstylists that have been impacted by the pandemic.

We chatted with Shiva, who shared the inspiration behind the line, her favorite beauty secrets and wellness tips, future plans for the brand, and more.

When was JOON founded? What does the name mean?

Joon was founded in late 2017. Joon means “my dear” or “my life” in Farsi. It is an adorable term of endearment.

What inspired the creation of the brand?

My brother and I grew up in the haircare industry. Growing up, my father had a chain of salons and a haircare laboratory where he began manufacturing his own product lines. We would spend the summers with our grandparents in Iran. My grandpa exports saffron and other Persian spices to European countries, and my grandmother used a lot of these ingredients in not only her cooking but also her beauty rituals. In fact, women there had been making their own DIY beauty recipes for generations. These early experiences were a major inspiration for the line.

Do you have a hero product?

Yes, our hero product is the first one we launched, which is the Saffron Hair Elixir, which also contains pistachio and rose oil. It is a lightweight, versatile hair oil that de-frizzes, detangles, smooths, softens, adds shine, and contains a heat protectant.

What are your favorite products from the brand?

We currently have three core products: the Saffron Hair Elixir, Saffron Rose Shampoo, and Conditioner. They all work together really well to smooth and soften, but my favorite is still the Saffron Hair Elixir.

Where are your products sold?

Currently, they are sold on our website, QVC, and at thousands of salons and spas nationwide. We also sell in Sephora Southeast Asia.

Future plans for the brand?

We are working on expanding the line and are focused on treatment products. We are also looking to expanding into more retail including salons and spas in both the US and abroad.

JOON’s Saffron Hair Elixir Oil ($28-$50) combines pistachio, rose, and saffron to strengthen and boost hair.

What inspires you?

My family. They are mentally strong and compassionate people. Also, female entrepreneurs and doers like Sara Blakely. They listened to their own inner voice and forged ahead despite how crazy their idea seemed initially.

Secret to success?

Consistently working hard towards one goal and believing you can achieve it. There really is no shortcut for hard work.

Beauty Secrets?

I sit in front of a laptop much of the day so, I make it a point to use moisturizers or sunscreens that have blue light protection in them. Also, I am big on face and hair masks. For hair, I like to mix a few drops of the Saffron Hair Elixir with a hair mask or the Saffron Rose Conditioner and leave it on. It makes your hair ultra-hydrated. For face masks, I often use what I have in the kitchen. Lately, I have been using aloe vera from the actual plant and leave it on overnight.

Wellness tips?

As cliché as it sounds, I’ve really delved into doing inner work. I believe what you see on the outside is a reflection of what is happening inside.

Best advice?

Know thyself. At the end, no one can tell you who you can be or what you should do except yourself.

How do you like to relax?

I like to walk outside, meditate, and talk to friends or family. Watching some Netflix doesn’t hurt, either.

For more information, visit joonhaircare.com and follow on Instagram: @joonhaircare

[Images courtesy of JOON]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk