jooy

Founded in 2024 by serial beauty entrepreneur Jennifer Yen, JooY is a scalp-first haircare brand that bridges the gap between skincare and hair wellness. Born from Yen’s personal struggle with postpartum and stress-related hair loss, the brand reimagines ancient Asian beauty rituals through a modern, clinical lens. Central to its philosophy is the use of fermented superfoods—such as rice water, apple cider vinegar, and kombucha—ingredients historically prized in East Asian culture for their potent, bio-available nutrients.

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