17 Must-Know Brands From the Indie Beauty Expo

The founders of Joon Hair Care are a Persian brother/sister duo hailing from Houston. Joon is an outgrowth of their upbringing: their grandfather is a spice trader, and their father created a salon empire and haircare laboratory.

The Saffron Hair Elixir ($28) is one of the first products I tried from the Indie Beauty Expo, and I was delighted that my hair actually felt nourished — not oily — after applying it. With saffron, pistachio, and rose, this oil is meant to leave hair stronger, sleeker, and softer.