Joico

Joico all for the love of beauty

Sarah Jones, a renowned American hairdresser for her talent and experience, ventured into professional training where she once again achieved great success. Ambitious, she rose to the forefront of various major companies in the hairdressing sector that believed in her. Joico was born out of a desire to combine professional products and education. Today, Joico is a global brand that has captured the hearts of many professionals in over 65 countries. It continuously innovates to offer a range that can meet the needs of every hair type. Healthy and vibrant hair for everyone's happiness.

Joico, a story of technology

Joico began its fabulous story in 1975 when the use of Keratin protein to repair damaged hair emerged. After all, hair is made up of keratin, so what better way to care for it? In 1984, Joico's scientists created the Triamine Complex®, an innovative and effective method for treating keratin proteins. Almost 10 years later, Joico made great progress! Carefully incorporating amino acids and molecules into its hair care products. In 2006, Joico created an exclusive technological blend of lipids, amino acids, and biomimetic ceramides to soften, smooth, and discipline the hair structure, a revolution first integrated into its line of care for colored hair. 3 years later, they revolutionized the hair care market with Bio-Advanced Peptide® technology, a reparative breakthrough for hair. Every day, the brand works on perfecting its products.

"Joico", a state of mind

Vitality, softness, and radiance embody the state of mind of Joico. An incredible energy that the brand calls "Joi". This guiding principle, this state of mind, is at the heart of everything the brand undertakes and is even found in the names of the products. For over 40 years, the enthusiasm and commitment of Joi have accompanied hairdressing and beauty professionals through a global community of hair salons. Grateful and attentive to its customers, Joico keeps the promise to support hairdressers for many more years to come.

Experience the Joico Experience in Your Own Bathroom

To continue the salon experience at home, the brand has developed professional-quality hair care products for resale. These technologically targeted treatments allow you to take care of your hair through various ranges:

★ Defy Damage, for damaged hair,
★ Blonde Life, for blond and highly lightened hair,
★ Joifull for hair lacking volume,
★ Hydra Splash, for fine hair lacking hydration,
★ Moisture Recovery for thick hair lacking hydration,
★ K-Pak and K-Pak Color Therapy, to rebuild hair,
★ Color Endure, to maintain colored hair,
★ Color Infused Red, for red-toned hair,
★ Daily Care, to cleanse and protect all hair types. 

In addition to its wide range of care products, Joico has developed a full range of professional hair coloring, texturizing, and styling products to allow its followers to express their creativity through bold and authentic hairstyles.