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About Joico

sara-jones-headshotJoico's leader Sara Jones is a 30+ year veteran in the salon industry. She began her career as a hairdresser and soon transitioned from "doing hair" to "teaching hair" as she became an educator for a leading product company. Her strong skills and leadership capabilities advanced Sara's career quickly, eventually holding top executive positions with several major manufacturers. Given her hairdressing background, Jones has a unique perspective on what salon professionals and their clients are looking for from a product company. "At Joico, we believe we must provide the utmost in quality products and education. Equally important is our commitment to support our industry with integrity, honesty and passion. Our company Mission and Core Values are expressed as such", says Jones, adding "our mantra says it all... 'All for the love of beauty'.


There's nothing in the world like the beauty of healthy hair. Its vitality, color and shine have a radiance that can't be ignored, the way it lights up a room, lifts the spirit, and the spirit of others. We have a name for this remarkable energy, we call it "joi".
Somewhere along the way, through all the cuts and colors, bangs and blowouts, hair starts to lose its joi, because what makes us happy about our hair, and what makes hair happy, can be two different things. At Joico we know they don't have to be. We believe healthy hair is happy hair.
Joi runs thru everything we do and everything we make, at Joico, each and every one of our product innovations are created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. Our tagline "the joi of healthy hair", is a message that communicates positive emotion and unparalleled science. It's more than just a promise, it's a guarantee.
Our company mission is the share the Joi of Healthy hair with as many salon professionals and as many clients in as many places as possible all over the world.

Our Mission

We eat, sleep and breathe beauty. We develop innovative, top performing products. We design artistic imagery that inspires creativity. We surround ourselves with the most gifted artists and educators in the industry. We are 100% committed to the advancement of the global salon community. Why? Because beauty isn’t our job—it’s our passion.

Our Core Values


We value our people most, so we aim to create an environment that is challenging yet positive. We reward a job done well. We believe that a good idea can come from anywhere, and encourage everyone to have a voice in what we do no trash talking later about a better idea.


We keep our expectations high yet within the realm of reality, because results speak louder than hype. We subscribe to a good and fair business process. We don¹t promise what we can't deliver, and we don¹t expect more in return. We believe in preserving and protecting our shared planet, and ensure that our business practices don¹t negatively impact on her well-being.


We show respect for every individual, regardless of title or office size. We embrace each other's differences and believe we're richer as a company as a result of our diversity. We know no one likes criticism, but if it means a better product will be produced and our business partners will get better service, then we¹re open to it.


We play well with others. We understand that growth and profit for our partners equals growth and profit for us, so we put them first and try to understand their needs when making decisions. This isn¹t lip service; it's how we really operate.


We don't make junk. Our products contain the finest, most beneficial ingredients in the world; shea butter from Africa, orchid oil from Asia - if it's the best, no continent is too far! We also don't collect antiques, so we constantly update our technologies and develop new ones to uphold our reputation as the leader in beauty innovation.


We mean business. When we set our sights on something, we do it! We try to be perfect, but when we're not, we respond quickly and soundly. Playing the blame game and throwing people under the bus wastes valuable time that could be focused on finding a solution.


We don't break promises. We exist to serve the salon community, period. We do everything within our power to ensure our products stay in professional hands. We don¹t say one thing and do another by expecting our partners to uphold the professional code while we conduct business out the back door. That's not our style.

Our Vision

In every salon, in every home - All for the love of beauty.

Joico Cares


Beauty for Hope

City of Hope

Hairdressers Helping Hairdressers

Beauty Bus Foundation


Go Green

Eco Packaging Plan

Wind Project

Carbon Offset Project


Product Testing Policy

Joico is committed to providing high quality safe products. Joico Laboratories does not use animal tests to confirm the safety of Joico products except when absolutely required by law. Safety of Joico products is assured by using safe raw materials and where applicable, confirming safety by testing via patch tests with human volunteers under a physician’s supervision and using non-animal alternative tests.