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You’re About To Get The Hair Rescue Of The Century

We totally get it. You love your blowouts. Your heat stylers. Your dimensional highlights. And your vibrant color touch-ups.. But you don’t love what all of those chemical services and grooming maneuvers do to your hair. Introducing Defy Damage, a game-changing at-home care system that defies fading, and universally protects color and hair health – especially if you’re partial to color services and exposed to the ravaging effects of daily heat styling, UV, exposure, and environmental pollution. Defy Damage features 4 never-before-seen products that will fundamentally revolutionize the way you care for your hair; building bonds for a healthy transformation that is instantly tangible… and visible. Defy Damage Shampoo, Conditioner, Protective Masque, and Protective Shield contain deeply-penetrating ingredients – Arginine, Moringa Seed Oil, and a Protective Lipid, which team up with Joico’s SmartRelease Technology; a one-of-a-kind liposome delivery system that continuously releases powerful Rose Hip Oil, Arginine, and Keratin. It’s round-the-clock protection between every salon visit and puts YOU at the helm of healthy hair. Over the next few months, you’re going to hear more and more about this pioneering news. But first, let’s get honest about the color we love and the damage it can do. Until now.

Defy Damage: The Next Generation of Bond Building




Time to ‘fess up; and then breathe a sigh of relief as you learn how Defy Damage can come to your rescue….

“I’m in a committed relationship with my flat iron and curling wand.”

Defy Damage Protective Shield is a true damage-defense hero against the harsh effects of daily heat styling and UV exposure, which can literally bake the color right out of your hair. Used prior to styling, hair is fortified inside and out, making it 4 times more resistant to breakage and fading as you create that sleek straight style or mass of curls. And despite all your mechanical messing around, you’ll still have soft, healthy-looking hair with color that seems to gleam from within.


“I love intense color. Especially powerful reds…but they always seem to fade on me.”

The flip side of beautiful, vibrant ginger tones is their tendancy to fade fast (and sometimes brassy) despite our best intentions. That’s why Defy Damage Protective Shampoo is for you. With a rich, luxurious lather, this gentle daily cleanser protects hair with damage-prevention ingredients; swiftly sloughing away dirt, impurities, and build-up without roughing up the hair cuticle and stripping that showcase color. In fact, Defy Damage actually maintains 90% of color vibrancy, so your results are shiny, smooth, clean strands – that look as thought you just stepped out of the salon chair.


“I’m a little rough with that towel-dry after I shower.”

All that rubbing and tugging only serves to break precious hair bonds, the protein structures that contributes to the strength of your hair. Used weekly, Defy Damage Protective Masque goes deep to infuse hair with a brilliant, bond-strengthening defense. The result? Less breakage, and shiny, healthy hair that that eradicates dull color…visible results you can see after the very first use!


“I tug and pull at those gnarly tangles when my hair is wet.”

It’s kind of like flossing…they tell you and tell you, but you don’t heed the advice. Harshly dragging a brush or comb through wet tangles is asking for trouble. As in: You’re setting yourself up for both breakage and hair loss. We’d like to just say, please don’t do it. Instead, we’ll say…try Defy Damage Conditioner and you might not have to wrestle so much. This daily, color-preserving, bond-strengthening formula replenishes moisture and builds resilience in your hair without weighing it down; and (cutting to the chase), it instantly detangles hair so you’ve got amazing glide power with that bad-boy brush or comb.



• Powerful ingredients result in 80% less breakage
• Hair becomes 5X stronger
• Maintains 90% color vibrancy
• You’ll see results after the very first use
• You get complete damage protection
• Injects vital moisture into hair
• Leaves hair soft, shiny, and healthy
• Sulfate-free shampoo preserves investment color, lathers luxuriously, and avoids stripping vital moisture
• Cleansers gently slough away dirt and build-up without roughing up the hair cuticle
• Deep, weekly Restorative treatment boosts your damage protection every 7 days.
• Leaves hair soft, shiny, and healthy