Discover lightening options that deliver high performance and healthy results. Our Lighteners enable you to achieve on-and-off scalp blonding while keeping hair remarkably close to its original, healthy condition. Each formula has been designed to help you achieve the most consistently artistic and imaginative creations possible.






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JoiColor System App
We’re so thrilled to introduce you to our brand-new JoiColor System App.
It’s 24/7 education right on your smart phone; and you can get the full download right here…
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>> Download the POWER PLATINUM BLONDE Technique

>> Download the SUN KISSED COASTAL BLONDE Technique


>> Download the step-by-step guide featuring Sue Pemberton’s exclusive Shade Shift technique






The look: Rick’s latest Katy Perry triumph is this gamine bleach re-touch, which the singer loved so much, she posted a gorgeous selfie of her new ‘do on Instagram.

The concept: Katy’s color is constantly evolving (that’s one of the reasons we love her so much!), and in this go-round, the pair decided to keep Katy’s blonde super-bright, but add some depth at the roots. “This creates a look of dimension and helps contour the face,” explains Rick.

The formula: To bump up the color and shine factor, Rick reached for Blonde Life Bleach with 15 volume (½ 20 volume and ½ 20 volume) LumiShine developer. Then, using a fine brush, he carefully applied the bleach to the crown of the head, staying about ¼-inch away from the roots. On the sides, he lightly dusted — or “shoe-shined” — the hair for just a smattering of glimmer against the deeper base color.

The after-party: Rick loves K-PAK Color Therapy Luster Lock Instant Shine & Repair Treatment to protect the vibrancy Katy’s exciting new color, while keeping it deeply nourished, and out-of-this-world shiny. (Hint: It’s the key to showing off those gleaming platinum pieces.)


Julianne Hough’s Blonde Life Formula by Riawna Capri of Nine Zero One Salon

There was no one better (or more trustworthy!) to create Julianne Hough’s bridal color than her BFF and go-to stylist Riawna Capri at Nine Zero One Salon. For the star’s big day, Julianne wanted her hair to be super bright and sun-kissed (similar to her 8-year-old self), so Riawna opted for all-over babylights for a natural, effortless look!

Total Time: 2 appointments, 10 hours

Formula A: Joico Blonde Life Powder Lightener + LumiShine 10 Volume Developer
Formula B: Joico Blonde Life Powder Lightener + LumiShine 20 Volume Developer
Formula C: Joico Blonde Life Powder Lightener + LumiShine 30 Volume Developer
Formula D: Joico Blonde Life Powder Lightener + LumiShine 40 Volume Developer
Formula E (Gloss): equal parts Joico LumiShine Demi-Permanent Liquid Color 9NV + 9V + Clear

Create a full, baby-fine highlight, leaving no space in between the foils. Starting at the nape, apply Formula A and paint the babylights back to back. Continue applying Formula A until you reach the middle of her ears, then start applying Formula B toward the top of the crown. Then, switch to Formula C and apply until you reach an inch away from the hairline. Apply Formula B on the hairline and Formula A on the actual hairline. Begin removing the foils from bottom to top as they process. Then, rinse. Paint Formula D on the hairline at the bowl and process for 5 minutes. “This is the secret trick to make her sparkle,” shares Riawna. Apply Gloss/Formula E at the bowl and process for 10 minutes. Apply K-PAK Revitaluxe Bio-Advanced Restorative Treatment for protection from damage and color fade. Process for 5 minutes, then rinse.


Hilary Duff’s Blonde Life Formula by Riawna Capri of Nine Zero One Salon

Starting level is between a 5-6. Use full foil highlights and baby lights with alternating developer. Start with Blonde Life Lightener + 20 Volume LumiShine® Developer (mixed 1:1) in the back of the head, then move to the front of the occipital and highlight with Blonde Life Lightener + 30 Volume LumiShine Developer (mixed 1:1). Check your foils for a light pale blonde at 30 minutes then every 5 minutes until desired shade is reached.

After the full head has highlights, choose some random ends of the hair that are left out of the foils, paint with Blonde Life Lightener + 10 Volume LumiShine Developer. For the remaining ends apply our new Blonde Life Masque treatment. Leave on for 10 minutes.

Remove foils, rinse, and shampoo with Blonde Life Shampoo.

Tone the hair with LumiShine® Liquid Demi Permanent Gloss 9NV + 5 Volume LumiShine Developer from scalp to ends-process for 10 minutes. Rinse, and shampoo with Blonde Life Shampoo, and finish with the Blonde Life Masque for 5 minutes.




SOMBRE WITH DUOLIGHT by Joico Celebrity Colorist, Denis de Souza

Mix Joico DuoLight Caramel with 10 or 20 Volume Developer – 1:1 ratio

Use a balayage technique to apply the formula. Process for 30 minutes, then shampoo and rinse thoroughly.




BABYLIGHTS WITH DUOLIGHT by Joico Celebrity Colorist, Denis de Souza

Mix Joico DuoLight Butterscotch with 10 or 20 Volume Developer – 1:1 ratio

Section hair into 3 parts; start at the back of the head with a diagonal part and weave thin pieces, continuing around head to create a brick pattern. Apply from scalp to ends on select fringe pieces. Process for 30 minutes, then shampoo and rinse thoroughly.






Blonde Life Fast-Acting Lightening Powder 9+ Levels of Lift (Dark to Light in 30 minutes)