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When you’ve spent good money on a first-rate color service (we know full well those numbers are nothing to sneeze at), then doesn’t it make sense to go the distance and bring home a product that protects your investment? We think so… and that’s why we formulated this gentle Sulfate-Free Shampoo, designed specifically to extend your color vibrancy 33% longer than any other similar cleanser on the market. What’s more, redheads – the hardest hit in the fade department – will love the fact that it maintains their scarlet hue by a full 88%. (That’s not a number to sneeze at, either.)
Perfect choice for: Any color-treated hair that wants a thorough wash without fear of stripping, tonal changes, or fading.
Here’s how: The classic MO: Lather, rinse… and repeat if you like. (We like.) Follow with Color Endure Conditioner for an added treat for your hair.
The inside secret: Our Multi-Spectrum Defense Complex – rich in Green Tea, Antioxidants, and UV protectors – lends strength, manageability, softness, and shine; while fighting the big fade-out… even after a full 18 washes. Bio-Advanced Peptide Complex aids in reconstruction.
* Loxa Beauty is authorized by Joico.
I love Joico and bought this by mistake, it really made my hair flat and greasy looking, I will try it again but I have a feeling I made a mistake with this one!!
I was pleasantly surprised! This shampoo was actually gently on my relaxed, fragile hair. My hair even felt stronger after I used this shampoo.
I find that this Shampoo leaves my hair feeling as though I just washed with lotion. It leaves a waxy residue on my hair that makes it hard to dry and when it is dry it looks like I haven't washed it in days. Want to love it but it's not working out.
This rocks! It even smells great!!
I usually love Joico products, but this one is a disappointment. My hair felt thick/coarse/greasy after each use. I don't want to run my fingers through my hair because of how gross it feels. I'll try to give it away, but if that fails, its going to end up in the trash.