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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.
The new formula leaves my hair with a very greasy film. It does not rinse out at all. I have been using this shampoo for many, many years, but will no longer be able to use it.
Normally I love Joico which justified to me getting a large bottle of both the shampoo & conditioner. My hair feels greasy and sticky, I'm moulting way more than normal. I'd like to take it back and get my money back but as I've used it that will not happen
After being a very happy Colour Endure consumer for many years, I was pleased to see the sulphate free formula but unfortunately it makes my hair feel waxy, greasy and dirty. I do not recommend this product.
I have used this shampoo for years but since it has changed to sulfate-free, my hair is flat, lifeless no body. I want the old shampoo back because I can't use this one .
I have thick,thick hair.. It's no joke. I also color it soft black. I have used many different shampoos. I was all about redken color extend but it wasn't holding my color. Ever since I started using joico my color lasts two weeks longer,is softer and beautiful. my hair is normally super greasy.. Not with this stuff! Joico forever :-)