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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 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 :-)
Loved the product it makes my red hair last longer and leaves my hair feeling silky but not oily and it smells amazing!
Oh wow I love this product. Was given this product for free when I was visiting my friends in the states. My hair now seems to have more body, before it used to just hang limply. I used to straighten or curl my hair daily to style it. Now all i have to do is air dry it and these natural waves are created. Love it love it love it
I just starting using this product. it is wonderful. my hair is not fading and it is not squeeky clean which is a misnomer. squeeky clean to me is the shampoo striping the life out of my hair. smells great and my hair is shinny and color stays longer.