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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.
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.
I LOVE it!!! It left my hair very soft and shinny....I absolutely recommend this product and will continue to use it in the future.
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!!