Happy Anniversary

Defy Damage

The Next Generation of Bond Building

Defy Damage home care and pro series

DEFY DAMAGE
Home Care System
Damage Prevention and Color Perfection from Start to Finish

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Stylist Larisa Love Smiling with working on clients hair

DEFY DAMAGE
ProSeries

The Next Generation of Bond Building. An in-salon system that helps protect.

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HOT STYLE. ZERO HEAT.

Joico HydraSplash bottles

HYDRATION THAT WON’T WEIGH YOU DOWN

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LumiShine YouthLock

NNG Series

Unlock hair’s youth potential with NEW Natural Natural Gold shades from LumiShine YouthLock, Joico’s first collagen-infused permanent crème color.

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Recent #HairJoi Articles

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It’s hard to believe Defy Damage has only been in existence for a year…because Larisa Love hardly remembers a color service w...
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Pro Salon Education

Exciting, accessible, 24/7 learning is the cornerstone of Joico’s educational platform. Featuring live events, invaluable videos, easy-to-follow tutorials, and up-to-the-minute trend info, Joico delivers the ultimate global classroom.

Richard Mannah on stgage for Joico Education

Begin Your Training Now with Joico Education On Demand

Meet the Joico experts

Introducing the Joico family of talent! We’re proud to showcase our Guest Artists, Brand Ambassadors, and leading education authorities…celebrated industry icons who join us in bringing the artistry of hair to the next level.