JOI & Benefits
Blonde Life Demi Gloss shades are the most versatile tool in the entire Blonde Life system
One formula tones, glazes, & glosses. Helps refresh dull, brassy blondes
Leaves hair looking luminous and shiny
Intermixable shades for customizable results in one step
Ideal viscosity for drip-free bottle application
Ammonia-free formula
Formulated with bond-building Arginine + our signature Tamanu & Monoi oil blend for beautiful blonde hair
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JOICO: HAIRSTYLIST FOUNDED…HAIRSTYLIST FOCUSED
JOICO: HAIRSTYLIST FOUNDED…HAIRSTYLIST FOCUSED
Since our inception in 1975, Joico has been focused on innovating products that return hair to its strongest, shiniest, healthiest state with each and every use; and doing so with the utmost TLC.
PETA: We proudly have the PETA seal of approval (People for the Ethical Treatment of Animals); solidifying us as a brand that does not conduct, pay for, or allow tests on animals in any phase or development of our products.
JOI-FOCUSED: Pioneering these products – designed to support the artistry you create in the salon, as well as your clients’ daily care between appointments – means an unwavering commitment to delivering JOI…the essential principal behind our name.
NEW WORDS = NEW ATTITUDE:
We’re proud of our heritage – where we started, and where we’re going.
So much so, that you’ll even see a fresh tagline popping up this year:
JOICO…REDEFINING HEALTHY HAIR.
SINCE FOREVER.
We’re your biggest fans. And always will be.
We talk a lot about joi around here. The joi of beautiful, healthy hair. The joi that great hair ignites when vibrant color and shine light up a room and lift the spirit. It’s a remarkable kind of energy…and it’s at the heart of everything we do, and every product we’ve innovated for the last 50 years and counting.
As a hairdresser-founded brand, our commitment extends far beyond innovation and science. It has always been equally dedicated to recognizing the heart, spirit, and unlimited potential of our vast community of hairdressers; and helping build a culture of success fueled by top-notch education and 24/7 support. It’s a mission that doesn’t just home in on business achievements and professional benchmarks, but also on the importance of cultivating personal joi, a renewed sense of purpose, and inspiration. The kind of work/life creativity that is sparked on the daily: learning…earning…and always returning to the things that bring YOU joi.
We’ve stood by your side for the last 50 years, and we can’t wait to keep moving into the future together.
HAPPY ANNIVERSARY, JOICO!
CELEBRATING 50 YEARS OF REDEFINING HEALTHY HAIR
Some celebrations last a day. But this year’s 50th anniversary – redefining healthy hair for customers on both sides of the chair – is a milestone that’s not just about today, but also tomorrow, and every appointment for the next 50 years and beyond.
Joico has been marking those milestones ever since we first came onto the scene in 1975, and the innovations, celebrations, and achievements haven’t taken a breather. Just some of our most memorable moments…
Pioneering the use of Keratin Protein in our products, enabling hair to repair hair, and making serious strides in the use of amino acids .
Creating and adding Quadramine Complex to our color lines, an exclusive technological blend of lipids and amino acids that soften and smooth the hair structure for unparalleled condition.
Revolutionizing the haircare industry with the advent of Bio-Advanced Peptide Complex, a hair-repair breakthrough
Developing ArgiPlex Technology to replace natural Arginine, the essential amino acid that’s depleted from hair during the color service
Launching award-winning Defy Damage, designed to deliver a 360-degree shield of defense, with protection so powerful, it instantly regenerates bonds, strengthens hair, and protects each strand
Launching KBOND20, Joico’s supercharged bond-building masque that delivers 5X stronger hair in a single treatment
Unveiling Defy Damage In A Flash, the breakthrough innovative bond-builder that results in 80% less breakage* in just 7 seconds
Introducing the world to Curls Like Us, a modern-age styling trio that embraces and enhances every unique twist and twirl, and celebrates the beauty of natural texture.
Celebrating our 50th Anniversary with a rollout of 12 months of celebrity inspo, exciting new formulas, and DECODE THE JOI Pro Sweepstakes
KATE HUDSON
OUR NEW GLOBAL CELEBRITY SPOKESPERSON
BECAUSE WE’VE LOVED HER. SINCE FOREVER.
We can’t think of a celeb who more perfectly exemplifies Joico’s positivity and passion for healthy hair than actress/singer/entrepreneur, Kate Hudson. We tapped this Hollywood darling – and her lively, cheeky, infectious sense of joi — to join us in boldly steering our brand through its pivotal anniversary year. Get ready to see Kate’s “Joi Lessons,” a campaign that capitalizes on Kate’s comedic instincts and innate playfulness, prominently featured in our advertising, digital mediums, global social media platforms, print, and much more throughout 2025.
Kate will be delivering her always-authentic, iconic, spirited life of easygoing chic, as she gives you a glimpse inside her busy world…speaking personally about how she always takes time to find her “joi.”
With out-of-this-world shine, color longevity, and healthy-hair benefits, LumiShine features a comprehensive palette of perfectly balanced, intermixable, pre-blended shades that transforms hair with bond-building ArgiPlex™ technology.
This breakthrough permanent hair color delivers 100% gray coverage in just 10 minutes, while also achieving up to 2X the shine for the speediest results and money-making express services.
BLONDE LIFE
Joico’s system of lighteners and toners created for those who want to be lifted to new heights without sacrificing shine or condition.
With powerhouse formulas featuring bond-building Arginine and a signature Tamanu-Monoi oil blend, Blonde Life helps banish the challenges of brassiness, off-tones, fading, and damage* that blonde hair faces on a daily basis.
COLOR INTENSITY
A virtual rainbow of inspiration with richly concentrated pigments that mix and mingle for the most fashion-forward looks. Apply straight from the tube – no developer needed – Color Intensity delivers vibrant dazzle and trendsetting creativity that can last up to 20+ shampoos.*
YOUTHLOCK
Joico’s first collagen-enriched permanent crème color turns back the clock with 100% gray coverage in a single color service. Hair springs back with renewed smoothness, softness, bounce,* body,* and signature LumiShine shine.**
VERO K-PAK
With Vero K-PAK®, the only hair color featuring Quadramine® Complex — the same technology featured in our award-winning K-PAK® Reconstructor — you’ll experience gorgeous vibrancy, next-level conditioning, and predictable, foolproof results that keep color rich and radiant long after the salon.
DEFY DAMAGE
Protect all hair types from the ravaging effects of daily heat styling, UV exposure, and environmental pollution with this damage-defying breakthrough; it’s designed to protect and strengthen hair bonds for a healthy-hair transformation you can instantly see and feel.
K-PAK COLOR THERAPY
For next-level color protection and the power of K-PAK reconstruction, this collection – formulated with African Manketti and Argan oils and Joico’s SmartRelease™ liposome technology — helps lock in stunning vibrancy while it knocks out damage.
MOISTURE RECOVERY
When thick/coarse hair is in desperate need of intensive hydration, Moisture Recovery dives deep, saturating and sealing in moisture, so strands are instantly replenished and healthy-looking.
HYDRASPLASH
Fine-to-medium hair that’s thirsty needs moisture with a gentle touch – HydraSplash delivers that quench for 24 hours, replenishing moisture, shine, and softness without weighing hair down.
K-PAK
Our iconic, award-winning damaged-hair hero is powered by Joico’s SmartRelease liposome technology; swooping in to repair years of visible damage in a single use, while strengthening and protecting hair precisely where it needs it.
STYLE & FINISH
From Power Spray to Heat Hero, to Weekend Hair these innovative stylers support beautiful color results, while delivering a daily dose of healthy hair between salon appointments.
SCALP VITALITY
Discover NEW Joico Scalp Vitality – inspired by the latest in skincare, this barrier care routine features clinically tested formulas that preserve the scalp barrier’s delicate balance, ensuring optimal scalp and hair health.
Why It Works
Scalp Vitality Certification - Taking the Scalp Vitality Certification Quiz is your chance to showcase your mastery of Joico’s essential scalp care techniques, product knowledge, and pressure point massage skills.
BLONDE LIFE LEVEL 12 AND GOLDS
New Shades
BLONDE LIFE
DEMI GLOSS TONERS
Transform your blondes with Joico’s newest Blonde Life Demi Gloss Toners. Our new GOLD shades brighten and add warmth to dull blonde hair, while the new LEVEL 12 shades — our lightest ever — tone your most fragile blondes. Say goodbye to basic blondes and hello to strong, signature blondes in one easy step!
Joico Global Artistic Director, Jeannetta Walker-Rodgers, introduces breakthrough technology designed to keep your blonde clients their brightest. Learn her Level 12 technique…
Watch the Technique
Video Here >>
EDUCATION: MAKING YOUR DREAMS COME TRUE
LEARNING THAT HITS DIFFERENT
Anyone can talk technique…but here at Joico, we know that if you really want to hand over the reins of artistic confidence and build the next generation of artists, you need to offer top-notch training 24/7. And that’s exactly what we do with our celebrated Education On Demand program – which is basically your own personal streaming platform of video learning!
Pair that with our LIVE Virtual Classroom presentations with interactive teaching, master courses, hands-on demos, social-media biz-building workshops, BTC shows, and a truly amazing certification program … and, well, you’ve pretty much got a sense of just how far we go to make education accessible and joi-ful at every touchpoint.
Sign up for Free Education Today >>
LET’S GET YOU NOTICED
Joico Hair Color Lookbook
Joico is a mega resource for the salon community. We like to think of ourselves as “pioneers” of the digital pro resources… IG LIVES, tons of curated content, formulas, and how-to’s, and NOW introducing the Joico Hair Color Lookbook where you can find Joi Color System Formulas in one click, with before and after transformations that prove our healthy-hair results.
SALON TOOL KIT
Last but not least: Joico Salon Tool Kit — our FREE digital platform — enables you to download, customize, and post amazing, curated content, create salon marketing materials, counter cards, and more. No hard lifting…we do all the hard prep work in advance!
Resources Hub
RESOURCES: EVERYTHING YOU NEED. RIGHT HERE.
*New* Product Launches, Promotions & Sales
Joi Color System Conversion + Hair Color Charts
Education + Event Calendars
