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Curly Hair

There was a little girl, who had a little curl, right in the middle of her forehead. And when it looked good, it looked very, very good. And when it looked bad, it looked, well…like a big, hot mess.

Now, the little girl’s all grown up. And that curl? It’s evolved into a mass of happy tendrils, sassy corkscrews, and womanly waves, showing off the facets to her personality like nothing else can. Here at Joico, we’re celebrating curls, because we recognize that hair with texture is also hair with great character—deserving of the best care, the most innovative products, and, frankly, a little re-joi-cing for a change.

Join us on this journey as we take you into the wild and wonderful world of curls, and let’s find out what you—and your glorious ‘do—are all about. Our story starts here…


Coiled In The CityWho says chic hair has to be sleek? Not me—and I prove it every single day by wearing my elegantly cropped coils proudly around town. I like to think there’s something assertively sexy about a woman who’s not afraid to take some unexpected twists and turns; pairing a saucy ‘do with a straight-up serious pantsuit; showing that playful hair and a powerful persona can easily co-exist; and knowing deep down that it doesn’t take a long mane to be a main event in life.


What’s on my plate: Takeout from Nobu, Bulletproof Coffee, a ribeye steak, green juice, Greek yogurt, Thai noodles from the best food truck in town.

In my closet: My friends…Coco, Calvin, Ralph, Giorgio, Tory, Jil, Helmut, Donna, Carolina, Oscar…

My colors: Black, white, grey, navy…and a pop of orange when I need to shake things up

Heaven scent: Tom Ford Black Orchid, Prada Infusion D’Iris, Versace Crystal Noir, Hèrmes Calèche, Chanel No. 5

You’ll find me on weekends: At a spin class, shopping for artisan cheeses, drinking Starbucks, winetasting, enjoying my reservation at that impossible-to-get-into restaurant, buying good luggage

I scream for: Gelato

Cocktail of choice: Red wine

My pedicure: OPI Ink

Flower: One perfect Calla Lilly in a cut-crystal vase

Now watching: Madam Secretary

Listening to: Lay Me Down by Sam Smith

This describes me in one word: Sophisticated

My hair icons: Charlize Theron, Halle Berry, Ashley Judd

In my beauty bag: Joico Curl Cleansing Shampoo and Curl Nourished Conditioner; Curl Controlling Anti-Frizz Styler

How I pull it off:

  • Apply Styler to damp hair.
  • Take several large sections one by one and twist toward or away from the face.
  • Scrunch those sections, taking small pieces out and scrunching those individually around the hairline.
  • Tousle hair gently with hands while drying with a diffuser—leaning head left to right to create even volume and tousle.
  • Finish by scrunching in a bit more product for shine and control.


Hollywood CurvesYou know those women who walk into a room and all heads turn? Who boldly show some leg or a bit of cleavage without fear of repercussion? Who manage to glide in five-inch heels? Who seem to transform healthy, well-tended tendrils into a showpiece hairstyle in minutes? That would be me; and I’m not afraid to admit I use those romantic waves to my advantage day…and night. As much an accessory as a favorite pair of statement earrings or a slick of vermillion lipstick, cascading curls are my trademark, and I show them plenty of love.


What’s on my plate: Oysters on the half shell, dark chocolate, triple crème Brie, fresh strawberries, artichokes dripping with butter, bowls of pistachios.

In my closet: Body-con dresses, La Perla, Monique Lhuillier, J Brand jeans, Jimmy Choos, Spanx, velvet, bling (real…or not)

My colors: Merlot, fire-engine red, gold, silver, black, emerald, sapphire

Heaven scent: Dior J’Adore, Viktor & Rolf Flowerbomb, Coco by Chanel, Stella by Stella McCartney

You’ll find me on weekends: At a party, in my favorite stylist’s chair, front row at Beyoncé, having cocktails, getting (or giving) a massage, watching the Oscars, luxuriating in bed

I scream for: Sea-salt dulce de leche

Cocktail of choice: Champagne

My pedicure: Dior Rouge

Flower: Red roses… preferably a dozen

Now watching: All About Eve

Listening to: The Fifty Shades of Grey soundtrack

This describes me in one word: Sexy

My hair icons: Blake Lively, Amal Clooney, Scarlett Johanssen, Sofia Vergara, Jennifer Lopez

In my beauty bag: Joico Curl Cleansing Shampoo and Curl Nourished Conditioner; Curl Perfected Curl Correcting Milk or Curl Defining Contouring Foam

How I pull it off:

  • Apply products to damp hair from roots to ends.
  • Blow dry hair with a large, round brush, leaving each section wrapped around the brush until it’s completely cool.
  • Next, section off the hair in several places, moving from bottom to top. (Use clips to hold each one out of the way while working on others.)
  • With a large-barrel curling iron placed in the middle of each strand, close the tong and gently drag down to the ends, then rolling back up to the middle. Hold for several seconds to lock in a smooth wave.
  • Once the entire head is completed, vigorously brush through with a large paddle brush from roots to ends; then apply a bit more product to ends only for shine and definition.


Ride The WavesYou know those long, flowing ‘dos that look perfectly disheveled…straight-out-of-bed-sexy…and natural as all get out? That’s my mane 24/7—and I wouldn’t change a hair on my head. The messy, beachy tendrils make maintenance a breeze (besides, I’m far too spontaneous to wrestle endlessly with a flat iron); and anything more formal would cramp my style.


What’s on my plate: Kale chips, smoothies, seared ahi, truffle fries,

In my closet: Lulu Lemon, aviators, a bikini (actually, ten bikinis), vintage cowboy boots, ripped skinny jeans, a Michael Kors watch, well-worn rock tees, anything from Free People

My colors: Turquoise (it reminds me of the water), shell, sand, stone, and plenty of white

Heaven scent: Dolce & Gabbana Light Blue, Acqua di Parma Colonia, Fresh Brown Sugar

You’ll find me here on weekends: At the beach (you have to ask?), walking my dog, playing guitar for friends, cooking, doing hot yoga, skiing in Colorado

I scream for: Green-tea ice cream

Cocktail of choice: Water (with an ice-cold Corona chaser)

My pedicure: Clear or buff neutrals

Flower: Pale-blue Hydrangeas in a vintage milk can

Now watching: Outlander

Listening to: Riptide by Vance Joy

This describes me in one word: chill

My hair icons: Kate Hudson, Giselle Bundchen, Jennifer Aniston, Anna Sophia Robb, Drew Barrymore, Shay Mitchell

In my beauty bag: Joico Curl Cleansing Shampoo and Curl Nourished Conditioner; Curl Perfected Curl Correcting Milk or Curl Defining Contouring Foam

How I pull it off:

  • Apply styling product to partially dry hair.
  • Air dry or use a diffuser while tousling strands gently.
  • With a medium-barrel curling iron, wrap medium-size sections of hair around the iron in varying directions so it’s not too “studied.”
  • Using fingers, gently separate strands of hair.


Curls Gone WildMy shamelessly tameless hair is best described as Shakira-meets-Shirley- Temple, but in the very coolest way. Left to its own devices, it’s a long mass of wildly wonderful ringlets…with a cheerful vibe that always makes people assume I’m one of those eternally happy-go-lucky gals. Sometimes I am. Sometimes, I’m not. And that’s perfectly okay with me.


What’s on my plate: Tex-Mex, cupcakes, watermelon, a hot dog at the ball field, Skittles, chop-chop salad

In my closet: Kate Spade in spades, fringe boots, my boyfriend jeans, vintage sweaters, floppy hats, Trina Turk tunics

My colors: Sunshine yellow, Bazooka pink, poppy red, apple green

Heaven scent: Clinique Happy, Jo Malone Orange Blossom, Marc Jacobs Daisy

You’ll find me here on weekends: At an outdoor concert, cooking up a storm, cutting fresh flowers, dancing, planning your next party

I scream for: Cookie-dough ice cream

Cocktail of choice: Margarita—extra lime

My pedicure: Pink—the hotter the better

Flower: The lushest peonies at the farmer’s market

Now watching: Dancing With The Stars

Listening to: Domino by Jessie J

This describes me in one word: Playful

My hair icons: Sarah Jessica Parker, Shakira, Taylor Swift, Beyoncé, Annalynne McCord

In my beauty bag: Joico Curl Cleansing Shampoo and Curl Nourished Conditioner; Curl Perfected Curl Correcting Milk; Curl Controlling Anti-Frizz Styler

How I pull it off:

  • Apply product to thoroughly wet hair.
  • Taking small sections, wrap hair around fingers from root to ends and remove finger gently so curl stays put.
  • Diffuse on the lowest blow-dry setting with the highest heat possible, so hair dries quickly without frizzing.
  • Scrunch hair with a paper towel to absorb excess moisture and create minimal frizz.
  • Once hair is dry, use a smaller curling iron to perfect random pieces, wrapping them gently around the barrel.
  • Flip head upside down and move fingers at the roots to “wake up” the curls and add separation.

CURLY CUES: Joico Curl How-To Tutorial Video