"There’s nothing in the world like the beauty of healthy hair," according to Joico. They want to bring "Joi" into the lives of their customers and their products. Their salon innovations are designed to return hair to its strongest, shiniest, healthiest state with each and every use, the "Joi" of healthy hair is their commitment.
Joico have many product ranges to suit specific concerns. The Defy Damage family protects hair from the harmful effects of heat styling, UV exposure, and environmental pollution while the Color Therapy line enhances and brightens coloured hair that may have lost it's vibrancy as well as adding a healthy moisture to the locks. The K-Pak collection has reconstructive properties which works on repairing and strengthening hair and the Blonde Life line is the ultimate collection for bleached hair to add brilliance and strength.
Blonde hair in particular can need an extra spark of "Joi" a little more often than others, faced with regular touch-ups, bleaching and toning sessions it can easily dwindle just as quick as it's been rejuvenated. Joico has developed Blonde Life, a dedicated range for blondes which includes Joico Blonde Life Brightening Shampoo (nurturing, brightening and sulphate-free) and the matching Joico Blonde Life Brightening Conditioner to treat your blonde hair while banishing brass tones.