About the brand

JOICO was founded by Sara Jones who served as a hairdresser in the industry before becoming an educator. JOICO believe that nothing compares to the beauty of healthy hair – they call this “Joi”. This is why their products are designed to restore your hairs shine, strength and health.

JOICO hair products have been developed with innovative and groundbreaking technology to transform hair with outstanding results! JOICO take proud in that fact their products only contain the best ingredients, such as Shea butter from Africa, or Orchid oil from Asia. JOICO are also continually updating and developing their technologies in order to hold up their reputation.

Each JOICO range has been formulated with the revolutionary Bio-Advanced Peptide Formula™ - an innovative technology that is designed to replicate healthy hair DNA to strengthen, repair and protect hair fibre from becoming damaged and weak. They offer a range of different categories of hair product within their brand which include shampoos, conditioners and treatments.

Body Luxe is there to help give your hair body and volume without additional weight Color Endure is a product which allows you to keep your coloured hair at a salon standard, thanks to a formula which fights both the environmental and physical factors which have the ability to cause both colour and tonal change. Their vision is “Spreading the Joi of healthy Hair to every stylist and client, making for a more beautiful world”

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