About the Brand

Feel the JOI of gorgeous hair.

Founded by Sara Jones in Los Angeles, California, JOICO believe that nothing compares to the beauty of healthy hair. That’s why their products are specially designed to restore shine, strength and vitality.

JOICO’s hair formulas are developed with innovative ingredients and ground-breaking technology to power true transformation and deliver results.

From the radical Defy Damage range to the volumising Body Luxe line, the brand offers professional-quality collections for every hair type and concern.

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Featured Products

Discover JOICO...

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 prevent the hair fibre from becoming damaged and weak. The brand offers a range of different types of hair products which include powerhouse shampoos, conditioners and treatments.

JOICO take pride in that fact their products contain only 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 to their reputation.

The brand’s vision is all about “Spreading the Joi of healthy Hair to every stylist and client, making for a more beautiful world”.

Products to Try:
  • JOICO Style & Finish JoiMist Firm Finishing Spray: provides an extremely firm hold which lasts all day whilst giving a great level of protection against humid environments, ensuring your style lasts even longer.

  • JOICO Hair Shake Liquid-to-Powder Finishing Texturiser: this fine mist creates a new kind of volume whilst making your hair super soft. Boosting volume as well as offering damage protection, you can be sure your locks will be looking their best with this incredible formula.

  • JOICO Color Endure Shampoo: fighting both the environmental and physical factors which have the ability to cause both colour and tonal change, this shampoo keeps your hair colour vibrant and full of vitality.