Joico

Joico – Professional Haircare for Healthy, Beautiful Hair

Joico is a professional haircare brand dedicated to creating healthy-looking, strong and beautiful hair through advanced technology, salon expertise and targeted care. Founded in 1975, Joico has more than 50 years of experience in professional haircare and has developed a strong reputation for innovation in hair repair, conditioning, colour care and styling.

At the heart of Joico is its philosophy of “the joi of healthy hair” — the belief that healthy, vibrant hair can enhance confidence and express individual beauty. The brand develops professional and home-care products designed to help restore hair to a stronger, smoother and shinier-looking condition.

Advanced Hair Repair Technology

Joico has a long history of innovation in hair repair, beginning with its pioneering use of Keratin Protein in the 1970s. The brand subsequently developed technologies including Quadramine Complex®, Bio-Advanced Peptide Complex® and SmartRelease™ Technology, designed to address different aspects of hair health and damage.

One of Joico's best-known technologies is SmartRelease™, a proprietary liposome delivery system used in several of the brand's professional haircare collections. It is designed to continuously release a combination of rosehip oil, arginine and keratin to help repair, strengthen and protect hair from the effects of daily styling.

K-PAK – Iconic Hair Repair

The iconic K-PAK® collection is designed for damaged, weakened and stressed hair. Its formulas combine keratin, guajava fruit extract, evening primrose oil and SmartRelease™ Technology to help improve strength, elasticity, manageability and shine. The collection includes reconstructing and clarifying shampoos, conditioners and intensive treatments.

Targeted Solutions for Every Hair Need

Joico offers a comprehensive range of professional haircare solutions, including:

• K-PAK® – reconstruction and repair for damaged hair
• K-PAK Color Therapy™ – care and protection for colour-treated hair
• Defy Damage™ – protection against damage and colour fading
• Moisture Recovery™ – intensive moisture for dry, dehydrated hair
• HydraSplash™ – lightweight hydration for fine-to-medium hair
• Color Balance™ – helps maintain colour tone and neutralise unwanted warm tones
• Blonde Life™ – care for lightened and blonde hair
• YouthLock™ – revitalising care for mature-looking hair
• JoiFull™ – volume and body for fine, thin-looking hair
• Style & Finish – professional styling and finishing products

Whether the goal is to repair damaged hair, maintain vibrant colour, restore moisture, enhance blonde tones, create volume or achieve a professional styling finish, Joico combines targeted formulations with professional haircare technology to help hair look healthier, stronger and more beautiful.

Joico – The Joi of Healthy Hair.