Collection: Joico

Joico is an American professional brand founded in 1975 in California — a hair science pioneer that revolutionized the industry by being the first to discover that keratin could be used to repair hair from within, giving rise to the iconic K-PAK line.

Available in more than 65 countries and backed by a team of chemists, colourists and cosmetologists for over 50 years, Joico offers exclusive technologies and targeted lines for every need: K-PAK to rebuild and repair the most damaged hair (170% stronger after the first treatment); Defy Damage to protect hair bonds from everyday damage (heat, UV, pollution); HydraSplash to hydrate fine to medium hair for 24 hours without weighing it down; Moisture Recovery to intensely nourish thick, very dry hair; Blonde Life to maintain and protect blondes and heavily lightened hair; K-PAK Color Therapy to extend colour vibrancy while repairing at the same time; Color Balance to neutralize unwanted brassy tones; and YouthLock with collagen to restore body and vitality to mature hair.