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Joico Brand Story

The Joi of Healthy Hair

There's nothing in the world like the beauty of healthy hair. Its vitality, color, and shine light up a room and lift the spirit. Joico has a name for this remarkable energy. They call it "Joi". Joi is at the heart of everything they do.


Joico is proud to be an EPA Green Power Partner. Around the world, they are focused on sustainability, including resource efficiency and contributing to climate protection. They know that sustainability initiatives are driven by consumer demand for green products, and a desire to create sustainable value for their business and planet. Joico’s Vero K-PAK Color, LumiShine Color, and Blonde Life hair color tubes are packed in paperboard cartons made from 100% recycled fiber. These paperboard cartons have been diverted from the waste stream, and are 100% recyclable.

Hair Care

Experience the inner Joi and confidence of exceptionally healthy-looking hair with the most comprehensive, technologically targeted collection of home care products—all designed to put sophisticated salon results into your hands. Repair, protect, and defend the hair of every client who sits in your chair. They’ve got you covered from our in-salon professional treatments to backbar options that seamlessly take you through your day.

Hair Color

Challenge your creativity with innovative color lines that stay one step ahead of the curve. From blonding to gray coverage, bold looks to custom color, every product is created with a singular goal: to help you deliver the healthiest, most gorgeous hair imaginable. With expert advice and an unparalleled collection of innovative color, Joico delivers healthy-looking, shiny, vibrant hair in every hue—from the brightest blondes to rich, dimensional brunettes, and always, head-turning reds. Discover the path that’s perfect for you.

Find your Joi