ALFAPARF Milano launches a unique line of products for blonde, grey or white hair - that’s it, of course!

apg-that-s-it-forever-grey-balm-pf013181-tub-150ALFAPARF Milano is the leading Italian brand in the world in the field of professional beauty and has launched a line of products for blonde, grey and white hair. This new line, with its irreverent name - that's it, comprises two different shampoos for blonde hair, whether it is natural or colour-treated.  These shampoos are designed for different tones of blonde hair.  The range also includes a mask which is suitable for all types of blonde hair whether it has warm or cold tones. And specially formulated for white and grey hair, both natural and colour-treated there is a shampoo and balm.

The products contain light-reflecting pearl particles that diffuse light from all directions, giving an infinite amount of tones and incredible shine.  Ceramide delivers strength and nourishment to the hair fibre to keep it compact and uniform and phyto-keratin - due to its incredibly similar structure to hair which acts from within the fibre giving a healthy and vibrant appearance.

For Blondes with Warm Tones:
Gold Fever Shampoo for Warm Blondesis a pigmented shampoo formulated to give new life and brightness to both natural and colour-treated blonde hair with warm reflections. It is suitable for frequent use. It is sulphate and paraben-free RRP €12.95
Blonde Parade Mask is for every blonde.  It is a nourishing treatment that conditions and renews softness while accentuating the shine of blonde hair. It is paraben-free RRP €14.95

For Blondes with Cool Tones:
Blonde Ambition Shampoo for Cool Blondes is a pigmented shampoo formulated to neutralise unwanted tones and to enhance the brilliance of both natural and colour-treated cool blonde or platinum hair. It is suitable for frequent use and is sulphate and paraben-free RRP €12.95
Blonde Parade Mask is for every blonde and untangles while giving softness and brightness. It is paraben-free RRP €14.95

For White and Grey Hair:
Grey Pride Shampoo reveals the beauty of white or grey hair, both natural and colour-treated, purifying
the colour and combating the unwanted yellowish tinge. It is uitable for frequent use and is paraben-free RRP €12.95
Forever Grey Balm is a conditioning treatment that detangles hair while at the same time illuminating the tones
of white and grey hair. It is paraben-free RRP €14.95

Alfaparf Milano invites you to courageously have blonde, white or grey hair.  that's it is available in selected Alfaparf Milano salons nationwide. Tel: 045 856 490 or log onto:




 icon Thats It Folder (2.28 MB)

 icon Thats It Newspaper (2.18 MB)

icon Thats It Product Images (17.27 MB)

icon Thats It Mood Images (192.92 MB)

icon Thats It Step By Step (2.6 MB)


View the embedded image gallery online at:

Winners announced at the ALFAPARF Fantastic Hairdresser Awards 2015

D17614-0419ALFAPARF Milano, the internationally renowned Italian luxury hair product company, awarded the  ALFAPARF Fantastic Hairdresser Awards 2015 to nine winners at a gala presentation attended by Ireland’s leading hair stylists at the Double Tree Hotel By Hilton, Burlington Road, Dublin 4 today (Sunday, November 1st, 2015).

The awards, now in their sixth year, give stylists and salons an opportunity to show their creative expertise and technical excellence through six creative and two business awards and an artistic award: the ALFAPARF Inixia Photographic Award.

Almost 400 hairdressers from all over Ireland dedicated months of hard work preparing their entries for these nine categories.

Acclaimed stylist, designer and TV presenter, Brendan Courtney, hosted the sold-out evening awards event to which some 1,200 stylists and industry insiders had been invited. He presented the awards along with ALFAPARF and Alan Austin-Smith, founder of The Fantastic Hairdresser Company. Each winner was presented with an Irish-designed and handcrafted stained-glass trophy.

The epically glam evening began when ten models and dancers from London’s prestigious Sophie's People, coloured and coiffed by the 20 graduates of ALFAPARF’s standard-setting Master Degree 2015, took to the runway in a series of futuristically-styled outfits to a soundtrack and stripped-down atmosphere courtesy of Tron and The Matrix. “We’re starting from the science that tells us that colour is only possible because of white light and then working around the minimisation of that white light with what’s left being the pure, the essence, of colour. We’re going to try and see colours in their purest form through an interaction of models, music, movement and the best - the most creative and technically superb – hair styling and cutting that our best graduates can offer. We want them to ‘think through’ the accepted boundaries of what colour is and how it looks and find a new way of presenting it. We’re satisfied that they have done that and the results are breathtaking”, says ALFAPARF’s Technical Director and producer of the event, Ger Hand.

Gallery of Winners

View the embedded image gallery online at:

 “This is going to be the age of the Pure. Nothing superfluous, nothing unnecessary, nothing added.  It’s all about purity of concept and then purity of technique and execution of the cut. That leaves you with the purity of colour and that‘s what we -  as Ireland’s largest colour company – want to illustrate. Pure vision and pure colour will give you pure perfection”, he continued.

An elaboration on that pure colour theme was supplied by Intercoiffure Ireland’s 'Hair Fashion Team' who presented 'RED', a slick hair show of beauty and passion dedicated to the power and energy behind colour.  Intercoiffure Ireland is delighted to be part of ALFAPARF Fantastic Hairdresser Awards once again and this year’s show "RED" conveys their conviction: Colour is Power.

“ The colour RED is a statement in itself. It stands out. Eyes are immediately drawn to it. RED is the colour that represents Love, Romance, Passion, Desire, Strength and Fire.  It is an announcement of power and confidence – in  fact, it’s more than that – it’s a proclamation of power and confidence,”  according to Intercoiffure Ireland.

The prestigious, award-winning Paul Stafford Hairdressing also showcased their passion and expertise at the evening show.

The awards were judged by a high-flying international panel of five which comprised:
Vivica Davies is the Colour Director for ALFAPARF Milano and former head of colour at Mahogany Hairdressing, London. Mark Woolley, an award-winning hair stylist, international creative director and entrepreneur behind the exclusive Electric brand encompassing six bespoke salons in key cities throughout the UK. Electric has been hailed the UK’s most exciting and rapidly expanding hairdressing brand and is tipped to be one of the most important brands to watch within the industry. Mark has recently won Business director of the year for the second time, at the British hairdressing business awards. Fiona Connolly – Director of Education & FH coach at the Fantastic Hairdresser Business Academy, London. Five times finalist at the British Hairdressing Awards, International platform artist and twice winner British Hairdressing Business Awards Manager of the Year.  Marijana Habek, an ALFAPARF International Educator for Europe and the Middle East Coordinator of the ALFAPARF Milano, Dubai Fair and Jack Bayne from SACO, a renowned group which, via education, shares its extensive experience and offers the highest standard of training to stylists and colourists worldwide.
Neil Canavan, the show’s gifted Assistant Production Manager, brought together all elements of the production – audio, video, lighting and staging aspects. His professionalism and vision made the show the standard-setting event it undoubtedly was. This show is now the benchmark of excellence and imagination for Ireland’s styling and  hair sector.

Lucie Pankhurst, choreographed the Award’s show again this year.  Lucie is recognised in the business as an outstanding dance and movement director with an impressive resume that features popular TV shows, movies and stage productions including Gloria Estefan’s X-Factor performance, Michael Fassbender’s Wedding Belles and Kristen Stewart in Snow White and the Huntsman. Lucie worked as movement director for Jamaican sprinter, Usain Bolt and British Illusionist, Derren Brown.

ALFAPARF Milano brand is the standard within the hairdressing industry and is considered by both trade and consumer press worldwide as the undeniable leaders in state-of-the-art salon products. The prestige that the brand brings to everything it involves itself in is legendary.  Their representative in Ireland, David Donnellan, said: “The Italian beauty and style giants were delighted to show their commitment to technical and artistic excellence and were particularly happy to support Ireland’s vibrant hair and beauty commercial community which they consider to be leaders in every facet of the business.

“ALFAPARF is all about the best talent using the best product. It’s about striving for excellence and achieving it. We’re committed to that. We know that the inspiration and creativity demonstrated at these Awards today will end up being translated onto the streets, workplaces and social scene of Ireland – and that’s what we want”, concluded David Donnellan, ALFAPARF Ireland.

ALFAPARF Fantastic Hairdresser Award Winners:

Fantastic Stylist Award – Michelle Nugent – Considine, Alta Moda, Ennis, Co Clare
Fantastic Fantasy Hair Stylist Award – Katrina Kelly, K2, Glasnevin, Dublin. 
Fantastic Long Hair Stylist Award – Martha Boylan, K2, Glasnevin, Dublin
Fantastic Junior Award – Sandra O'Sullivan from Sean Taaffe, Killarney, Co. Kerry
Fantastic Gents Hair Stylist Award – Danielle Bethal from Occasions Hairdressing, Naas, Co. Kildare
Fantastic Hair Colourist Award – Adrian Haupa from Kazanoo, Co. Galway
Fantastic Hairdresser Award – Bridget Haren, Alta Moda, Ennis, Co. Clare
Fantastic Salon Award – Lloyds, Waterford

 ALFAPARF Inixia Photographic Award - Wayne Partridge from Wayne Lloyd, Cork  


The Joi of Christmas with JOICO

The-Joi-of-Christmas-with-JOICOJOICO, the healthy hair expert, has launched the ultimate bespoke gift sets, which are guaranteed to get you into the Christmas spirit. Whether your hair is fine, curly, chemically-treated, coarse or frizzy and stressed, JOICO will take care of any hair type during the festive season.

With a unique fusion of modern science and the finest ingredients, expect only the most superior formulations in these highly desirable, good value, gift sets from JOICO® , which make ideal stocking fillers, too.

JOICO, a division of Shiseido, has been dedicated to the Art of Healthy Hair since 1975. All JOICO hair care, styling, hair colour and texture products fuse the latest breakthrough in hair care science with inspirations from the worlds of art and fashion to offer unparalleled quality and performance.

These value duo sets include shampoos and conditioners from the Joico range of products for curly, frizzy, colour-treated hair, added volume, hydration, repair and sleek finishes.

The Joi of Healthy Hair.


The gift of giving this Christmas...

Diamond POLRALFAPARF Semí Dí Lino gift sets make perfect presents this Christmas...

Semí Dí Lino Discipline Gift Set for rebel hair comprises: Humidity Block Spray, Frizz Control Shampoo and Frizz Control Butter Mask.

Semí Dí Lino Diamond Illuminating Gift Set for all hair types normal hair comprises: Illuminating Shampoo, Illuminating Conditioner and the multi-award-winning Diamond Liquid Crystals serum.

Semí Dí Lino Moisture Gift Set comprising: Split Ends recovery Fluid, Nutritive Shampoo and Nutritive Leave-in Conditioner.

Semí Dí Lino Diamond Illuminating Gift Set comprising : Illuminating Shampoo, Illuminating Conditioner and Precious Oil Shower and Pampering Cream.

Semí Dí Lino Reconstruction Gift Set comprising : Reparative Shampoo and Reparative Mask and Precious Oil Shower and Pampering Cream.

Semí Dí Lino Volume Gift Set comprising: Magnifying Shampoo and Conditioner and Shampoo and Precious Oil Shower and Pampering Cream.

View the embedded image gallery online at:

Joico Hair Shake

Hair-ShakeTEXTURIZE, VOLUMIZE, DRAMATIZE with every shake!

Once your hair is DRY and your foundation set, shake up Hair Shake and spray it on in layers wherever you want—at the root for lift, through the lengths for texture, onto short styles for grip and control, etc.—then finish your shape however you like! 

Want more of that one-of-a-kind velvety control but afraid it’ll weigh you down? Don’t let the thickness fool you. The formula is deceptively lightweight, allowing you to shake it, spray it, layer it and rework your ‘do again and again— the styling possibilities are endless! 

Featured on TV3 XPOSÉ


Hair Shake’s innovative formula is unlike any other “powder styler” on the market. Those stylers can be messy, hard to control and leave residue on the hair. Hair Shake’s “powder base” is actually a groundbreaking, virtually invisible combination of:

Malitol a sugar substitute that blocks humidity

Bentonite Clay for oil absorption, texture and grip.

Cosmetic Grade Silica for absorption and density.

Magnesium Silicate, an odorless powder, for absorption and density.


View the embedded image gallery online at:


icon Joico Hair Shake Banners and Presentations (8.69 MB) 

icon Joico Hair Shake Info Sheet (839.76 kB)


New brand campaign celebrates the joy in healthy, beautiful hair for every woman 

joi-of-hairJOICO, the leading hair care company focused on innovation, inspiration and influence, is celebrating its beautiful roots with the new brand campaign, “The Joi of Healthy Hair”. Healthy hair is happy hair, radiating vitality, color and shine. Throughout our lifetime, we can get stripped of this joy when our hair becomes weakened due to environmental damage, coloring, styling and more, losing its health, vigor and shine. This year, and on a mission to spread the Joi of Healthy Hair, JOICO is launching a new look and feel along with groundbreaking products and treatments, all focused on restoring hair to its happiest state -- healthy, glossy and strong.

“There’s nothing in the world like the beauty of healthy hair,” said Sara Jones, Senior Vice President and General Manager of JOICO. “Its vitality lights up a room and lifts the spirit. At JOICO, we have a name for this remarkable energy, we call it “joi”. The Joi of Healthy Hair movement is dedicated to spreading the joy that both professionals and consumers experience when their hair is happy, healthy, radiant and beautiful.”

As part of the Joi of Healthy Hair campaign, JOICO commissioned a large survey focused on today’s women and their haircare habits. The independent study, conducted by Lab42 surveyed 1,000 women from ages 18-49 across the U.S., revealed the following insight into the important role hair plays in our lives. According to the survey:

  • Women feel happier (70%) and more joyful (66%) when they’re having a good hair day
  • A good hair day makes women happier (21%) than buying a new outfit (18%) or having a good work out (16%)
  • Nearly half of all millennial women surveyed (ages 18-34) said they feel less stressed and more focused when they’re having a good hair day
  • Great hair, according to women, is key to feeling confident (41%), happy (36%), beautiful (35%) and sexy (28%)
  • The #1 most searched hair topic online is “How to Get Healthier Hair” (64%)
  • Then asked when is the best time to take a selfie, the #1 answer among women surveyed was when they’re having a good hair day

“Happiness truly is healthy, beautiful, bouncy, shiny hair”, according to Paul Norton, JOICO Celebrity Hairstylist and Spokesperson, responsible for styling today’s hottest stars, including Gina Rodriguez, Robin Wright, Victoria Justice and more. “I’m inspired by the new JOICO messaging and platform because it’s all about providing the highest quality, top performance and innovative hair care products for brilliant results that can’t help but make you smile.”

For more information about JOICO, The Joi of Healthy Hair campaign and new product information, please visit

Let’s celebrate!

JOICO 40 years, Vero K-Pak Color 25 years

40-yearsThis year JOICO, the internationally renowned pioneering haircare brand, will celebrate its 40h anniversary. To mark this momentous occasion, JOICO is launching a series of initiatives and new products throughout the course of the year.

Since its launch in 1975 by Southern Californian hairdresser Steve Stefano, JOICO has stayed true to its original brand values of creating outstanding products that continually push the limits of science and technology.

Part of the Shiseido Group, JOICO has long been the haircare choice of industry experts and for those in-the-know looking to maintain salon perfect looks at home.

As well as the brand entering its fifth decade, the JOICO color range - Vero K-Pak Color - also celebrates 25 years as the only truly infinite color range on the market.

Eric Kater, Vice President of Joico Zotos Europe commented: “It is a year of celebration for the JOICO family. For a haircare and color company to reach such important milestones is testament to the incredible team we have working with us.

From our phenomenal research and development department based in Darien, USA, working on the next generation of stand-out products to our team of global creative ambassadors who show the industry and consumers the new and exciting ways to use our products, we are constantly collaborating to create scientifically driven lines that can be used by artists to realize their vision.”

The celebrations began earlier this year with the launch of an exciting new addition to the JOICO K-Pak Color Therapy range - Dry Oil Spray, followed by a new range of care and styling products specifically designed for those with curly hair – JOICO Curl – and the launch of the ground-breaking liquid-to-powder texturiser, Hair Shake. The new JOICO brand campaign, “the Joi of Healthy Hair”, launched in July, completes the first phase of festivities.

Olaplex - One Ingredient Changes Everything

Olaplex-travel-kit-with-app-webXpert Professional is proud as the sole distributor in Ireland to launch Olaplex as a new in salon service.

This revolutionary new colour upgrade service has become a sensation amongst Hollywood’s ‘A’ celebrities and across the world.

“The Holy Grail for Hair Colour”
“If a beauty company could keep chemical treatments from hurting hair, that’d really be something.”  These were the thoughts of Dean Cristal, founder of Olaplex when conceiving the scientific solution for this new Wonder Product.

With Dean’s and his scientists discovery, Hair Colouring, may never been the same again…so here’s what Olaplex does:

Olaplex helps rebuild the broken disulphide bonds within the hair that can break during chemical processes, particularly colouring or using thermal heated tools. Disulphide bonds are the bonds that give elasticity and strength to the hair.

Use Olaplex as a pre-treatment or alongside colouring or lightening hair.

This chemistry has never been seen before and opens up brand new possibilities in hairdressing colour variations.

Seeing ….and Feeling is believing.



Privacy Settings:

This website uses cookies to manage authentication, navigation, and other functions. By using our website, you agree that we can place these types of cookies on your device.

View Privacy Policy

View e-Privacy Directive Documents

You have declined cookies. This decision can be reversed.

You have allowed cookies to be placed on your computer. This decision can be reversed.