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.



Fine By Us: Hair Shake's Back In Action


Hollywood stylist, Paul Norton, has been gathering up the views on his popular YouTube video, in which this genius trend-meister puts everyone's favorite styling product, Hair Shake, into action.

Now, though, Paul's back with a whole new tutorial that's going to shake up legions of fine-haired fans across the country: Once again wielding his magic with Joico's revolutionary new styling wonder, Paul instantly transforms the finest head of hair into three separate 'dos that, until now, were only achievable on thick, full hair.

From a head of sexy waves to a red-carpet pony and, finally, a relaxed updo, Paul shows just how crazy-different Hair Shake really is. Catch this must-watch clip right here...

Watch Now >


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)

This Fashionista Just Created Your Shopping List!


When Los Angeles-based style blogger, Deniz Selin—creator of the popular site,—agreed to share her favorite looks for Summer 2015, we jumped at the chance to take a sneak peek into her closet. After all, this self-proclaimed fashionista is known to be right in step with the latest and greatest; translating runway trends into wearable head-to-toe looks that work for almost everyone. Grab your shopping bags, because the inside opportunity to style up this season begins right here...

See All The Styles

New Joico Curl

Curl-Group-webJOICO Launches Revolutionary New Curl Range

Renowned hair care brand JOICO is delighted to announce the launch of its revolutionary JOICO Curl range, a hair care regime that specifically cares for all types of curls.

From small tight corkscrew curls to long flowing waves, no two types of curl are the same, that’s why JOICO has developed a range of products to deliver healthy, strong, replenished hair which will fall into the curls you desire.

The new JOICO Curl range has been created to encourage stylists to ditch the straighteners and embrace their client’s curls, gone are the bad hair days and the daily frizz fighting battles.


Launch Of Joico Flip Turn Volumising Finishing Spray

Flip-Turn-300ml HRaIt’s the Olympics of hair manoeuvres. We’re talking about that classic, flip-your-head-upside-down-for-a-volumising-effect. And Joico’s just made the move ten times better with the most exciting styling spray you’ll ever get your hands on: spritz your locks upside-down, sideways, backwards… however and wherever you need a hit of texture and volume. The innovatively-designed nozzle super-charges hair with big-time body from any angle; the Level 10 holding power locks in volume and shine for a full 72 hours. Trust us: You’ll ‘flip’ for this...

Joico Flip Turn is the perfect choice for any hair type – but even the finest, skimpiest locks will transform before your very eyes. And here’s how: simply spray with abandon in any direction; our unique “actuator” allows for 360-degree ‘spray-ability’ and dries in seconds for a firm, touchable finish that actually guards against the ravages of humidity and heat styling.

The inside secret: AquaLastik (our deep-sea antioxidant) which protects strands from harsh thermal stylers; while Bio-Advanced Peptide Complex delivers strength and unparalleled shine.


Launch Of Joico Vero K-Pak Color System: Sultry Blondes

NEW Permanent Colour and Demi-Permanent Gloss Toners

Joico-Model-Sultry-BlondeExpand your salon menu with the new JOICO Vero K-Pak Color System ‘Sultry Blonde’ Series: three new permanent crème colors and four new demi-permanent instant gloss toners from the experts in healthy hair.

The new must-have JOICO Vero K-Pak Color Sultry Blondes enable salons to go the extra mile in colouring services, achieving healthy, high-shine and beautiful blonde results, which in turn provides ample the opportunity to boost sales.


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