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.


New JOICO trend collection 2015: PRISM

Joico-Logo-Trend-PrismIntroducing the new trend collection from JOICO, inspired by angles and shapes.

‘Prism Diffusion’ and ‘Prism Illusion’ are the looks created within this collection. Shape and colour have been skilfully synergised for maximum versatility with each result carefully created to flit between the brackets of ‘avant-garde editorial’ and ‘everyday salon wearable’ style, with minimal effort from the stylist or wearer.

“The collection is prism-like in both form and function… Each look features many facets or ‘angles’ of shape and colour, so the end result can vary greatly depending on how the hair is manipulated.” says Sue Pemberton, JOICO Vero K-Pak Color International Artistic Director.

‘Prism Diffusion’: Designers such as Michael Kors, Victoria Beckham, Preen and Tibi offered inspiration here, thanks to their varied take on statements stripes and the careful use of positioning and placement. Sporty Minimalism was also an influence, with Victoria Beckham, Philip Lim and Chanel’s pared-down approach to sportswear inspiring the fresh outcome present within the images.

‘Prism Illusion’: The seventies offered the inspiration behind subtle retro touches, which were drawn from large lapel shapes, juxtaposed colour combinations and mod pant silhouettes. Busy prints such as scorpions, bees and chameleons also played a part in the inspiration for the ‘out there’ style seen here.


View the embedded image gallery online at:

Sue Pemberton combined block colouring, strand splitting, and feathering techniques to create the optical illusion of shimmering, incandescent colour: “Live colour is not one dimensional; the eye picks up both the actual pigment and the light refraction caused by either structure or movement… The hair colour placement in this collection mimics refraction by using the lines of the haircut to ‘split the light’ and create variation of tone and depth”

The collection, although heavily influenced by high fashion, uses shapes, and colour techniques that are designed to inspire stylists within the salon. The cuts were designed to be moldable and universally flattering, with excess weight removed. The geometry was built into the interior of the cuts so that the inner layers act as a prism, allowing colour to be exposed to both light and depth in an infinite number of ways. The interior geometry of the cuts supports every day, wearable styles, whilst the diffused exterior lines offer countless street styling opportunities.

As with the shapes, the colour techniques are also designed to inspire colour within the salon. The looks can be reinterpreted with client-friendly shades of blonde, brunette.

Hair by: JOICO artists
Color by: Sue Pemberton, JOICO Vero K-Pak Color International Artistic Director
Photography by: Hama Sanders


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