JOICO
New Zealand

Joico is an American brand of excellence in professional hair care, recognized worldwide for its innovation, performance, and visible results from the very first use. Since its founding, Joico has transformed the way hair is treated both in salons and at home, offering advanced hair solutions that restore, strengthen, and enhance the natural beauty of every strand. With the mission of bringing back the hair’s “inner jewel,” the brand believes that healthy hair reflects vitality, confidence, and well-being. Over the decades, it has established itself as a leader in the professional haircare industry, becoming a benchmark in Joico hair reconstruction, intense hydration, professional coloring, and high-performance treatments.

Joico’s origins date back to the 1970s, when hairstylist Steve Stefano identified the need for truly effective products to restore damaged hair. Based on scientific research and technological innovation, Joico revolutionized the haircare industry. The launch of the iconic Joico K-Pak line marked a turning point: a pioneer in hair reconstruction, this range became one of the most effective in the world for repairing damaged hair, restoring strength, shine, and elasticity.

Joico products stand out for their commitment to science and the use of exclusive technologies. The SmartRelease™ Technology system — which continuously releases keratin, arginine, and rosehip oil — protects and regenerates hair in a long-lasting way, preventing future damage. This focus on scientific innovation reflects the brand’s core values: quality, performance, sustainability, and respect for hair.

Joico’s philosophy is based on personalized care and advanced science, developing specific formulas for each hair type. Every shampoo, conditioner, hair mask and treatment by Joico is designed to deliver professional results, both in salons and at home. The brand believes that every strand deserves to be treated with precision, ensuring stronger, shinier, and healthier hair.

Joico’s values are deeply rooted in integrity, sustainability, and the promotion of healthy beauty. The brand cares not only about the effectiveness of its products but also about the environmental impact of its formulas and packaging. Joico has been adopting responsible practices, using sustainable ingredients, recyclable packaging, and production processes with a lower ecological impact.

The design of its product lines reflects a modern and professional aesthetic. The packaging is elegant and easy to identify, making it simple to choose the ideal Joico product for each hair type — from repairing shampoos to hydrating masks and treatments for colored hair.

The brand offers a wide portfolio of lines and collections that meet different hair needs. Among the best known are Joico K-Pak, for intensive reconstruction of damaged hair; Joico Blonde Life, designed for natural, dyed, or bleached blonde hair, providing luminosity and neutralization of unwanted tones; Joico Moisture Recovery, perfect for thick and extremely dry hair; Joico Defy Damage, which protects against thermal and environmental damage;

In Portugal, the brand has won a loyal audience of hairstylists and consumers who value high-performance professional products. Joico professional products are widely used in Portuguese salons, recognized for their effectiveness in rebuilding, hydrating, and protecting hair from damage. Each Joico line is developed based on advanced research, combining cutting-edge technology with nourishing ingredients. For those looking for Joico hair hydration, the HydraSplash and Moisture Recovery ranges provide nourishment and softness without weighing the hair down.

Joico’s philosophy is clear: beautiful hair is healthy hair. The brand believes that true hair luxury lies in the vitality and inner strength of the strands. Whether in a Joico shampoo, Joico conditioner or Joico hair mask, each product is formulated to nourish, repair, and protect the hair from within.

With its ongoing commitment to science and sustainability, Joico remains at the forefront of professional hair innovation. Its iconic lines — Joico K-Pak, Joico Blonde Life, Joico Defy Damage and Joico Moisture Recovery — stand as testaments to its global success.

Joico inspires professionals and consumers around the world, proving that caring for hair is also a way of caring for yourself. With products developed using advanced technology, ethics, and a passion for healthy beauty, the brand continues to restore hair’s natural strength, shine, and vitality.