Joico Products

In 1975, Joico was founded by a successful hairdresser with a chain of 34 salons in South Carolina. He was becoming increasingly frustrated by the products on the market at the time and as no-one could give him what he wanted he decided to go back to university and study chemistry to find out for himself hat is needed to create high performance hair care products.

The major breakthrough came in 1984 with The Triamine Complex. The main component of hair is keratin protein but this can be broken down due to styling, colouring etc. He persevered until he could successfully produce keratin protein with same composition as human hair.

Since then Joico has gone from strength to strength: 1991 saw the introduction of Joice Vero Color, the first oxidative color line. 1992 saw the introduction of products featuring Cationic Tiramine Complex Technology. Joico then expanded its business worldwide in 1993 by opening a distribution and training centre in Helmond, The Netherlands.

In 1996, Joice Vero Color was reformulated using a calibrated ammonia percentage and a unique pigment delivery system. The Quadramine Complex and new packaging design was successfully introduced in 2006. In 2007, Joico Vero system
develops into the Joico Vero K-Pak Color System featuring Joico K-Pak technology also in its colour line.

The Joico Re:nu Age Defy introduced by Joico in 2008 brings back hairs youthful look, and this is further improved when Age Defy Color is launched, being the first hair color that reverses signs of aging with the unique Joico Three Defense technology

Joico combine beauty and science to create the ultimate beauty care experience and superior performance. Their aim is to preserve and enhance the integrity of the hair with the use of cutting-edge technology that offers the ultimate ingredients to re-build and protect the hair, guaranteeing thorough, complete hair care from cuticle to cortex.

Joico's superb range of award winning products, which include Joico shampoo and conditioner, Joico Style and Finish, Joico Color Endure, Joico ICE, Joico K-Pak Reconstruct and Sun Therapy and Joico Skin Luxe, are used in professional hair salons throughout the world, over 60 countries, and can be trusted to deliver fantastic performance and results.