Joico is a brand founded in the 70’s by Steve Stefano, an owner of a chain of beauty salons in Southern California.
The brand’s current vice president Sara Jones started out as a hairdresser, quickly becoming one of the top experts on hair styling and hair care. Thanks to her humble beginnings in the business, she knows very well what customers want and what their worries are when it comes to hair. That’s why all Joico products from shampoos and conditioners to volumising products offer fantastic results while still being gentle and not weighing the hair down.
Today, Joico belongs to the Shiseido Group and their range includes numerous top hair care and styling products such as regenerating hair masks or texturising sprays. The brand uses high-quality ingredients including African shea butter, Asian orchid oil, and others.
Joico is also very popular among hair stylist working for film productions like the Hunger Games franchise, as well as celebrities like Mila Kunis, Lindsay Lohan or Britney Spears. Doesn’t matter if your hair is dry, damaged by repeated treatments or straightening, or even thinning - Joico will renew its health, volume and density while providing amazing shine and promoting regrowth. Whether you have a specific hair problem to solve, or you just love experimenting with different styles, Joico is a brand that will treat your hair well.