It all started in 1975 when Joico was founded by a renowned Southern Californian hairstylist, Steve Stefano. In 1984 Joico made major breakthroughs with the discovery of the Triamine Complex and the more advanced Cationic Triamine Complex that guarantees complete hair repair. It has since become a leading brand in technologically superior hair care products. Today, Joico is represented in more than 60 countries worldwide, and is recognised as a professional partner for professional stylists around the world. What’s Taylor Swift’s secret to maintaining her gorgeous blonde trademark curls? She says, “Joico seems to work for my hair!” Brunette beauty Mila Kunis also a fan, with new golden blonde highlights courtesy of Joico. Check out the K-PAK range, the ultimate product line for repairing, strengthening and protecting damaged and chemically treated hair. Other goodies include the Moisture Recovery range, Joifix Firm Finishing Spray and Leave-in Detangler.

Joico