With Blonde Life, anyone can live the best blonde life, no matter your background, hair type or hair color.

Ready to help the world see blonde hair in a whole new light? Come celebrate the beauty of individuality, and the confidence to take any client – undefined by hair type, hair color, complexion, or lifestyle – from dark to light! The JOICO Blonde Life lightener is here to unite us with brilliant lift that knows no bounds!

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Recent #HairJoi Articles

Stay positive with hacks from the European (color) design team!

During these difficult times, it is more important than ever to stay positive. Our European Design Team & European Color Design Team members always try to think of a situation as a “glass half full” rather than “half empty”. Ijan Davies, Daniela Engström, David Murray and Katrina Kelly are more than happy to share the [...]

The Summer-Hair Cheat Sheet: Hacks That Fix You Fast

In a recent Instagram video from JOICO Brand Storyteller Olivia Smalley, she whips out her bag of tricks for the camera. As in, literally: Her favorite straw bag is always packed full of favorite hair products that keep her hair shiny, strong, protected, and healthy. You see, Olivia’s a blonde beauty who lives year-round in […]

Were you able to solve this riddle? Find the answer here!

We loved seeing your enthusiastic response to our K-Pak riddle! We have kept you in suspense for long enough… we are finally going to show you the answer! Step 1. K-Pak Reconstructing Shampoo = 7 Step 2. K-Pak Reconstructor = 4 Step 3. K-Pak Color Therapy Luster Lock Multi-Perfector Spray = 10 Step 4. 4 […]

5 Reasons Your Hair is Dry in Summer

Summer may be the season of fun, but it can also be the hardest on your hair. In addition to harsh elements and outdoor activities stripping strands of valuable moisture, heat from the sun can even stimulate oil production, and cause your scalp to burn. Here, 5 of the most common culprits: 1. YOU’RE NOT WEARING [...]

Pro Salon Education

Exciting, accessible, 24/7 learning is the cornerstone of Joico’s educational platform. Featuring live events, invaluable videos, easy-to-follow tutorials, and up-to-the-minute trend info, Joico delivers the ultimate global classroom.

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Meet the Joico experts

Introducing the Joico family of talent! We’re proud to showcase our Guest Artists, Brand Ambassadors, and leading education authorities…celebrated industry icons who join us in bringing the artistry of hair to the next level.