Professional Haircolor

Challenge your creativity with innovative color lines that stay one step ahead of curve. From blonding to gray coverage, bold looks to custom color, every product is created with a singular goal: to help you deliver the healthiest, most gorgeous hair imaginable.


“Healthy colored hair that has been kissed by the sun”

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The LumiShine Difference

JOICO LumiShine transforms hair from the inside out with breakthrough bond-building ArgiPlex™ technology, delivering astonishing shine, color longevity, and overall healthier-looking hair—guaranteed!


A full spectrum of perfectly balanced, intermixable pre-blended shades allows you to deliver straight-from-the-tube (or bottle) color perfection.

Blonde Life

With Bond-Building Arginine

See blonde hair in a whole new light with JOICO BLONDE LIFE – a system of lighteners & toners created just for blondes … and those who want to be lifted to new heights without sacrificing shine or condition. With powerhouse formulas featuring bond-building Arginine and a signature Tamanu-Monoi oil blend, Blonde Life helps banish the challenges of brassiness, off-tones, fading, and damage* that blonde hair faces on a daily basis.

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“Create your true color masterpiece”

Repair and protect hair as you color with Vero K-Pak®, the only haircolor featuring Quadramine® Complex, the same technology inside our award-winning K-Pak® Reconstructor. This system, adored by colorists around the globe, delivers stunning vibrancy, excellent condition, predictability, and long-lasting color results.

Discover Vero K-Pak Color

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“Creativity straight from the tube that puts you in the spotlight”

DISCOVER A DAZZLING SPECTRUM OF BOLD, BRILLIANT COLOR WITH JOICO COLOR INTENSITY–our intensely concentrated pigments designed to help you create over-the-top results that last up to 20+ shampoos.*

Color Intensity’s intermixable formula can be applied straight from the tube, or mixed and mingled to your heart’s content for endless creative possibilities.
Bonus benefit: No developer required!

*Depending on daily care habits, hair history, and texture


Discover lightening options that deliver high performance and healthy results.

JOICO Lighteners enable you to achieve on-and-off scalp blonding while keeping hair remarkably close to its original, healthy condition. Each formula has been designed to help you achieve the most consistently artistic and imaginative creations possible.