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”

Lumishine professional hair color boxes and bottles family shot

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

“Shine bright like a diamond”

Blonde Life creme color tube

A lightening and brightening system just for blondes… and those who want to be lifted to new heights without sacrificing hair’s shine or condition. With strand-strengthening cutting-edge Arginine and an exotic, nutrient-rich blend of Tamanu and Monoi oils—Blonde Life helps banishes the challenges of brassiness, off-tones, fading, and damage that blondes face on a daily basis.

Vero K-PAK color logo

“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

color intensity logo

“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.

Meet The Experts