Lighteners
Discover lightening options that deliver high performance and healthy results. Our 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.
JOICO LIGHTENERS COMPARED
Base Breaker & Base Breaker Cool
Why You'll Love It...
Ideal for “breaking the base” (softening contrasting regrowth) between blonding services
10-minute processing time
1 level of lift
Ammonia-free formula conditions and adds shine
Ideal for most hair types (on virgin hair)
Gentle enough to follow a bleach or other color service on the same day
Cool formula refines warm RPC (remaining pigment contribution)
What's New
Blonde Life Crème Lightener
When you want to go beautifully blonde—and go there fast—NEW Blonde Life Crème Lightener turns up the power and rockets you to bombshell status in no time flat. With bond-building Arginine and moisture-locking exotic oils, JOICO’s fastest lifting crème lightener delivers up to 9+ levels of lift and beautiful, shiny-looking hair that will blow you away.
Video Tutorials
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Balayage Clay Lightener Technique with Joico FreePlay (Balayage de Rio)
Joico Celebrity Colorist Denis De Souza introduces Balayage de Rio: a salon perfected technique inspired by the sun-kissed tresses of Rio’s beach-bronzed beauties. These coveted streaks are easily recreated with only our NEW FreePlay Clay Lightener and a glossy cocktail of two LumiShine demi-liquids, giving you Pure Brazilian Bombshell! More on FreePlay: http://www.joico.com/joico-products/haircolor/lighteners/
NEW! Joico FreePlay Clay Lightener, our first lightener that stays put and moist while you paint your way through the most creative balayage and freehand looks. Unlike traditional lighteners that can get messy during open-air painting and processing, FreePlay’s clay-based formula clings to strands and leaves hair feeling nourished, giving you the control and freedom you need to lift hair up to 7 levels… without foils, swelling, flaking, dripping or dry-out! -
Contour & Highlight tutorial: Blonding Haircolor Technique
HAIR CONTOURING? You've got chiseling those cheekbones with makeup down pat. Now, watch Joico superstar, Denis De Souza, create the same magic with Contour Dusting, a unique recede-and-pop hair-color technique that shows off your favorite facial features using strategic Balayage placement and Joico's game-changing LumiShine line. (Big plus: There's no apply-it-everyday hassle!) See the light-and dark-right here...
More on LumiShine hair color: http://www.joico.com/joico-products/haircolor/lumishine/ -
Blonde Dark-To-Light Hair Color Formula and Tutorial
Take the darkest brunette and bring them into the light with Blonde Life Crème Lightener -- the healthiest, fastest way to achieve 9+ levels of lift and extraordinary hair health in one fell swoop. Stocked with bond-building Arginine, Blonde Life Lightener reduces breakage up to 77% in a single treatment, leaving newly pale hair shimmering, shining, and strong as can be. Watch the transformation as it unfolds here...
Discover Blonde Life Lighteners: http://www.joico.com/joico-products/haircolor/lighteners/ -
Learn This “Bright Diamond Blonding Technique” With Joico’s Defy-Damage Protection
Joico Brand Ambassador, Larisa Love, has a new secret weapon in the quest for off-the-charts gorgeous blonde hair: It’s the revolutionary Defy Damage ProSeries In-Salon Two-Step Treatment. “This is like no other protection system I’ve ever used,” raves the mega-star Hollywood colorist, who hails the game-changing duo as the “ultimate damage insurance for the healthiest hair imaginable.”
Creating her flawless “Bright Diamond Blonding Technique,” starts with ProSeries 1, Joico's Bond-Protecting Color Optimizing Spray that begins the process of healthy-hair transformation by turning a salon chemical service into something strikingly different. With the easy spray-on application, Defy Damage instantly goes to work, strengthening and rebuilding bonds, heightening product performance, and providing powerful (and immediate) damage protection right before your eyes. It's completed with ProSeries 2, Bond-Strengthening Color Treatment at the shampoo bowl, where those same breakthrough ingredients -- Arginine, Moringa Seed Oil, and a Protective Lipid -- team up with Joico's SmartRelease Technology, a one-of-a-kind liposome delivery system that continuously releases powerful Rose Hip Oil, Arginine, and Keratin.
“Defy Damage provides the most stunning results I’ve ever seen on blonde hair,” says Love of this pioneering product line. Learn the step-by-steps to her luscious “Bright Diamond” blonde look, and watch as Defy Damage delivers…
• 80% Less Breakage
• 5X Stronger Hair
• 90% of Color Vibrancy
• Stronger, Rebuilt Bonds
• Visible results after just 1 use
• Immediate Soft Feel
• Increased Shine -
Gorgeous Natural Hair Color Technique: "Nude Glow" by Larisa Love
Like the universally-flattering shades so popular in today's hottest makeup
palettes, Nude Glow mingles tones of sand, sable, beachy-bronze, and beyond
to create utterly believable color and the healthiest hair imaginable. And Joico
Brand Ambassador, Larisa Love, takes this natural look to new heights with a
luminous, dimensional look that delivers lit-from-within radiance using
LumiShine's Natural Warm Series. Learn how this multi-dimensional face-framing
technique uses shadow, light, and shine to create gorgeous, glowing hair that's
instantly 5X stronger, super-soft, and luscious looking. Love's easy step-by-step
demo and no-fail formulas will make you a natural in no time.
Unleash your creativity with LumiShine's Natural Warm Series: https://www.joico.com/joico-products/haircolor/lumishine/
13 NEW Shades:
5 New Permanent Shades
5 New DD Demi-Permanent Crème Shades
3 New Demi-Permanent Liquid Shades -
Platinum Pearl Blonde Hair Color Formula and Step-By Step
Watch superstar LA colorist, Denis De Souza, showcase a totally head-turning, gleaming platinum look -- the kind of blonde magnet his celebrity clients love -- with magical Blonde Life Crème Lightener. Infused with nourishing ingredients that leave hair healthy and protected, this powerful product lifts 9+ levels in record time, while infusing hair with ingredients that deliver shine, strength, and damage control no matter how light the look.
Discover Blonde Life Lighteners: http://www.joico.com/joico-products/haircolor/lighteners/ -
Creme D'Blonde Hair Color Technique Tutorial
Watch celebrity colorist, Marisa Marino create an ultra cool and creamy blonde look with this Crème D’Blonde Technique, perfected using Joico’s Blonde Life Lightening and Brightening system; including Blonde Life Lightening Powder. This Lightening and Brightening system helps keep hair shiny and healthier than ever.
Learn More: http://www.joico.com/joico-products/haircolor/lighteners/ -
How to get all-over summer babylights + foilyaged ends Step-by-step
Most blonde clients coming in the salon want to go brighter and blonder especially for summer. Join Joicos' celebrity colorist Denis De Souza as he shares with you how he achieves a dreamy sun-kissed golden glow with his signature NEW Ray of Light Technique. This perfect combination of all-over babylights, foilyaged ends and illuminating LumiShine color will keep clients glowing all year long. When combined, these classic highlighting techniques will produce a subtle yet stunning result that is thoroughly modern. LumiShine color is fantastic for toning and blonding, or anytime your client is going lighter and you are worried their hair might be compromised. LumiShine instantly restrengthens hair and reduces breakage, delivering healthy-looking, long-lasting color results with up to 2x more shine!
Discover more about LumiShine and get more step-by-steps, here: https://www.joico.com/joico-products/haircolor/lumishine/ -
Honey Caramel Balayage with Colorist Denis De Souza
Celebrity colorist Denis De Souza is going to tempt you to indulge…in a delicious new dimensional Balayage technique that adds brightness and a veil of shine to any hair color. Using luscious LumiShine, the color formula that delivers twice the shine for up to 30 full shampoos, Denis creates a look he's coined Honey Caramel -- one of the sweetest examples of Balayage we've seen in a long time.
K-PAK Color Therapy Shampoo and Conditioner: http://www.joico.com/joico-products/k-pak-color-therapy/
Discover LumiShine haircolor: http://www.joico.com/joico-products/haircolor/lumishine/
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Color Formulas