There’s nothing in the world like the beauty of healthy hair. Its vitality, color and shine have a radiance that can’t be ignored, the way it lights up a room, lifts the spirit, and the spirit of others. We have a name for this remarkable energy, we call it “joi”.
Somewhere along the way, through all the cuts and colors, bangs and blowouts, hair starts to lose its joi, because what makes us happy about our hair, and what makes hair happy, can be two different things. At Joico we know they don’t have to be. We believe healthy hair is happy hair.
Joi runs thru everything we do and everything we make, at Joico, each and every one of our product innovations are created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. Our tagline “the joi of healthy hair”, is a message that communicates positive emotion and unparalleled science. It’s more than just a promise, it’s a guarantee.