Realise your blonde ambition

The expansive Blonde Life collection from JOICO is here to help you create any blonde your client can dream of. From initial lift to post-salon care, there’s nothing you can’t achieve if you have the vision.

Buttery, warm blondes, ashy cool tones, serene Nordic shades, there is so much choice when it comes to creating that perfect blonde. And it requires the right products to showcase your professional skills and wow clients.

Step forward JOICO, who are celebrating the beauty of individuality. Create a bespoke blonde for every client with JOICO Blonde Life products, which include lighteners, toners and homecare products, to keep your colour work alive long after it’s left the salon. The Blonde Ambition mission? To help the world see blonde hair in a whole new light, with transformative lift that takes any client from dark to light – in a single service.

No matter what the desired blonde vibe, JOICO can help you achieve it. For blonde of every shade, every hair type, and every texture –what is your Blonde Ambition?

All four of these model looks were created with the same Blonde Life Lightening Powder, which illustrates that the only restriction is your imagination.

Welcome to the lighter side 

Choose from an array of world-class lighteners that give you the confidence to take any blonde client to new heights. Whether your goal is gleaming golds or perfectly polished platinum, the Blonde Life collection helps to fend off the familiar threats of brassiness, fading and damage.

The iconic Blonde Life Lightening Powder is designed to fulfil every blonde need and desire, with fast-acting lift that never compromises on hair quality or shine. Get up to nine levels of lift* with this powerful formula that safely kicks things up a notch.

With bond-building arginine and a nutrient-rich blend of tamanu and monoi oils, you can ensure exquisite hair quality and condition. Use with or without foils, the Lightening Powder works brilliantly in either situation. This flexible formula is ideal for all clients, all textures and all base colours, proven to keep blondes bright and on-tone for up to 8 weeks.**


Join JOICO in celebrating #BlondeLife4All and discover a world of blonding that celebrates the innate confidence and individuality of your clients. Break away from conventions, from restraints of hair types, colour or lifestyle and blonde with confidence.

Give your creations the maintenance boost they need with dedicated Blonde Life care products, including the Brightening Shampoo,  Conditioner, Masque and Oil.  A collection of homecare products that protect, detoxify, and bump up the brilliance and strength of hair that’s been bleached, double-processed, or lifted to new heights; while preventing environmental damage and off-tones.


Stay Frosty

For those who prefer an icy kiss of colour, the latest additions of Blonde Life Violet Care products offer superb formulas to combat the dreaded ‘Bs’ – Brassiness, Brittleness and Breakage, and keeping everything cool by freezing out unwanted yellow tones.

The unique JOICO SmartRelease technology delivers softness and shine, while detoxifiers get to work neutralising chlorine and trace minerals to knock out that brassiness before it can take hold.

Get step-by-step tutorials on how to create each of the looks above at

Are you ready to help the world see blonde hair in a whole new light? Explore the full range at and follow JOICO on Instagram and Facebook

*Versus other JOICO lighteners
**When using Brightening Shampoo and Conditioner/Masque, which preserve more than 80 per cent of hair colour after 18 washes.
Hair and colour: Olivia Smalley, Gina Bianca, Larisa Love, Jil Buck. Photography: Hame Sanders.