24-hour hydration is HERE

This is THE solution to fine and dehydrated tresses

Speed up your blow-dry

Create a ‘do that’s  shiny, smooth and luxuriously soft

See it. Feel it. BELIEVE it.

Press play on Defy Damage from JOICO

Meet the Masters

Get to know JOICO’s new guest artist director and brand ambassador

When Larisa met Sophia

London cool meets laid-back LA as we get two hair colour giants together

Why colour?

What made this twosome pick painting over the shears?

The Instagram issue

They rule the social space, but do these queens ever get Insta-fatigue?

Some advice from Larisa and Sophia…

Marketing, educating mum and kit bag must-haves…

Meet our mentors

The guidance and advice that spurred on the social superstars

Brand you

Hats, hair and making an impression.

Caribbean calling…

Sun, sea, sand… and spectacular hair!