The JOIcolor System

Create healthy hair from the inside, allowing people to shine on the outside

Want to give clients hair that’s healthier than ever before, with serious shine and unbeatable results? In the land of JOICO, you can get exactly what you want, and it’s been that way for the past forty years. Founded by Steve Stefano, a hairdresser from Los Angeles, the brand was created because he could not find products that lived up to his high-quality standards. The focus of his products was hair health, and today it remains exactly the same, because of the ground-breaking technologies behind them.

The science behind the joi of healthy color

Whilst healthy hair is packed with keratin, over time all hair will lose some of that keratin because of sun, styling, and chemical treatments. As a result, hair will become damaged, fragile and vulnerable to breakage. Made of natural keratin, The Quadramine Complex® (the one technology found in all JOICO hair colours) fills the gaps caused by that damage, reconstructing the hair from the inside out while it is being coloured.

The JOI of healthy color

Whilst each of the colour lines in the JOIcolor System has its own special focus, hair health remains at the core of every colour.


For healthy coloured hair that has been kissed by the sun.

An easy and straightforward to apply colour, which delivers 100% reconstructed and restrengthened hair, with exceptional Hollywood shine and colour vibrancy. Think hair which has been kissed by the California sun, all day long.

Color Intensity

Puts you in the spotlight

Explore a dazzling spectrum of bold, vibrant colour with JOICO Color Intensity. The concentrated pigments are designed to help create over-the-top vibrancy, whilst the semi-permanent formula means it can be applied straight from the tube or mixed for endless creative possibilities.

Vero K-Pak Color

Create a true masterpiece

These shades are pure-tone colours, meaning they can be mixed and matched for an endless amount of custom shades. They are ideal for giving you the creative freedom to create endless colour options.

Vero K-Pak Color Age Defy

Turn back time

Like skin, the natural ageing process can take its toll on hair. Over time it will become brittle, coarse and grey, and will start to get a dull ‘flat’ look. The Vero K-Pak Color Age Defy shades makes hair look and feel younger instantly, giving more shine and vibrancy, for hair that is in better condition.

Blonde Life

The perfect solution for going blonde

Ideal for keeping hair in fantastic condition when clients are looking to go blonde. Created with a nutrient-rich blend of Tamanu and Monoi Oils and strand-strengthening ArigiPlex Technology, plus the Quadramine Complex to repair damaged hair. Plus, the colour also features patent-pending Hyper Lift Technology.

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