An extraordinary smoothing effect, the result? smooth and tamed hair that glide like silk through your fingers.

Formula based on milk proteins which increase the softness of the hair, making them fluid and compact.

An extraordinary smoothing effect, the result? smooth and tamed hair that glide like silk through your fingers.

Formula based on milk proteins which increase the softness of the hair, making them fluid and compact.

The secret of the hairdressers to rebuild and nourish the hair deep into the heart of the fiber.

A formula based on the dual effectiveness of milk that cleanses and nourishes the hair for a glossy look.

The secret of the hairdressers to rebuild and nourish the hair deep into the heart of the fiber.

A formula based on the dual effectiveness of milk that cleanses and nourishes the hair for a glossy look.

Wraps and protects the hair, transforming the fiber on silky. Color sublime and incredibly bright intensity revealed.

Formula made from rice extract that gives strength and elasticity to hair. With uv filters to protect the hair fiber.

Wraps and protects the hair, transforming the fiber on silky. Color sublime and incredibly bright intensity revealed.

Formula made from rice extract that gives strength and elasticity to hair. With uv filters to protect the hair fiber.

A caress of intense light, bright, natural and healthy hair.

Formula based on milk protein which deep cleanses, restoring the natural softness of the hair.

A caress of intense light, bright, natural and healthy hair.

Formula based on milk protein which deep cleanses, restoring the natural softness of the hair.

When you need a miracle: it has no choice. Hair soft and strong in silky effect.

Formula to ph4 with milk proteins and wheat that transforms the hair, making them fuller and improving texture.

When you need a miracle: it has no choice. Hair soft and strong in silky effect.

Formula to ph4 with milk proteins and wheat that transforms the hair, making them fuller and improving texture.

Forget those dense, overly heavy moisturizing treatments designed for “bleach blondes.” We’ve teamed the lightness of a lotion and the power of a serum in our deeply nourishing Brightening Conditioner that instantly revives blonde hair without weighing things down. Each highlighted strand is polished to a high gleam, giving you the kind of champagne shine and detangling power that makes you feel bubbly all over.

Perfect choice for: Any bleached, double-processed, or high-lifted blonde hair. The kind you get on purpose.

Here’s how: Distribute a small amount evenly to freshly washed hair; allow to absorb for a full minute, then rinse.

The inside secret: Our Bio-Advanced Peptide Complex actually targets and reconstructs damaged strands; the naturally-occurring amino acid, Arginine, is replenished, and an exotic blend of Polynesian and Tahitian Tamanu and Manoi oils hydrate and bump up that big-time blonde shine.

There’s nothing wrong with having a blonde moment. Especially if that moment is spent gently cleansing your highlighted hair with our extraordinary sulfate-free Brightening Shampoo–a satisfying experience that lifts away dirt and oil, restores hair’s optimal pH level, banishes brass, and produces a luscious lather that most sulfate-free shampoos simply can’t muster. After a good rinse, your comb will slide smoothly and easily through soft, damp, clean-as-a-whistle strands. How’s that for fun?

Perfect choice for: Any bleached, double-processed, or high-lifted blonde hair. The kind you get on purpose.

Here’s how: Saturate hair thoroughly with warm water, then work in a good dollop of Blonde Life Brightening Shampoo, gently massaging into a lather. Rinse and repeat if necessary.

The inside secret: Anionic surfactant molecules interact with dirt and oil particles, trapping them in a bubble-like cocoon that gets swiftly rinsed away. An exotic blend of Polynesian and Tahitian Tamanu and Manoi oils hydrate, fight frizz, and bump up the shine, resulting in exquisitely gleaming, on-tone blonde hair

Is your blonde hair feeling the heat? Then help it take cover and protect that brilliant, beautiful, and vulnerable ‘do from the damage of thermal stylers, chemicals, UV exposure, humidity, and dryness. Genius Brightening Veil instantly safeguards strands while boosting shine, doubling hair’s strength, and leaving you with a super-manageable, comb-able, frizz-free halo of fair hair. Stocked with the richest exotic oils, our pale Veil protector restores your golden glow to its glistening best…the ultimate trifecta when used in conjunction with Blonde Life Shampoo and Conditioner.

Perfect choice for: All shades of both natural and chemically processed blonde hair.

Here’s how: After shampooing and conditioning, spray Brightening Veil onto towel-dried hair; comb through, blow-dry, and style as usual.

The inside secret: An exotic blend of rich Tahitian Manoi Oil combined with ultra-hydrating Tamanu Oil nourishes hair deeply, while protecting strands from harsh UV damage. Our exclusive Bio-Advanced Peptide Complex and Arginine add additional repair and protection with every single spray.

Masques are for hiding things…but it won’t be your blonde hair once you’ve spent a few minutes with our brilliant blonde-brightening formula. This quick-rinse, magician-of-a-treatment instantly hydrates, softens, and amps up your pale strands by neutralizing those nasty trace minerals that lead to dullness and yellowing. Nothing heavy, nothing greasy…just on-tone, crystal-clear perfection here.

Perfect choice for: Any bleached, double-processed, or high-lifted blonde hair. The kind you get on purpose.

Here’s how: Apply several pumps one or more times per week as needed to damp, freshly cleansed hair. Leave on for 3-5 minutes and rinse.

The inside secret: Our Bio-Advanced Peptide Complex actually targets and reconstructs damaged strands; the naturally-occurring amino acid, Arginine, is replenished, and an exotic blend of Polynesian and Tahitian Tamanu and Manoi oils hydrate and bump up that big-time blonde shine.

When we set out to create a solution for fine, limp hair, we wanted to get to the root of the problem – and we did, with this medium-weight, alcohol-free styling foam that gets you all pumped up in an instant. Root Lift is a highly targeted, firm-hold formula that lifts and spots you with support from scalp to ends.

Perfect choice for: All hair types that are looking for a boost in the body department.

Here’s how: Apply to the scalp of damp, towel-dried hair, paying special attention to your part – the starting point for a good lift. Dry hair with a round brush for supersize volume.

The inside secret: Oat Protein Complex thickens each strand individually, adds gloss and shine, and deposits moisture and stability without weighing hair down.

Most “plumping” conditioners bulk you up, but they can also weigh you down, which is the last thing a head of fine hair wants to hear. Our luxurious formula manages to give you all the lift and dimension you’re looking for, while leaving hair bouncy, buoyant… and tangle free.

Perfect choice for: Fine-to-normal hair types who want to be in a weight class all their own.

Here’s how: After cleansing with our Volumizing Shampoo, apply conditioner, leave in for one minute, then rinse thoroughly. You’ll feel – and see – results immediately. How’s that for an effective program?

The inside secret: Our zero-weight Oat Protein Complex (the staple of any bodybuilder’s hair diet) combines two powerful Proteins and Amino Acids that work in tandem to thicken strands and leave hair fully moisturized. Bio-Advanced Peptide Complex helps reconstruct and heal any damaged spots.

If you build it, it will come. We’re talking dramatic volume here… the kind your limp hair will instantly get after just one go-round with our lightweight, heat-activated styling lotion. It’s a powerful Elixir that creates a luxuriously dense effect in a single application.

Perfect choice for: The finest, skinniest strands (but they won’t be for long).

Here’s how: Be generous and apply a good-size dollop to damp hair. Comb through (the thickening powers won’t create tangles), and activate with the heat of your blowdryer.

The inside secret: Our zero-weight Oat Protein Complex thickens and volumizes without adding a single unwanted ounce.

This Joico Product has a hold level of 3 out of 10

Now we’ve given dark brunettes the joy of Sombré highlights (think: Ombré but subtler… and better), it’s only natural to want to keep those gradually lightened pieces just so. Like: Not orange-y. Our color-correcting conditioner instantly manages to neutralize nasty brassy tones, and preserves 89 percent of hair color for up to eight full weeks.

Perfect choice for: Naturally dark-brunette hair with salon highlights.

Here’s how: Massage into freshly washed hair; leave on for one-to-three minutes, then rinse. Gentle enough to use daily.

The inside secret: Multi-Spectrum Defense Complex helps protect color against fading, while our Bio-Advanced Peptide Complex delivers root-to-tip repair, protection, frizz-fighters, and shine with each and every use.

Staying true to your hue has never been easier now with Joico’s Color Balance regimen of shampoos and conditioners.
Joico’s Multi-Spectrum Defense Complex™, along with tone-correcting pigments make these shampoos and conditioners perfectly formulated to not only protect your haircolor but make sure it’s the beautiful color you want to keep – like you just stepped out of the salon! With technology that instantly neutralizes brassy, undesirable tones, Color Balance Blue keeps lightened or highlighted naturally dark brunettes from turning that dreaded shade of “orange” and Color Balance Purple keeps unwanted brassy and yellow tones from invading blonde and gray hair.

Ever look at a gorgeous ocean and think, that’s exactly the pop of intense blue I want on my hair right now? With Color Butter Blue, you don’t have to wait, because this deeply moisturizing-yet-weightless hair treatment—it actually chills out damaged cuticles and makes hair less 44 percent less prone to breakage–is uniquely stocked with the richest blue pigment from our Color Intensity line. It’s the perfect choice to refresh your corresponding Mermaid Blue or Cobalt Blue shades in just minutes, leaving hair soft, plush, glossy, and ultra vibrant. Haven’t yet dabbled in color? Then, use Color Butter Blue to shake up blonde or pre-lightened hair in the salon with a bold tone that’s cool as can be; or mix and match shades to your heart’s content. No big commitment necessary, since it refreshes for up to ten shampoos, allowing you to start anew!

Perfect choice for: Color Intensity clients who want to extend the life of their dipped tips and fantasy shades with at-home ease; plus blonde or pre-lightened hair that’s ready for some professionally applied no-commitment color-palooza.

Here’s how: Wearing gloves is recommended with applying and rinsing.
Color Refresher: When your shade starts to fade, apply to clean, dry or damp hair, wait 5 minutes and rinse.
Color without Commitment: Apply to clean, dry or damp, natural blonde or pre-lightened hair (at least a level 7), wait 5 minutes and rinse.
View the Color Butter FAQ Sheet

The inside secret: A unique combination of the three super-powers: Quadramine Complex–our exclusive blend of proteins that adhere quickly to strands, protecting both the cuticle and cortex; Joico’s patented Bio-Advanced Peptide Complex to create a shield of protection around each and every strand; and Arginine–the amino acid responsible for hair’s ability to stretch without breakage

They’ll be green with envy when you indulge in this deeply moisturizing -yet-weightless hair treatment — it actually chills out damaged cuticles and makes hair 44 percent less prone to breakage — uniquely stocked with jewel-green pigment that makes the boldest statement ever. Leaving you with soft, glossy, touchable, super-healthy intensity, Color Butter Green is the perfect choice to refresh your current dipped tips or pinwheels in just minutes; and it’s equally brilliant on blonde or pre-lightened hair that’s looking for a jolt of excitement, or some mix-and-match fun. No big commitment necessary, since Butters refresh for up ten shampoos, allowing you to start anew!

Perfect choice for: Color Intensity clients who want to extend the life of their green dipped tips and fantasy shades with at-home ease; plus blonde or pre-lightened hair that’s ready for some professionally applied no-commitment color-palooza.

Here’s how: Wearing gloves is recommended with applying and rinsing.
Color Refresher: When your shade starts to fade, apply to clean, dry or damp hair, wait 5 minutes and rinse.
Color without Commitment: Apply to clean, dry or damp, natural blonde or pre-lightened hair (at least a level 7), wait 5 minutes and rinse.
View the Color Butter FAQ Sheet

The inside secret: A unique combination of the three super-powers: Quadramine Complex—our exclusive blend of proteins that adhere quickly to strands, protecting both the cuticle and cortex; Joico’s patented Bio-Advanced Peptide Complex to create a shield of protection around each and every strand; and Arginine–the amino acid responsible for hair’s ability to stretch without breakage.

We’re tickled… and you will be, too, when you get your hands on this deeply moisturizing-yet-weightless hair treatment—it actually chills out damaged cuticles and makes hair 44 percent less prone to breakage–uniquely stocked with pretty pink pigment from our Color Intensity line. It’s the perfect choice to refresh your corresponding Magenta, Pink, Hot Pink, Soft Pink, Rose, or Mauve Quartz shades in just minutes. Haven’t yet dabbled in color? Then, use Color Butter Pink to shake up blonde or pre-lightened hair in the salon with a soft-yet-vibrant tone that’s revved up with style; or playfully mix and match with other favorite shades. No big commitment necessary, since it refreshes for up to ten shampoos, allowing you to start anew!

Perfect choice for: Color Intensity clients who want to extend the life of their dipped tips and fantasy shades with at-home ease; plus blonde or pre-lightened hair that’s ready for some professionally applied no-commitment color palooza.

Here’s how: Wearing gloves is recommended with applying and rinsing.
Color Refresher: When your shade starts to fade, apply to clean, dry or damp hair, wait 5 minutes and rinse.
Color without Commitment: Apply to clean, dry or damp, natural blonde or pre-lightened hair (at least a level 7), wait 5 minutes and rinse.
View the Color Butter FAQ Sheet

The inside secret: A unique combination of the three super-powers: Quadramine Complex—our exclusive blend of proteins that adhere quickly to strands, protecting both the cuticle and cortex; Joico’s patented Bio-Advanced Peptide Complex to create a shield of protection around each and every strand; and Arginine–the amino acid responsible for hair’s ability to stretch without breakage.

It’s royal for a reason: Purple inspires passion…especially a passion for fun, fashionable hair. The kind you get with this deeply moisturizing-yet-weightless hair treatment—it actually chills out damaged cuticles and makes hair 44 percent less prone to breakage– uniquely stocked with purple pigment from our Color Intensity line. It’s the perfect choice to refresh your corresponding Orchid, Light Purple, Amethyst Purple, Lilac, or Metallic Violet shades in just minutes. Haven’t yet dabbled in color? Then, use Color Butter Purple to shake up up blonde or pre-lightened hair in the salon with a soft-yet-vibrant tone that’s revved up with style; or playfully mix and match with other colors. No big commitment necessary, since it refreshes for up to ten shampoos, allowing you to start anew!

Perfect choice for: Color Intensity clients who want to extend the life of their dipped tips and fantasy shades with at-home ease; plus blonde or pre-lightened hair that’s ready for some professionally applied no-commitment color palooza.

Here’s how: Wearing gloves is recommended with applying and rinsing.
Color Refresher: When your shade starts to fade, apply to clean, dry or damp hair, wait 5 minutes and rinse.
Color without Commitment: Apply to clean, dry or damp, natural blonde or pre-lightened hair (at least a level 7), wait 5 minutes and rinse.
View the Color Butter FAQ Sheet

The inside secret: A unique combination of the three super-powers: Quadramine Complex—our exclusive blend of proteins that adhere quickly to strands, protecting both the cuticle and cortex; Joico’s patented Bio-Advanced Peptide Complex to create a shield of protection around each and every strand; and Arginine–the amino acid responsible for hair’s ability to stretch without breakage.

What do you get when you put butter on a flame? A delicious dish that’s meltingly gorgeous. This deeply moisturizing-yet-weightless hair treatment—it actually chills out damaged cuticles and makes hair 44 percent less prone to breakage–is uniquely stocked with rich red pigment from our Color Intensity line, so it’s the perfect choice to refresh your corresponding Red or Ruby Red shade in just minutes. Haven’t yet dabbled in color? Then, use Color Butter Red to heat up blonde or pre-lightened hair in the salon with a vibrant tone; or mix and match shades to your heart’s content. (No big commitment necessary, since it refreshes for up to ten shampoos.)

Perfect choice for: Redheads who want to extend the life of their gingery shade with at-home ease or want to bump up their current red color service; plus blonde or pre-lightened hair that’s ready for some professionally applied no-commitment color.

Here’s how: Wearing gloves is recommended with applying and rinsing.
Color Refresher: When your shade starts to fade, apply to clean, dry or damp hair, wait 5 minutes and rinse.
Color without Commitment: Apply to clean, dry or damp, natural blonde or pre-lightened hair (at least a level 7), wait 5 minutes and rinse.
View the Color Butter FAQ Sheet

The inside secret: A unique combination of the three super-powers: Quadramine Complex—our exclusive blend of proteins that adhere quickly to strands, protecting both the cuticle and cortex; Joico’s patented Bio-Advanced Peptide Complex to create a shield of protection around each and every strand; and Arginine–the amino acid responsible for hair’s ability to stretch without breakage.