Joico was founded in California in 1975 by hairstylist Steve Stefano who felt he couldn't find an already existing haircare range to meet his clients needs. Over the years he quickly went from 1 salon to 34 salons and the range took the US by storm.
He believed in giving his clients the "Joi" of healthy, beautiful hair and the range promises to give you hair that is the strongest, shiniest, healthiest state with every use your Joico products.
Joico is often associated with beautiful blondes as it has a great selection of haircare to help repair strengthen and tone lightened hair.
