There's nothing in the world like the beauty of healthy hair. Its vitality, colour and shine have a radiance that can't be ignored, the way it lights up a room, lifts the spirit, and the spirit of others. They have a name for this remarkable energy, They call it "joi".
Somewhere along the way, through all the cuts and colours, bangs and blowouts, hair starts to lose its joi, because what makes us happy about our hair, and what makes hair happy, can be two different things. At Joico they know they don't have to be. They believe healthy hair is happy hair.