Some celebrations last a day, but Joico’s 50th anniversary is a milestone worthy of an entire year. As a hairdresser-founded brand, Joico has spent half a century redefining healthy hair for both beauty pros and clients alike, and now, they’re setting their sights on the future in a big way—taking you, their beloved band of fearless artists, on a journey that will bond you with your clients forever.
To celebrate this exciting milestone, Joico is unleashing a new commitment to healthy hair ambitions; today, tomorrow, and at every appointment for the next 50 years and beyond.
Drumroll, please ... Here’s what you can expect from Joico in 2025:
- 12 months of huge savings
- Celebrity inspo
- Exciting and innovative new formulas
- Decode the Joi: A 2025 Pro Sweepstakes featuring dreamy giveaways all year long
We See You. We’re Your Biggest Fans.
At Joico, celebrating this joi-ful moment starts with recognizing the power of pros who have been there every step of the way; and honoring their true commitment to the joi of giving clients healthy, beautiful, confidence-boosting hair.
It started with you. It continues with you…
Ode To Our Pros – A Love Letter
Express Yourself in Joi(Code)
Hairdresser to hairdresser, we speak our own language: Joi(code). It’s an ode to the joi one feels by having (or giving) healthy, beautiful hair. Joico’s superstars walk this walk and talk this talk every single day.
Here are some of Joico’s most inspiring (and personal favorite) pro Joi(codes):
Pro Joi(code) #325: “What happens in the salon, stays in the salon.” – Larisa Love, Joico Global Brand Ambassador and Artistic Director
Pro Joi(code) #045: “Really good hair starts with really good intuition.” – Cesar Deleon Ramirez, Joico Global Celebrity Artistic Director
Pro Joi(code) #099: “With great shears comes great responsibility.” – Richard Mannah, Joico Global Artistic Director
Pro Joi(code) #135: “Shampoo dealer. Hair healer. Dream weaver.” – Jeannetta Walker-Rodgers, Joico Global Technical Director
Pro Joi(code) #044: “Do whatever you want. Best words ever.” – Olivia Thompson, Joico Brand Storyteller and Blonde Specialist
Pro Joi(code) #052: “Not all superheroes wear capes. We wear aprons.” – Brandon Corbitt, Joico Technical Director
Pro Joi(code) #117: “These hands work magic. Literally.” – Ricardo Santiago, Joico Global Artistic Director of Education
Pro Joi(code) #110: “Healthy hair is the one thing that looks good on everyone.” – Laura Gibson, Joico Global Artistic Director
Celebrating YOU: Joico’s Going Big on Savings All Year Long
Joico is making gorgeous, healthy-looking hair more accessible than ever in 2025 with incredible savings and promotions. Keep scrolling to discover some of the exclusive January deals you don’t want to miss.
Joico’s Exclusive January Savings
Buy 4, Get 1 Free: LumiShine Demi-Permanent Liquid Shades (Save 20%)
LumiShine’s new Demi-Permanent Liquid Shades are designed to round out your must-have collection. This versatile, ammonia-free liquid color system delivers depth, dimension, and perfectly balanced, natural results. This January only, receive one shade for free when you purchase four.
Looking for some color inspiration to help you make the most of this LumiShine deal? Keep scrolling to discover two of Larisa Love’s favorite formulas for creating dreamy winter looks.
The Winter Glow Formula
“Going gold and warm brightens everything up,” says Larisa Love. Here’s how to recreate her winter glow formula:
- Lightener: Blonde Life Lightening Powder + 10-Vol. Blonde Life Coconut Oil Developer (moving up to the 30-Vol. Blonde Life Coconut Oil Developer)
- Balayage: Blonde Life Balayage Lightener + 10-Vol. Blonde Life Coconut Oil Developer (moving up to the 30-Vol. Blonde Life Coconut Oil Developer)
- Shadow Root: LumiShine Demi-Permanent Liquid Color 8V + 8N + 5-Vol. LumiShine Developer
- Mids-Ends Gloss: LumiShine Demi-Permanent Liquid Color 10N + 10 PV + 5-Vol. LumiShine Developer
- Post Treatment: Defy Damage KBOND20 Power Masque
The Dark Chocolate Brunette Formula
“This technique is super quick and customizable for all clients,” says Larisa Love.
- Formula 1: LumiShine Permanent Crème Color 3M + 20-Vol. LumiShine Developer
- Formula 2: Blonde Life Lightening Powder + 30- to 40-Vol. Blonde Life Coconut Oil Developer
- Formula 3: LumiShine Demi-Permanent Liquid Color 6NB + 5-Vol. LumiShine Developer
Joico Fan Faves: Save 27% on Anniversary Kits
Everything you love, perfectly curated to create stunning, healthy-looking color and confidence-making styles the easy (and affordable) way. Ahead, explore Joico’s Anniversary Kits and learn how you can make the most of these savings in 2025.
Iconic Color Repair Kit
Unlock unstoppable color vibrancy and show-stopping shine with Joico’s Iconic Color Repair Kit, which features these fan favorite K-PAK Color Therapy products:
- K-PAK Color Therapy Shampoo, 10.1 oz
- K-PAK Color Therapy Luster Lock Treatment, 5.1 oz
- K-PAK Color Therapy Luster Lock Multi-Perfector Spray, 6.7 oz
Joico Guest Artist Megan Williams loves using these products when creating her gorgeous hair transformations, like this radiant blonde masterpiece:
- Formula 1 (Lightener): Blonde Life Lightening Powder with 20-Vol. Blonde Life Coconut Oil Developer
- Formula 2 (Shadow Root): LumiShine Demi-Permanent Liquid Color 7N with 5-Vol. LumiShine Developer
- Formula 3 (Glaze): LumiShine Demi-Permanent Liquid Color 9NB (3 parts) + 9G (1 part) with 5-Vol. LumiShine Developer
- Care: K-PAK Color Therapy Shampoo
- Treatment: K-PAK Color Therapy Luster Lock Treatment
- Styling: K-PAK Color Therapy Luster Lock Multi-Perfector Spray
Ultimate Blowout Kit
Joico’s Ultimate Blowout Kit speeds up blow-dry sessions and gives your styles serious staying power. This kit includes:
- Dream Blowout Thermal Protection Crème, 6.7 oz
- Heat Hero Thermal Protector, 5.1 oz
- Humidity Blocker + Protective Finishing Spray, 5.5 oz
Bring out the radiance of red with this color-and-care formula from Joico Global Artistic Director Richard Mannah:
- Gloss Formula: LumiShine Demi-Permanent Liquid Color 9G with 5-Vol. LumiShine Developer
- Care: K-PAK Color Therapy Shampoo and Conditioner
- Styling: Dream Blowout Thermal Protection Crème, Heat Hero Thermal Protector, and Humidity Blocker + Protective Finishing Spray
Epic Volume Kit
Enjoy lush bounce and volume in one perfect trio with the Epic Volume Kit, which includes:
- JoiFull Volumizing Shampoo, 10.1 oz
- JoiFull Volumizing Conditioner, 8.5 oz
- Flip Turn Volumizing Finishing Spray, 9 oz
Decode the Joi: Unlock Dreamy Giveaways All Year Long
Saving the best for last, Joico is thrilled to announce Decode the Joi—a massive giveaway event that will give pros the chance to unlock dreamy prizes all year long. It’s going to be a BIG year, with prizes and giveaways every single month throughout 2025.
From beauty hauls to scholarships, jet-setting education trips to–yes–an actual CAR, get ready to be spoiled with sweeps.
All Access Inspiration With Larisa Love
Decode the Joi is kicking off its year of giveaways in a big way. Picture this: You’ve been flown to Los Angeles and you’re standing next to Joico Global Brand Ambassador and Artistic Director Larisa Love as she personally leads you through an immersive “Look and Learn” class and creativity workshop at the Henkel Academy. But that’s just the start...
- It’s intimate, hands-on, and with Larisa’s guidance, you’re bringing her techniques to life while adding your own newly-discovered spark of inspiration.
- After this exciting day of learning, you go to dinner with the superstar artist herself and ask all those pro questions you’ve always wanted to ask.
- And, finally, you head home with MAJOR product swag.
Decode the Joi: Ready, Set, Enter!
This year is all about dreaming big, and for ten lucky winners, the All Access Inspiration experience with Larisa Love will actually be a reality.
For more details and your chance to win, head to Joico’s Decode the Joi Pro Giveaway page.
It’s going to be a BIG year! Are you ready for the next 50?
JOICO…REDEFINING HEALTHY HAIR. SINCE FOREVER.
