Joico is a haircare company founded by Steve Stefano in California in 1975. Products "fuse the latest breakthroughs in haircare science with inspiration from art and fashion to offer exceptional quality, unparalleled performance and lasting beauty."* *Source: Modern Salon

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114 products

2,650 reviews

72% would repurchase

Recent Joico Reviews

Hair Treatments -Joico -K-Pak Color Therapy Luster Lock

on 12/9/2018 7:22:00 AM


This works well on my highlighted blonde hair- however my hairstylist advised me to only use it about once a week and never to leave it in for longer than 3 minutes-she said that since it is a protein treatment it can actually dry out your hair if you leave it in for too long. I may switch to something else once my big squeeze tube is empty-perhaps a Bumble & Bumble product which I also use.

Shampoo -Joico -Moisture Recovery Shampoo

on 12/6/2018 10:14:00 AM


I have medium-thick, dry hair, that’s VERY long and this is one of my favorite conditioners. It leaves my hair silky and soft (I let it sit in my hair for like 5-7 minutes though). It’s a favorite among my family, even my dad who has similar hair (mid-back length) loves it too.

Conditioner -Joico -Moisture Recovery Conditioner

on 11/23/2018 11:02:00 PM


Not particularly moisturizing. This left my hair with little slip and a bit of crunchiness where I have existing damage. There's much better out there for the same price.

Hair Treatments -Joico -Blonde Life Brightening Masque

on 11/15/2018 12:29:00 PM


I started out using the kpak and LOVED it. After mega highlighting my hair, i tried this. It is nice and moisturizing but not as much as the kpak. I also haven't noticed any difference in my blonde

1 of 1 people found this helpful.

Hair Color -Joico -Vero K-Pak Color: Demi-Permanent Instant Gloss Toner 'Natural Silver'

on 10/18/2018 8:37:00 AM

I’m going to begin a series of reviews on products to enhance cool, platinum tones in blonde hair. Most of these products will be anti-brass. I am trying EVERYTHING. My hair is fine, wavy, blown out every other day. As anyone reading this knows, that great ashy tone is tough to hang onto, so in between salon appointments, I turn to color enhancing toners. I’m after deposit only, temporary toning. This will not cover the Wella toners; they’re actually color, and my hair stylist has forbidden me to touch that anymore. I’m after things that make the hair shiny, don’t weigh it down, and don’t give dull, charcoal tones. So, here we go......

My hair is naturally a light, ashy brown, 20%gray, heavily highlighted to an ashy level 10. I want ashy ashy ashy. Borderline silvery, but not granny hair trendy grey.

The Joico product seems equivalent to Redken shades EQ. You mix the gloss with an activator, in a 1:1 ratio, apply on damp hair, leave 5-30 minutes, rinse, condition, voila. The gloss comes in a gold, violet, silver and beige, and the whole shebang can be purchased on Amazon.

I washed with Neutrogena clarifying, applied the product, left it on for 30 minutes, rinsed and conditioned.

The product, for a silver toner, is yellow; alarming for the ash-obsessed who like things to be violently purple. It smells more like dye than other toners. It’s a Demi-permanent, so it doesn’t lighten, but there is a smidge oh hydrogen peroxide in the activator ; presumably to open the cuticles enough to accept the tone.

After drying, my hair felt stiff and coated; perhaps wash it out instead of rinsing. It was nice and shiny. The silver version of the toner was more like a beigeifyer-it dulled my color, and deepened it a bit, though it was ashy. I could see this being useful for someone with a too orange ombré, but for the platinum or bright ashy blonders, this isn’t the one. It is temporary, so that’s good. I have the violet version too, and will try to review that.

2 of 2 people found this helpful.

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