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

2,644 reviews

72% would repurchase

Recent Joico Reviews

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.

1 of 1 people found this helpful.

Hair Treatments -Joico -K-Pak Deep Penetrating Reconstructor

on 10/14/2018 12:50:00 PM


I am not one prone to write reviews, but felt compelled to write this one because JoicoK-Pak Deep Penetrating Reconstructor saved my hair. I was a platinum blond as a child and over the years my hair has gotten darker to the point that it's now a dark blond. Needless to say, dyeing it blond got harder and harder over the years. I went from a standard box dye to a high-lift blond box dye to bleach. I only started using bleach about 6 months ago, but never using bleach before, I didn't know to be super careful to not let the bleach touch previously bleached hair when touching up my roots. The results was a fried mess that made my hair look like an exploded bail of hay. Yesterday I gave up on doing it myself and went to a stylist. She gave me a K-pak deep conditioning treatment and my hair feels like it used to when I was younger. All the fly aways are gone. It's soft, silky and smooth. I can't say enough good things about JoicoK-Pak Deep Penetrating Reconstructor. It's my holy grail hair treatment. Recommend to all!

1 of 1 people found this helpful.

Hair Treatments -Joico -K-Pak Intense Hydrator

on 10/7/2018 9:52:00 PM


Wow. I don't often feel the need to write reviews, but this is a hair game changer for me. We have HARD water and my hair is a dehydrated mess most days. I tried this out before an event and a few days after a fresh haircut and had the best hair day of my life. I did rinse w/ distilled, but left enough product in so I had some decent slip. I blew it out with heat protectant, curled, and it stayed throughout the humidity. I have used Joico reconstructor several times in weeks prior and the two just work so well together. A+ will absolutely repurchase.

3 of 3 people found this helpful.

Shampoo -Joico -K-Pak Color Therapy

on 8/24/2018 12:30:00 PM


This is really good stuff. My hair is fine and color-treated and prone to damage. I'm always wary about shampoos that can weigh it down, especially shampoos that claim to fix damage. This one actually manages to make my hair feel smoother but also not weigh it down. It's worth the price, especially the jumbo size.

1 of 1 people found this helpful.

Hair Treatments -Joico -Moisture Recovery Treatment Balm for Thick or Coarse Hair

on 8/10/2018 6:30:00 PM


My hair is relaxed 4b. I love this treatment. Since going back to relaxers I have struggled with how to keep my hair moisturized while straight. I cannot use water based moisturizers and coconut oil does help after straightening but this truly infuses tresses with moisture that lasts and lasts. A+ product in that you do not need to add heat, it still infuses your tresses. I used this when I was natural as well and I made the mistake others have of first sitting under the dryer with it and then not rinsing it out thoroughly and my hair was a coated oily mess. Just a word of caution, read and follow the directions. This and the K pack conditioners in the same tube packaging are genius. I will certainly purchase again. Got this at Marshall’s for $7.99.

2 of 2 people found this helpful.

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