There's nothing in the world like the beauty of healthy hair. Its vitality, color 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. Joico have a name for this remarkable energy, they call it "joi".
At Joico, each and every one of their product innovations are created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. "The joi of healthy hair" is a message that communicates positive emotion and unparalleled science. It's more than just a promise, it's a guarantee.