The history of JOICO®

A History of Innovation

It all started in 1975, an important milestone in the hair industry: the “very beginning”, when JOICO® professional hair care was founded by a renowned Southern Californian hairstylist. In 1984, JOICO® made a major breakthrough in the professional hair care industry with the discovery of our Triamine Complex and together with the in 1992 created more advanced Cationic Triamine Complex, JOICO® guarantees thorough, complete hair repair, from cuticle to cortex.

In 1993, JOICO® expanded its worldwide business by establishing a distribution- and training center in the Netherlands in order to support and supply its ever expanding European, African and Middle-East markets.

In 2002, JOICO® was acquired by Shiseido, and thus gained access to the infinite research and development resources the global beauty leader could provide. In 2006, JOICO®´ alliance with Shiseido resulted in an extremely successful and well received restage of Joico and development of the new generation of JOICO®´ Triamine Complex: the Quadramine Complex, offering the ultimate ingredients to re-build and protect the hair.

In 2008, A collaboration between JOICO scientists and guest artists takes styling to a never before seen level of ingenuity: The DESIGN COLLECTION is launched with a new and breakthrough technology that allows formulas to dramatically influence hair’s movement and condition; Total Defense Complex™. Our crown jewel againg underlined and confirmed it’s unique and undisputed position as the leader in reconstruction; K-PAK® Deep-Penetrating Reconstructor confirmed our position in technologically superior hair care products by winning the Stylist Choice Award for Favorite Reconstructor, for the eight consecutive year. The new Design Collection Humidity Blocker makes a brilliant entrance by winning the Stylist Choice Award for Best New Product!

And in 2012 we will maintain our position as the leader in innovation by launching a breakthrough in permanent Hair Color with Vero K-PAK® Color Age Defy; the first haircolor that reverses the signs of aging with our unique 3-Defense technology. Today, JOICO® is represented in more than 60 countries worldwide, and is recognized as a professional partner for professional stylists around the world.

JOIN US in our tour through our philosophy and the brands under the JOICO® umbrella. ENJOY!