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ABOUT JOICO

Joico's leader Sara Jones is a 30+ year veteran in the salon industry. She began her career as a hairdresser and soon transitioned from "doing hair" to "teaching hair" as she became an educator for a leading product company. Her strong skills and leadership capabilities advanced Sara's career quickly, eventually holding top executive positions with several major manufacturers. Given her hairdressing background, Jones has a unique perspective on what salon professionals and their clients are looking for from a product company. "At Joico, we believe we must provide the utmost in quality products and education. Equally important is our commitment to support our industry with integrity, honesty and passion. Our company Mission and Core Values are expressed as such", says Jones, adding "our mantra says it all... 'All for the love of beauty'.

JOI

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. We have a name for this remarkable energy, we call it "joi".
Somewhere along the way, through all the cuts and colors, bangs and blowouts, hair starts to lose its joi, because what makes us happy about our hair, and what makes hair happy, can be two different things. At Joico we know they don't have to be. We believe healthy hair is happy hair.
Joi runs thru everything we do and everything we make, at Joico, each and every one of our product innovations are created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. Our tagline "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.

OUR MISSION

There's nothing in the world like the beauty of healthy hair.
Its vitality, color and shine light up a room and lift the spirit. Joico has a name for this remarkable energy. We call it "Joi".
Joi is at the heart of everything we do.

Our salon innovations are designed to return hair to its strongest, shiniest, healthiest state with each and every use. Our joi extends beyond product to the global salon community, which we have supported for over 40 years and will for many more years to come. "The joi of healthy hair" is our promise and our commitment.

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