There?s nothing in the world like beautiful 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," and it's at the heart of everything we do. Our salon innovations are designed to return hair to its strongest and shiniest 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.