Joico is proudly celebrating 50 years of their brand’s iconic products, where the brand has been redefining the idea of healthy hair for half a century. With this 50-year celebration of innovation, excellence, and “joi” in haircare, Joico has announced a first-ever partnership with global mega-star Kate Hudson, who has been named as Joico’s first ever global spokesperson.
The partnership speaks to Kate’s vibrant personality and dedication to wellness, which make her the ideal fit. The partnerships ushers in a new, exciting chapter for Joico, while paying homage to the long-term, trusted formulas that anchor the brand.
Within this half-centenary celebration, Joico is looking back at the legendary products that laid the foundation for its legacy and still win acclaim to this day, with their hero K-PAK range top of mind.
The K-PAK range is powered by protein formulas that rescue damaged hair, with essential products, such as the K-PAK Shampoo and Conditioner, and its powerful treatments, the K-PAK Reconstructor and K-PAK Hydrator, achieving cult status for Joico. Specifically, the range’s K-PAK Deep-Penetrating Reconstructor is a frequent Behindthechair.com Stylist Choice Award winner as a hero hair healer, built with Keratin, Guajava Fruit Extract and Evening Primrose Oil. The K-PAK Hydrator intensely moisturises and softens hair, winning acclaim from both hairdressers and clients, including influencers and high profile fans.
“The iconic Joico K-PAK is a secret weapon for transforming dry, damaged strands into strong, shiny, swipe-worthy hair,” Kiwi model and actress, Anna Cabatay, shared this month. “Packed with powerful proteins and nourishing ingredients, this formula makes hair so smooth—like ‘buttery soft, can’t-stop-touching-it’ smooth.”
Stepping into its second half century with celebrity clients speaking to the iconic, innovative nature of its products, Joico hopes to inspire another generation of stylists, hair lovers, and industry leaders.
Here’s to the next 50 years of healthy, happy hair!
For more information visit www.joico.com.au