Joico was first created in 1975 when the first ever hair products (that was able to repair the hair) was created. They have spent many years giving the world healthy hair, by creating vitality, colour and shine, and they call it "Joi". Their vision is to spread the "Joi" of healthy hair to every stylist and client, making the world that little bit more beautiful. Joico focuses on giving hairdressers the chance to repair clients damaged hair and returning the hair to its strongest, shiniest, healthiest state with each and every use.