History

It all started with the passion and innovation of one hairdresser, Steve Stefano, whose pioneering patented technology has made the JOICO® name synonymous with healthy hair.

1975 JOICO® was founded in Los Angeles, the birthplace of new ideas and approaches, by this successful hairdresser who quickly expanded from one salon to a chain of 34 salons across Southern California. As well as being a stylist, he had an intrinsic understanding of the science involved to maintain healthy, beautiful hair. Dissatisfied by the under-preforming products on the market at this time and unable to find a formulator that could deliver the results, he returned to university to study chemistry. So committed to learning what was needed to create high performance hair care products, he convinced his professor to give him additional private tutorials to gain a deeper understanding of his subject.

One important fact was discovered: The main component of hair is keratin protein built of 19 amino acids. Keratin can break down (e.g. due to heat from styling tools, colouring etc.) leaving hair weak, dull lifeless and hard to style.

The answer: what better solution than to repair, condition and strengthen the hair with the keratin protein that replicates the action of that which is naturally found in the hair?

With this understanding, the JOICO® team persevered until they successfully produced a keratin protein with the same composition as human hair. This invention was patented and became the fundamental ingredient of the JOICO® product collection: The Triamine Complex™.

In the years to come, JOICO® further developed this break-through technology working with industry experts and professionals to create premium prescriptive ranges to treat, style, colour and regenerate the hair. The alliance JOICO® consolidated with Shiseido in 2002 allowed the company access to the infinite research and development facilities and resulted in the patenting of the next generation of keratin proteins, Quadramine Complex™.

Over three decades later, the award winning products from JOICO® are adored by celebrities, professional stylists and consumers around the globe. Used on catwalks, film sets, music video and fashion shoots, JOICO® is trusted by stylist to deliver superior high performance products that not only achieve their artistic vision and preserve the integrity of the hair but also are revered by their VIP clientele.

Today JOICO® can be found in more than 60 countries worldwide and the dedication to sustaining healthy hair has been extended to sustaining a healthy planet. JOICO® is committed to bold and innovative new methods of manufacturing, distribution and packaging to ensure your beautiful hair has a beautiful world in which to live.

JOICO® history timeline

1975198419911992199319962000200220062007200820092010
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.
Major breakthrough in the professional hair care industry with the discovery of the Triamine Complex™
the introduction of VeroColor, our first oxidative color line became a fact in 1991. Vero means “true” in Italian and VeroColor represented true color, formulated in Los Angeles and manufactured in Italy. The fact that this color line was so well received meant a tremendous step forward for JOICO® in being recognized as a solid, full line professional business partner for the professional stylist.
Introduction of products featuring the Cationic Triamine Complex™ Technology
JOICO® expanded its worldwide business by establishing a distribution center in the Netherlands in order to support and supply its ever expanding European, African and Middle-East markets. In 2000, the distribution centre got expanded with its own training centre.
JOICO® Vero Color is reformulated using a calibrated ammonia percentage and a unique pigment delivery system
BehindtheChairs.com starts the Stylist Choice Awards. JOICO® K-Pak® Deep Penetrating Reconstructor is voted as superior reconstructive treatment and wins the Stylist Choice Award for Favorite Reconstructor for the first time, an award which JOICO® continues to win every year since then.
JOICO® was acquired by Shiseido, and thus gained access to the infinite research and development resources the global beauty leader could provide.
The alliance of JOICO®’ with Shiseido resulted in an extremely successful and well received restage of JOICO® and development of the new generation of the Triamine Complex from JOICO®; the Quadramine Complex, offering the ultimate ingredients to re-build and protect the hair.
JOICO® took a huge step forward by transforming the Vero System into the Vero K-Pak® Color System, indicating a revolutionary change to our already successful Vero System with the addition of the newest K-Pak® Technology into our coloring system; JOICO® Vero K-Pak® Color System reconstructs while you color; it is the first and only color system that fuses Quadramine Complex and the exclusive technology of K-Pak® with true tonal series delivering the ultimate in luminous, long-lasting color and shiny, healthy hair. A new packaging, improved formulas, new shades, new imagery, an updated, innovative andunique science story, new accessories and support materials, all have come together to create one revolutionary color concept for professional stylists worldwide.
A collaboration between JOICO® scientists and guest artists takes styling to a never before seen level of ingenuity: The JOICO® 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 again underlined and confirmed its unique and undisputed position as the leader in reconstruction; JOICO® K-Pak® Deep-Penetrating Reconstructor
We will maintain our position as the leader in innovation by launching a breakthrough in permanent Hair Color with Vero JOICO® Vero K-Pak® Color Age Defy; the first and only hair color that reverses the signs of aging hair with our unique 3-Defense technology.
Today, JOICO® is represented in more than 60 countries worldwide and is recognized as a professional partner offering award winning products designed for the professional stylist around the globe.