Education and Artistic Institute

JOICO Education & Artistic Institute

“The art of education”

The term hairdresser goes far beyond the simple meaning of the word “a person who is doing/dressing hair”. Hairdressing is about art, skills, passion, fashion, trends, knowledge, foresight, empathy, judgment, sympathy, selling, doing business, marketing and educating clients.

An occasional human being is born with all the above skills as natural abilities. For a lot of people, the mentioned talents can be learned or enhanced through education and coaching. From the very beginning, our focus at JOICO® has been pure and unwavering. To help hairstylists preserve, improve and enhance the integrity of the hair and to help them to build a solid, successful, professional business with outstanding product performance but also through knowledge and education.

“From Training Center to Artistic Institute”

In 2000 we established our International Training Center or TC in Helmond, the Netherlands. More than 10 years later we can proudly look back at some legendary years of good memories and success stories; in the Training Center we have accommodated all sorts of inspiring seminars and activities towards a multitude of international groups. From theoretical and trend courses for international team members to inspirational seminars for groups of hairdressers and successful product launches.

Today, more than a decade later, the Training Center emerged into the Artistic Institute; a place where we want to educate, inspire, motivate, coach and entertain our guests more than ever before with one goal in mind; sharing our passion!

Danielle Swartebroeckx,Director of Education