Brand Spotlight: Meet Joico, the Art of Healthy Hair
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The History of Joico
During the early years, Joico was looking for a way to create hair care that delivered the most effective reconstructive process. Although the company began with a formula using nucleic acids for reconstruction, within one year another important discovery occurred that would forever change the hair care industry. Joico’s scientists discovered how Human Hair Keratin Protein could be captured and used to truly rebuild hair.
For the first time in history, Joico began using Human Hair Keratin Protein (HHKP) in all of its products to strengthen and rebuild hair with a benefit that went beyond simply offering a cosmetic or temporary feel to the hair. Using Human Hair Keratin Protein made sense. Because hair needed to be rebuilt with all of the 19 amino acids found naturally in hair, hydrolyzed human hair was the only option to achieve this result. Joico began to acquire HHKP from different sources only to find that researchers were discovering new ways to improve on the formula. Joico took great pride in offering the finest quality products with the best possible results. (Pictured: Joico K-Pak Deep Penetrating Reconstructor.)
At the time, HHKP had a molecular weight and size of 150-300. Although Joico now uses a wider range of molecular weights, it was a great start to a journey committed to the art of perfecting healthy hair. Joico continued its journey as a leader on the forefront of reconstructive hair technology. Once again, science discovered a way to make the original formula more effective, and Joico wasted no time in utilizing this new technology. Researchers proved that HHKP could be processed into MWS of 150-1800 with even more effective and quicker reconstruction results than the original formula. Then Joico’s own Triamine Complex® formula is developed to offer reconstruction from cuticle to cortex, Triamine Complex mimicked the exact same percentages of all 19 amino acids found within the hair to form a perfect balance of reconstructing proteins. (Pictured: Joico K-Pak Curl Revitalizer.)
Over time, science revealed the importance of focusing on the cuticle for optimum condition. Researchers demonstrated that if you can control the cuticle, you can control the integrity of the hair. It was also discovered that the majority of reconstruction occurs during the conditioning process. Because of this, Joico created a new formula called Cationic Triamine Complex.
Although Triamine Complex was utilized in all Joico products at the time, Cationic Triamine Complex was added to only conditioners and reconstructors for optimum hair repairing benefits. Cationic Triamine Complex offered the same 19 amino acids found in hair with the same molecular weights and sizes intact, but the formula also featured a positive charge that attracted to the negatively charged cuticle layer. (Pictured: Joico K-Pak Smoothing Balm.)
Finally, optimum cuticle and repair protection could be achieved in the quickest and most effective way possible while preventing further damage to the interior of the hair fiber. The end result was stronger, healthier hair with the greatest protection available. Although Joico had already mastered the Triamine Complex and Cationic Triamine Complex formulas to mimic hair reconstruction, scientists once again found another extremely important discovery that would change the way Joico reconstructs the hair in the years to come: more effective molecular weights and sizes that resulted in 150-2500 MWS and every size in between for the ultimate in hair reconstruction.
Joico hair care combines technology, artistry, commitment and integrity into every product to ensure healthy, shiny, beautiful hair. With a unique combination of cutting-edge technology, innovative product development and inspiration from the worlds of art and fashion, Joico is in the forefront of professional beauty. By delivering Shampoos, Conditioners and Styling Products that enhance the integrity of the hair and provide exceptional results, Joico relies on ongoing technology and remarkable ingredients to consistently produce superior product performance. Founded by a hairdresser who discovered the reparative qualities of human hair keratin protein and formulated Joico K-Pak Reconstructor, Joico has continued to provide innovate hair care products for daily care, as well as fine, dry, coarse, color-treated and damaged hair types as well. (Pictured: Joico K-Pak Styling Creme Elixir.)
From the catwalk to the street, from Hollywood to Seventh Avenue, from the chic enclaves of Europe and beyond, Joico sources the fashion and cultural influences that professionals rely on for inspiration. With inspiration like this, artistry soars. That’s why, when it comes to the Art of Healthy Hair, Joico always has been—and always will be—the first choice of the modern hair care professional. Joico, The Art of Healthy Hair.
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