Are You Ready? Joico Lineup Just Dropped!featuring Joico
You asked, we listened! One of the most iconic brands in healthy hair is available at Marlo Beauty Supply. For 50 years, Joico has pioneered the healthy hair revolution, making huge leaps in the everyday salon use of keratin, peptides and other safe, bio-based hair innovations. Joico has built an immense portfolio based on that unrivaled hair science mastery, with whole lines fine-tuned to every aspect of hair health, color and styling. Plus, all of Joico’s products - along with their ingredient suppliers - are PETA certified as free of animal testing!
Because Joico’s selection is so expansive, Marlo Beauty Supply will be releasing Joico products in 3 phases throughout 2025, with the entire portfolio available by the end of the year. Join us for the Joico rollout and experience the Joi of healthy hair!
LATE SPRING 2025
The following products are available now! Shop everything from haircare and styling products to permanent waves, bleach and lighteners.
GET DAMAGED HAIR BACK ON TRACK WITH K-PAK REPAIR
When a client with compromised hair is in your chair, fix them up in a flash with K-PAK! K-PAK is a comprehensive line made especially for damaged hair. At its core, the K-PAK line is centered around Joico’s SmartRelease liposome technology that re-activates with movement and touch, allowing K-PAK to not only treat past damage but strengthen hair against future stress and strain. Bleach, heat, weather, products misuse - no matter the source of the damage, you can rescue your regulars and cure your clients with K-PAK. Check out the four steps in the K-PAK Hair Repair System below:
STEP 1:
Apply either K-PAK Reconstructing Shampoo or K-PAK Clarifying Shampoo (if needed to remove mineral and product buildup). To boost clarifying power, leave in for 2 to 5 minutes before rinsing!
STEP 3:
Apply K-PAK Reconstructor to repair damage. Leave in for 5 minutes before rinsing. To maximize hair reconstruction, repeat Steps 2 and 3, up to 3 times.
STEP 4:
Apply K-PAK Intense Hydrator to hair. Leave in for 5 minutes to complete the K-PAK repair cycle and quench dry, thirsty hair. Rinse.
BONUS: MAKE COLORS LAST WITH K-PAK COLOR THERAPY
The groundbreaking K-PAK tech extends beyond just damage repair and into color protection. The K-PAK Color Therapy line contains products that still reverse damage even as they lock in and accentuate your color services. K-PAK Color Protecting Shampoo and Conditioner extend the life and vibrancy of haircolor, while Luster Lock leave-ins and sprays boost strength, shine and hydration!
MAKE YOUR CLIENTS INVINCIBLE WITH DEFY DAMAGE
As a pro, you know that prevention is the name of the game when it comes to hair health. Stop damage before it starts with the revolutionary Defy Damage line! Suitable for all hair types, Defy Damage is a full range of haircare, starting with two shampoos (one for detox, one for protection) and a protective conditioner. With those as your base, you can take full advantage of the Defy Damage treatments and save your clients from hair wear and tear caused by daily heat styling, extended sun exposure and environmental pollutants.
Choose from 2 masques: the Protective Masque, which extends the life of hair color as it builds bonds to strengthen hair, and the fan-favorite KBOND20 Power Masque, which kicks the bond building into overdrive via K-PAK keratin tech, amino acids and antioxidant-rich moringa seed oil. Speaking of bonds, you can build them on the go with In A Flash 7-Second Bond Builder, a spray-on strengthener that is perfect for both natural hair and extensions! Big beach day? Protect your clients’ beachy waves with Protective Shield, formulated to defend their hair from hot tools while you’re styling, and block UV light while they’re sunning and surfing. Fight frizz with Invincible, and let your clients strengthen while they sleep with Sleepover Overnight Nourishing Treatment!
Whether you use it as a set, or pick and choose to suit your client’s needs, Defy Damage is the ultimate in hair protection!
LOCK IN THE LOOK WITH SPRAYS, FOAMS AND GELS
You’ve repaired, protected and styled your client’s hair and they’ve never looked better. Before they’re out your door, try one of Joico’s excellent hold products and make that “straight from the salon” feeling last as long as possible.
Give thick, unruly hair the structure it needs with JoiGel Styling Gel (hold level 8), which adds shine and hydration and keeps hair sleek and smooth without stickiness. Want to pump up the volume? Try JoiWhip Design Foam (hold level 6) for big body and showstopping shape with a flexible hold.
To keep looks locked in place, JoiMist Finishing Spray is a must! Try Medium (hold level 6) for playful looks that stay in motion, or set it and forget with Firm (hold level 9). Unlike other freezing sprays, JoiMist will hold hair in place without immobilizing it, making even the most elaborate looks seem effortless.
Finally, for clients who need a spray that will have their back no matter where they find themselves, look no further than Power Spray Fast Dry Finishing Spray. It’s a buildable hold (8+) and protects against everything life can throw at it, from UV to high humidity to blazing hot tools and environmental effects. And it lasts up to 3 days - perfect for your clients on a business trip, weekend festival or all-night party!
YOU’VE GOT OPTIONS WITH ISO PERMS
Joico is modernizing the perm with the damage-free, deeply conditioning line of ISO Perms! Get ready to bring your curly, wavy dreams to life and give your clients showstopping styles on every hair type. From breezy looks to strong, structured styles, the options are endless.
Choose this perm for normal and previously-permed hair with fine to medium texture and normal to moderate porosity.
For clients seeking defined waves and beachy, piecey looks, this thio-free perm is the way to go. Create hair that’s touchably soft, with loose, free-moving texture.
Choose this perm for all color-treated hair: permanent, semi- and demi-permanent.
Formulated especially for hair that has been previously colored, this thio-free perm contains naturally-derived isoamine - providing a gentle wave and smoothing the hair cuticle for a healthy, nourished look.
Choose this perm for normal to resistant hair with normal to coarse texture.
Reach for Option 3 for glamorous, extra-firm curls. This thio-free formula diffuses evenly throughout the hair and minimizes excess strain on the hair shaft, preventing damage while delivering bouncy, eye-catching curls.
Choose this exothermic perm for longer and resistant hair.
The thermally-activated EXO brings out a bold, energized wave, powered by the same isoamine waving lotion found in Option 2. Isoamine restructures the internal bonds of the hair resulting in maximally-resilient curls.
ALSO COMING IN PHASE 1:
That’s just a snapshot of the Joico products coming in phase 1! You’ll also see heat protectants like Dream Blowout Thermal Protection Crème that speeds up drying time by up to 50%, and Heat Hero Glossing Thermal Protectant that boosts shine and shields hair from environmental pollutants. Or check out specialty stylers like the space-age Body Shake Texturing Finisher - a crystal-clear hybrid of powder and liquid that gives instant lift and volume without weighing down fine hair - and Weekend Hair Dry Shampoo for a just-washed feeling any time, anywhere.
Check out the rest of the list below, or explore the full line here!
Welcome to the summer of Joico at marlobeauty.com! Follow us on Instagram or join our mailing list for updates on Joico news, education and new products. Spread the Joi to your clients and start saving on your favorite products today.
COMING IN PHASE 2:
Lumishine Permanent Color, Lumishine Demi-Permanent Color, Blonde Life Toners & Glosses, Youthlock Permanent Crème Color and more!
COMING IN PHASE 3:
Vero K-PAK Colors, Lighteners and more!
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