Joico Shampoo Review

About Joico

Joico Shampoo Review

Joico spreads the joy of healthy hair. The brand creates innovative, professional-quality hair products for salons and personal use, and their hair color and styling products are a well-known name for a reason!

Pairing hair with joy isn’t as strange as it may appear, seeing as how one survey by Mortar Research found that 70% of respondents feel self-conscious when they aren’t pleased with how their hair looks.

Joico has been in business for over 40 years now, founded by Steve Stefano, a successful hairstylist from Southern California.

They’ve stuck to their American roots to this day, with all products made locally. Currently, the brand is headquartered in the buzzing Culver City, California where their team of professionals works to curate new products for every hair type, color, and issue.

The company has also made notable scientific contributions to the hair care industry, as they were pioneers in the use of Keratin Protein, and have made immense contributions to the industry with the Triamine Complex®

Among these notable accomplishments, the brand has never lost its core values of designing products that“return hair to its strongest, shiniest, healthiest state with each and every use.”

To prove it, the brand has released various collections of colors and treatments for its users including their:

  • LoveFest Collection: A line of neon and bright colored semi-permanent colors that last through 20+ shampoos
  • Joico Color Intensity Collection: 35 intensely concentrated colors that do not require developers to last
  • Color Balance Collection: Pigmented shampoos, conditioners, and treatments, each formulated for certain hair colors, to strengthen and repair hair after coloring

Need more? The brand is also dedicated to green initiatives by partnering with EPA Green Power, an organization dedicated to creating sustainable energy solutions, and setting goals to reduce its carbon footprint by 2030 by 75% with sustainable packaging options.

This Joico shampoo review will take an in-depth look at the brand and their products, their ingredients, how to use their items, customer ratings, promotions, and more, to help you decide if their treatments are right for you. I’ll begin by looking at the brand’s pros and cons.

Pros and Cons

Joico Shampoo Review


  • Salon-quality products recognized widely and endorsed by celebrity stylists 
  • A range of products compatible with many hair types and ages
  • Over 40 years of experience in the industry 
  • Pioneer of Keratin and the Triamine Complex in hair care
  • The company believes in sustainable, ethical practices by lowering its carbon footprint
  • All products are cruelty-free and free of parabens, formaldehyde, and other irritants   
  • Some products, like Joico Lumishine, last 20+ washes 
  • Many repeat customers swear by the coloring treatments 
  • Many positive customer reviews from reliable sources
  • Rewards Program for discounts and coupons for each purchase
  • Free Ulta standard shipping on orders over $35
  • Full refunds for items within 60 days of purchase


  • Cannot shop directly from the website, and no promotions or discounts offered 
  • Expensive
  • Mixed reviews on the efficacy and certain scents
  • No international shipping 

Recent Studies About Haircare

Joico Shampoo Review

When searching for haircare, it’s important to consider the science behind the products. That’s why I’ve collected a small list of recent studies on the subject for my Joico review.

  • A 2021 study reported that higher wash frequency is both beneficial and more preferred to lower wash frequency studied participants.
  • A 2014 study compared multiple shampoos on the basis of their physical appearance, detergency, surface tension, foam quality, pH, viscosity, and percent of solid content.
  • A review from 2015 examined how common shampoo ingredients affect hair health and interact with external factors that influence hair.


Joico products typically contain a variety of ingredients, as the specific formulations can vary depending on the product type and its intended purpose. However, here are some common ingredients in Joico products:

  1. Water (Aqua): Water is often the base ingredient in many hair care products, including those from Joico.
  2. Cetearyl Alcohol: This fatty alcohol is commonly used in hair care products as a thickening agent and emollient. It helps to moisturize and condition the hair.
  3. Dimethicone: Dimethicone is a silicone-based ingredient used in hair care products to provide smoothness and shine. It forms a protective coating on the hair strands, reducing frizz and improving manageability.
  4. Behentrimonium Chloride: This conditioning agent helps to detangle and soften the hair. It provides a smooth feel and helps to reduce static electricity.
  5. Glycerin: Glycerin is a humectant that helps to attract and retain moisture in the hair. It can contribute to hydration and softness.
  6. Panthenol: Also known as provitamin B5, panthenol is a moisturizing ingredient that helps to improve hair elasticity and promote shine.
  7. Hydrolyzed Keratin: Keratin is a protein naturally found in hair. Hydrolyzed keratin is a processed form of keratin that can help to strengthen and repair damaged hair.


Using Joico products can offer several benefits for your hair. Here are some of the potential benefits associated with using Joico products:

  1. Hair Repair and Restoration: Joico offers a range of products specifically formulated to repair and restore damaged hair. These products may contain ingredients such as hydrolyzed keratin or other protein-based compounds that can help strengthen and rebuild the hair structure.
  2. Moisture and Hydration: Joico products often include ingredients like glycerin and panthenol that help attract and retain moisture in the hair. This can improve hydration, reduce dryness, and make the hair softer and more manageable.
  3. Enhanced Shine and Smoothness: Many Joico products, such as conditioners and styling products, are designed to provide a boost of shine and smoothness to the hair. Ingredients like dimethicone or other silicones can help create a protective layer on the hair strands, reducing frizz and increasing overall shine.
  4. Color Protection: Joico offers a range of products specifically formulated to protect and extend the life of hair color. These products may contain UV filters and other ingredients that help shield the hair from sun damage and fading, keeping the color vibrant for longer.
  5. Styling Versatility: Joico offers a variety of styling products that can help you achieve different hairstyles and looks. These products may include mousses, gels, hairsprays, and more, providing options for volume, hold, texture, and control.

6 Best-Selling Joico Products

Joico sells a range of shampoos and conditioners that address different hair concerns. These include Blonde Life, Color Balance, K-PAK, and Joifull.

All of the bestsellers featured in this Joico shampoo review can be purchased at various retailers, but I’ll only include the prices from Ulta Beauty. So without further ado, let’s get started. 

Joico Color Balance Blue Shampoo Review

We often hear all about purple shampoo and brassy blondes. But, brunettes need to protect their color, too! Like the name suggests, this Joico formula contains blue pigments that neutralize unwanted warm tones in your hair. 

Green tea extracts prevent fading, and a Smart Release technology protects strands from daily damage. Follow up the Joico blue shampoo with the Color Balance Blue Conditioner to really go that extra mile.

If you’re looking to try Color Balance Blue Shampoo out for the first time, try 10.1 oz for $23. Those who frequently bleach, highlight, or touch-ups their strands can opt for 33.8 oz, at $43.

Customers say: “I’ve tried other brands such as Fanola and it does not work at all compared to Joico. I have not experienced dried out hair with this product and I also pair it with the joico hair masque which makes it soft.

Joico K-PAK Reconstructing Shampoo Review

The K-PAK Reconstructing Shampoo helps revive weak and damaged hair, while preventing future breakage and split-ends. It improves shine and elasticity, without stripping hair of its natural oils.

Packed with guajava fruit extracts and evening primrose, it also protects hair from UV damage, while nourishing it with keratin. Lather up your strands when they’re feeling brittle, so they’ll be easier to manage and style when dry. 

The Joico K-Pack shampoo comes in 10.1 oz for $23, and 33.8 oz for $43.

Customers say: “It’s amazing how much smoother and softer my hair is already. It’s nearly frizz-free after blow drying (which I normally struggle with.)

Joico Defy Damage Protective Shampoo Review 

Some of us go to the salon simply for a reinvigorating scalp massage, walking out feeling utterly pampered. If you’ve started dyeing your hair at home, you can still recreate those salon-quality shampoo sessions with Joico’s Defy Damage Protective Shampoo

This rich, luxurious formula prevents future damage by strengthening bonds in your cuticles and increasing the lifespan of your color. While tender on your tresses, it still reaches deep to remove stubborn buildup and impurities. The powerful pairing of Moringa seed oil and arginine oil boosts softness and preps hair for styling. 

The Defy Damage Protective Shampoo retails for $25 for 10.1 oz, and $44 for 33.8 oz.

Customers say: “I am really pleased with this shampoo. It is a great quality and I don’t have to use a lot. It makes my hair feel softer and stronger at the same time. It is a little pricey, but I want to grow my hair out and I need to take good care of it- this shampoo is a game changer.

Joico Blonde Life Brightening Shampoo Review 

Turn heads with the Blonde Life Brightening Shampoo, keeping those golden locks clean and bright. This shampoo contains Tamanu and Monoi oils, protecting hair from environmental damage. Arginine is another key ingredient which rebuilds damaged cuticles from the inside out.

To maintain hydration and bounce, this Joico shampoo review recommends pairing it with one of the brand’s best-selling conditioners. You can grab the Blonde Life Brightening Shampoo in 2 sizes: 10.1 oz for $25 or 33.8 oz for $44

Customers say: “I have been bleaching my hair since I was 19 (almost 15 years) and have been using thus shampoo for the past 5 years daily. It is the best daily shampoo I have found to keep my hair healthy, brassiness out, and moisturized.

Joico Moisture Recovery Shampoo Travel Size Review 

Moisture Recovery Shampoo is the perfect first step in quenching parched strands. It works best on hair that is thick or coarse, sealing in intensive moisture without weighing it down with heavy oils. 

This shampoo contains a Hydramine Sea Complex of Sea Kelp, Seawater Nutrients, and Brown Algae. Together they help restore your hair’s hydrolipidic barrier, keeping it replenished for up to 24 hours straight.

Currently, you can only purchase the travel size of 1.7 oz for $9, but you can get the full size of this product in stores at many Ulta locations.

Customers say: “First time I purchased or used this shampoo, wasn’t expecting to love it so much.

Joico Moisture Recovery Conditioner Review

The second step is the Moisture Recovery Conditioner. Like its twin, the Recovery Shampoo, this product also works on dense, coarse strands to retain natural moisture.

The Hydramine Sea Complex makes hair soft to the touch, leaving no greasy residues behind, but is most effective when used frequently.

It provides hydration from roots to tips evenly, even on combination hair types. A 5-star reviewer testifies,

My hair tends to be dry on the ends from blonde highlights, but oily on top near my face/hairline. I’ve never been able to find a product that helps with both,” until, of course, she landed on the Moisture Recovery Conditioner. 

This popular Joico conditioner rings in at $24 for 8.5oz, and $44 for 33.8oz. 

Who is Joico For?

Thought Joico has products for nearly all hair types, their shampoos are especially helpful for people with frizzy hair or who’ve dyed their hair in the past.

Joico Reviews: What Do Customers Think?

Joico Shampoo Review

This Joico shampoo review took a look at customer feedback online to see what people were saying about their purchases. The brand won points for repairing damaged, colored hair and restoring softness.

Influenster reviews of the Joico K Pak products are extremely positive, with the Blonde Life Brightening Veil rated 4.6/5 stars based on 88 reviews as of May 2023.

Customers agreed that the product amplified the brightness of blonde hair, its softness, and overall appearance:

Is Joico a good hair dye? One reviewer wrote, “If you want an amazing product that is lightweight, smells amazing, treats your hair, and brings the life back to your dull or brassy blonde, then this is it—all in one bottle! You simply can’t go wrong with Joico!” 

On Influenster, the K-PAK Shampoo also has a rating of 4.6/5 stars based on more than 4,490 reviews as of May 2023. Buyers loved how their hair felt rejuvenated, hydrated, and healthier after using the shampoo. 

Next, Joico shampoo reviews on Reddit were also very positive, with customers testifying that the formulas improved the condition of their hair over time: “I used to use the K-pak products almost daily when my hair was in horrible condition and it helped a ton.” 

A number of new and repeat buyers shared that Joico’s color line is their new go-to or a reliable favorite. A review for Joico Vero KPack Color says, “I use Joico colour safe and I love it. Been using it for years and tbh I don’t know if I could ever find better.

On the flip side, some customers turned their noses up at the chemical smells and ineffectiveness of Joico hair products. 

Makeup Alley reviews for Joico averaged out to 3/5 stars, and the Color Balance Blue Shampoo earned a rating of 4.1/5 stars out of seven reviews as of May 2023.

Though the reviews were great on most accounts, one reviewer detailed that this blue shampoo made their hair: “los[s] a little brassiness, but nothing to make this worth the price. I will continue to use it until it’s gone, but I will not repurchase.”

Whereas one other Makeup Alley customer felt that the Color Endurance Conditioner “smell[ed] very sweet and artificial, it can make me nauseous when it seeps into my pillowcase but I’m sensitive to some perfumes.”

Is Joico Worth It?

Joico Shampoo Review

This Joico shampoo review would say that yes, the brand is worth it. They make salon-quality products that are used by professional stylists, and many loyal buyers swear by Joico hair dye.  

The brand itself upholds high standards in practices through carefully curating its products and standing by a sustainability pledge. Not to mention that their products have won numerous awards and numerous celebrities recommend them to buyers.

But, is Joico a good brand of shampoo? Some customers did not see strong results from their Color Balance Blue Shampoo and were turned off by the smells of some formulas like the Color Endurance Conditioner.

Though these are legitimate concerns, what customers must be aware of is that many of Joico’s products, specifically those dealing with color treatments, are heavily pigmented to correct your color and can smell like actual hair dye. This can be the cause of harsh smells.

As for products that did not work effectively, this may be a matter of preference or even hair type. Any stylist or hair professional will advise that you do your research heavily before using products to make sure you get the desired effects.

Still, a majority believed that the treatments worked in delivering the results they were aiming for, and many rely on Joico as their Holy color treatment and hair care source.  

Reviewers have high expectations of the Joico products due to the price tag that comes with them. From what we have seen, Joico delivers on these promises again and again. The products are also expensive because of their high-quality ingredients that deliver results.

All in all, what you see is what you get with this luxury hair care company, and we still think that this brand is worth buying.

Joico Promotions & Discounts 

Joico Shampoo Review

There are no promotions or discounts advertised on the brand’s website. But, this Joico shampoo review found out you can save money through their retail and salon partners

For example, Joico’s main retailer, Ulta Beauty, is currently hosting a Spring Haul, free standard shipping on all orders $35+.

Ulta also offers coupons from time to time and a Rewards Program, where members can sign up and collect points to put towards future purchases. 


There are more fish in the proverbial shampoo sea than just Joico, so let’s look at three brands with similar offerings.

  • Function of Beauty: Vegan and cruelty-free hair products that are specifically designed for each customer. They offer a quiz to help buyers develop their own perfect personal care product.
  • Kérastase Shampoo: A world-renowned French hair brand that have developed products for celebrities and famous hair stylists. Their prices are hair, but their products are worth it.
  • Kristin Ess Shampoo: A brand developed by a celebrity stylist, Kristin Ess products can be assembled into personal hair routines built for each customer.

Where to Buy Joico

Joico Shampoo Review

You can browse Joico’s entire collection of hair care products on their website: However, purchasing options are available through their main distributor: Ulta Beauty. 

Select retailers such as Amazon, Walmart, CVS, and local hair salons also carry their products. Use Joico’s Store Locator to find the closest stock to you. 


Joico Shampoo Review

What company owns Joico? 

Joico is owned by Zotos International, Inc. This is also a company that creates salon-quality hair products.

Where is Joico manufactured? 

Joico products are manufactured in the United States. The brand’s headquarters are located in LA. 

Is Joico safe? 

There haven’t been any reports of unusual side-effects/ allergic reactions. For these reasons, the brand is safe to use. 

Does Joico have sulfates? 

As with many high-quality hair care brands these days, Joico does not use sulfates in their products. That’s great news if you have colored hair.

Does Joico have formaldehyde? 

This Joico shampoo review found that the company’s products are free of formaldehyde. 

Does Joico have parabens? 

Joico products do not contain parabens. They are also free of benzophenone, methyldibromo glutaronitrile, MCI/MI, and other allergy-causing irritants. 

What is Joico’s Shipping Policy?

Since the brand’s main retailer is Ulta Beauty, this Joico shampoo review will outline Ulta’s shipping policy:

  • Standard: $6 (delivery within 3-8 business days) 
  • Expedited: $10 (delivery within 3-4 business days)
  • Premium: $17 (delivery within 2-3 business days)

There is no international shipping available at this time. U.S. shipping is free on standard orders over $35

What is Joico’s Return Policy?

You can receive a full refund from Ulta within 60 days of purchase. To initiate the process:

  1. Use the return mailing label included in your original packaging contents 
  2. Pack your products in the original shipping carton    
  3. Using trackable ground shipping (recommended), mail items back to: Returns Center 

1135 Arbor Drive 

Romeoville, IL 60446

Customers are responsible for all shipping and handling fees. Once returns are processed, you will receive a confirmation email and your credit will show up within 7-10 days.  

How to Contact Joico

If you have any questions and wish to contact customer service after reading this Joico shampoo review, you can do so via:

  • Phone: +1 424-308-0666
  • Contact Form on their website

Looking for more hair care options? Check out these other popular brands:




Madison Reed 

Function of Beauty

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