Joico Structure styling paste for middle fixation 90 ml

About the brand Joico

Joico is an American haircare brand founded in 1975 in the United States. Established by experienced hairdresser Steve Stefano, whose passion for healthy, beautiful hair led the brand on a path of innovation and top-quality care. With a strong emphasis on research and development, Joico quickly gained recognition among professionals and the general public, becoming synonymous with hair restoration and strengthening. A key milestone was the introduction of the legendary Quadramine Complex™ technology – a unique protein that helps deeply restore hair structure.

Joico's philosophy is based on the belief that healthy hair is the foundation of true beauty. The brand consistently emphasizes the use of the latest scientific knowledge, ethical principles, and gentle ingredients – its products are not tested on animals, and many lines include natural extracts and environmentally friendly components. Joico draws inspiration from nature, colors, and fashion trends, which is reflected in creative collections that appeal to professionals worldwide. The brand is known for its inspiring campaigns and collaborations with leading hairdressers and influencers, who often showcase innovative techniques and unique color transformations.

The Joico product range includes a wide array of products for complete hair care, from shampoos and conditioners to masks, styling products, and special treatments. Iconic collections include K-Pak, sought after for intensive regeneration of severely damaged hair, and Color Endure, designed for color-treated hair protection. Popular are also the styling products from the Joico JoiFix line and the hydrating Moisture Recovery products. The brand regularly introduces limited editions and innovative collaborations that push the boundaries of hair care. Joico products are appreciated by anyone desiring healthy, shiny, and strong hair – whether for everyday care or achieving professional results in the comfort of home.