There's nothing in the world like the beauty of healthy hair. Its vitality, color and shine have a radiance that can't be ignored, the way it lights up a room, lifts the spirit, and the spirit of others. We have a name for this remarkable energy, we call it "joi". Somewhere along the way, through all the cuts and colors, bangs and blowouts, hair starts to lose its joi, because what makes us happy about our hair, and what makes hair happy, can be two different things. At Joico we know they don't have to be. We believe healthy hair is happy hair.