Joico Body Luxe Root Lift Volumizing Foam
- Quantity: 10.2oz.
- Benefits: Lifts hair at the roots while making it appear thicker and fuller
- How It Works: An alcohol-free formula keeps strands from drying out, boosting them instead with oat protein complex and moisturizing keratin
- When to Use It: Spritz it on in the morning to keep humidity at bay, or apply before styling when heading out at night
Just like her company’s tagline, founder Sara Jones wants to “turn heads.” From a career that began behind a stylist’s chair, she now channels more than 30 years of haircare experience into each Joico product. With a diverse range of product lines, the company’s mission remains the same: help stylists and laymen alike transform hair. Each line is designed to target specific beauty grievances, including frizz, dehydration, or unruly curls. But no matter the desired outcome, they all strive to improve hair’s texture. From sulfate-free color-saving shampoo to texture-boosting spray wax, these professional-grade products help users create smooth, stylish looks. The formulas also contain myriad ingredients beneficial to hair—among them, African shea butter, Asian orchid oil, and jojoba oil.
Joico also believes just as strongly in a healthy planet as it does a healthy head of hair. Besides teaming up with City of Hope and Susan G. Komen for the Cure to fund research into cures for devastating diseases, it also fights for the environment. The colorful bottles housing their products are made from post-consumer recycled plastic and plant-based starches. They also harness wind power to run their plant, earning recognition from the U.S. Environmental Protection Agency and American Wind Energy Association.
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