Joico unveils new Innerjoi 'clean' haircare collection


Professional hair brand Joico® has launched a new line of ‘clean' hair care using ingredients derived from discarded food waste. 

Joico® Innerjoi has a sustainable ethos featuring 100% vegan naturally derived formulations that aim to reduce environmental footprints. By-products from food production are used in the formulations including Olive Ester, Vegan Protein, Raspberry Seed Oil and Apple Extract. Shampoo and conditioner bottles are made using 95% Social Plastic® from Plastic Bank, recycled from ocean-bound plastic.

The new Joico® Innerjoi line comprises four hair care collections for cleansing, conditioning and styling. Innerjoi Strengthen has been developed for over processed hair, repairing and fortifying against future breakage. Products include Strengthen Shampoo, Strengthen Conditioner and Strengthen Masque formulated with Coconut and Abyssinian oils. 

For dry hair and dehydrated scalps, InnerjoiHydrate features Hydrate Shampoo, Hydrate Conditioner and Hydrate Detangler formulated with Apple Extract. Products provide all-day hydration whilst replenishing the hair and scalp.

Innerjoi Preserve has been created for colour-treated hair to prevent fade and keep colour vibrant for longer. Products include Preserve Shampoo, Preserve Conditioner and Preserve Protective Milk formulated with Beetroot extract and Raspberry Seed Oil. 

For natural-looking styling without stickiness, Joico® has developed Innerjoi Style comprising Blowout Crème that protects against humidity and thermal damage up to 232°C, and Sea Salt Spray that provides light texture and volume. 

The new Joico® Innerjoi™ line is available from Xpert Professional. 

Xpert Professional