New DEFY DAMAGE® DETOX SHAMPOO

Say goodbye to the old lather-rinse-repeat routine, and say hello to clean, soft hair with the NEW JOICO Defy Damage Detox Shampoo. Formulated with a bio-based chelator and Activated Charcoal, this deep-cleansing shampoo washes away hard water residue, trace minerals, product buildup copper, and salts - without drying out the hair. JOICO Defy Damage Detox Shampoo builds bonds and transforms dull, lacklustre locks into hair that feels clean and soft, whilst being gentle on colour.

The latest member of the ground-breaking JOICO Defy Damage collection, Defy Damage Detox Shampoo is a clarifying shampoo formulated with activated charcoal – a porous active powder which is renowned for its detoxifying properties. Activated charcoal is commonly used to filter contaminants from water and air by attracting toxins – and it works the same on your hair by removing stubborn build up, metals, and hard water deposits.

Bruno Marc Giamattei, Creative Director JOICO EMEA and Creative Director Marc Antoni Art Team said: “Hard water and product build up are the main culprits for dull and damaged hair, which leads to frizz, split ends, and dry scalps. JOICO Defy Damage Detox Shampoo has become a staple in the salon as a safeguard for colour and lightening services. This formula works in unison to build bonds, ensure optimal colour protection and help you to achieve healthy-looking hair.

DEFY DAMAGE DETOX SHAMPOO IS FORMULATED WITH:  

• Bio-based Chelator – helps remove stubborn buildup, metals, and hard water deposits.
• Moringa Seed Oil - contains Vitamins A and E, and Silica.
• Activated Charcoal – a porous, absorbent material made from coconut husks.
• Vegan SmartRelease® Technology – made with pea and vegetable proteins, that mimic the protein found naturally in hair.

For stockist information about JOICO Defy Damage Detox Shampoo please contact your Xpert Professional area representative or info@xpertprofessional.ie     RRP €23.50/ £21.50