Joico wants to spread the "Joi" of healthy hair to every stylist and client, making for a more beautiful world. They provide high quality safe products, without testing on animals and they use safe raw materials making it safe to use. Joico were able to revolutionize the haircare industry by creating the Bio-advanced Complex, which is a hair-repairing breakthrough. Since 1975 they were able to create the first Keratin Protein that allowed Joico to come about by creating a product where the hair actually repairs the hair. Joico products are made for different hair types and they have different matching bottle depending on the different needs for the hair. There's no need to look around checking labels, because with the colour matching bottles you can see that the right collection is there for you.