I choose Joico for hair colouring because it consistently delivers vibrant, long-lasting colour while keeping hair strong and healthy. Unlike some colour brands that can leave hair feeling dry or brittle, Joico’s formulas are enriched with Quadramine Complex and Bio-Advanced Peptides, which help repair and protect the hair from the inside out. I love that my clients not only get stunning, rich colour but also hair that feels silky, nourished, and full of life. Joico’s gentle, low-ammonia formulas mean less damage, and their exceptional grey coverage ensures flawless, natural-looking results. For me, hair colouring should be as much about care and protection as it is about beautiful shades, which is why Joico is always my go-to choice.