JOICO AT 50

JOICO is celebrating 50 years of innovation with its Anniversary Collection, which is inspired by the past, present and future

As it marks 50 years of innovation in 2025, JOICO has created its Anniversary Collection, which is designed to take you on a journey through time, as it honours the past with a reflection on the brand’s rich heritage, embraces the present with trend-setting cuts and colours, and celebrates a bright and creative future.

The Anniversary Collection is made up of a trio of creative looks that showcase the wide spectrum of JOICO colours, along with the health of the hair.

The first part of the collection is the past, inspired by the five decades of JOICO. 

The second part of the collection is the present, and features two styles that showcase this year’s cutting and colouring trends and techniques.

The third part looks foward to the future with two avant garde styles that are inspired by a world where AI, art and data are combined.

ART DIRECTION: BRUNO MARC GIAMATTEI
ARTIST TEAM: SEVDA DURUKAN, DAN SPILLER ANDALBERTO DI DOMENICO
SUPPORT: BONA JÖRG AND WESLEY HANNES
VIDEOGRAPHY: D&A FILMS
PHOTOGRAPHY: JAMIE BLANSHARD PHOTOGRAPHY STYLING: ELLEN SPILLER
MAKE-UP: KATIE MOORE
MODELS: MIKKI D. (BODY LONDON), OCEAN (HAIRDESK) AND LAYLA (HAIRDESK)
PRODUCTS: JOICO LUMISHINE AND JOICO COLOR INTENSITY