To mark its 50-year milestone, Joico held a celebratory event in New York City on March 13, 2025.
Held at Kinhouse Hair Studio in the city’s SoHo neighbourhood, the anniversary event gave select attendees the opportunity to preview Joico’s new Scalp Vitality line with a wash-and-style session before the evening cocktail reception, which featured product stations, instagrammable activations and presentations from the brand’s artistic and leadership team.
“Fifty—that is a huge milestone,” says Valerie Robinett, senior director of digital marketing and communications for Joico. “It means we’re a legacy brand and a professional brand; we were founded by a hairdresser in 1975.”
“We’re committed to healthy-hair innovation,” she adds. “Our tagline is ‘the joi of healthy hair’ because we know that it’s more than just healthy hair; it’s the feeling you get from having a good hair day.”
Among the attendees were global brand ambassador Larisa Love, senior global artistic director Richard Mannah and blonde specialist Olivia Thompson, who led presentations on hair colour, cuts and blonde trends for spring and summer.
“It’s inspiration on what’s up-and-coming and trendy,” says Larisa Love, who shared her take on trends such as Pantone’s Color of the Year (Mocha Mousse), Apricot Copper, Monochromatic, Ombré, Vibrant Gold, Classic Brunette and Enhancing Grey. “I’m looking at runways, art and culture, and what’s going on in the world, to try to make sure my clients can get ahead of the trend.”
Richard Mannah offered his tips on creating haircuts that are suitable for clients while incorporating some of the latest trends he’s been seeing, such as the Designer Bob, Parisian French Bob, Preppy Bob, ’90s Supermodel Blowout, and Bunny / Birkin Bangs.
“I think fashion is like a spring; it comes back around but at a newer level,” says Mannah. “We use inspiration from the past with today’s technology and products, and today’s inspiration, to create something fresh and new.”
“Fringes, bangs, haircuts and styles are all about suitability,” he adds. “It’s not just about taking a haircut and doing that. It’s about what suits [your client] and works with their face shape, [hair] texture, and how they maintain their hair at home.”
Olivia Thompson, who’s based in Fort Lauderdale, Florida, shared how she gets a lot of her inspiration from her clients.
“We’re seeing a lot of these golden hues,” she says. “It’s that sun-kissed vibe inside of the hair. The champagne blondes—a mixture of cool and warm inside of the hair.”
The event also marked the official kickoff of Joico’s partnership with actress Kate Hudson, who has been named the brand’s first-ever global celebrity spokesperson. Her longtime hairstylist, Clay Nielsen, was in attendance and explained why he feels that the partnership is a perfect match.
“Working with Kate, we love a blonde,” says Nielsen. “We love extensions, curls, straight. We love styling. In order to make sure that hair can handle all that pressure and damage—I like to make sure my clients have great products at home.”
“When you’re running from locations and there’s humidity and there’s the chaos factor of everyday life, I think Joico products have been so great at undoing the damage.”
Annie Hu, vice president of marketing, product development and trade marketing, shared more about Joico’s upcoming Scalp Vitality line, which consists of three new products (Shampoo, Exfoliating Foaming Scrub and Replenishing Essence) and launches in June.
“Where does healthy hair start? It starts at the root,” she says. “There’s a lot of ‘skinification’ in haircare and that’s where a lot of our inspiration comes from for Scalp Vitality. We’re protecting that [scalp] barrier, so you can have the healthiest hair possible.”
Browse our gallery of photos from the event.
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