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Discover the ‘Joi’ of healthy colour!

Joico LumiShine – Colour so brilliant it instantly re-strengthens hair with up to twice the shine that lasts up to 30 shampoos


The world is luminous and shines “joi-ously,” because the future of haircolour just got a lot brighter. Two times brighter to be exact! Just once is all it will take for you to instantly fall in love with your haircolour after you’ve seen and felt the results of Joico’s new LumiShine™ Repair+ Permanent Crème and Demi-Permanent Liquid Colour. It leaves hair 100 per cent replenished and re-strengthened and with TWICE the shine! Whether you want a whole new look, just a slight update, or your gray is starting to stray way too much and too early for your liking –LumiShine is the perfect palette to achieve the perfect haircolour you desire nomatter what your hair type or problems.

A pre-blended permanent crème and demi-permanent liquid system, LumiShine gives first-time colourists and busy master colourists alike, an easy colour solution for every salon service and every hair type. Offering a simple to use, one-to-one mixing ratio, it’s a line of gentle formulas that instantly provide healthy results in a three-step colour service. You’ll love the full spectrum of intermixable shades that deliver ultimate client comfort!

The difference with LumiShine is in the blend of breakthrough technology and client comfort all wrapped up in an easy-to-use versatile palette that gives amazing results – the kind of results you have to see and experience to believe, and the performance that makes you and your client’s colouring experience easier and better. Both celebrity colorists Denis de Souza and Johnny Ramirez were sold on LumiShine right away and extol its benefits to their clients at their salons.

It’s “gentle-fresh fragrance” technology neutralizes airborne ammonia and replaces it with calming notes of bergamot, iris and sandalwood, while exclusive ArgiPlex Technology repairs hair damage and locks in exceptional colour longevity, vibrancy and shine, like none other, providing a HAIRCOLOUR FIRST: while most haircolour depletes Arginine (an amino acid essential to hair’s health) leaving hair dry, brittle and prone to breakage post colour service, LumiShine restores 100 per cent of the Arginine the hair-colouring process strips away. This actually stabilizes dyes deep within the cortex for longer-lasting, fade-resistant colour.

Why You’ll Love It!

LUMISHINE REPAIR+ Permanent Crème Colour

A gentle, reduced-ammonia colour system of 52 shades ranging from Level 1 to high-lift. Guarantees healthy-looking, reliable results when mixed with LumiShine Crème Developers (10 – 40 volume).
•Up to 2X shinier hair*
•Reduced breakage**
•Delivers exceptional colour longevity and vibrancy
•100% gray coverage
•100% replenished and re-strengthened hair***
•Nourishes and protects hair, sealing in moisture, softness and shinefor up to 30 shampoos***
•Leaves hair 2X softer***
•Optimal viscosity for drip-free bowl + brush or bottle application

LUMISHINE REPAIR+ Demi-Permanent Liquid Colour
A gentle, ammonia-free colour system of 22 shades formulated for deposit only. Guarantees predictable color results when mixed with LumiShine Crème Developer 5 volume.
•Up to 2X shinier hair*
•pH-balanced formula instantly re-strengthens hair 100%
•Ideal viscosity for drip-free bottle application
•Versatile formula—corrects, glazes, glosses, and blends gray

*Vs. untreated hair.
** Combing breakage on damaged hair with K-PAK Color Therapy System vs. non conditioningshampoo.
*** Based on laboratory testing of damaged hair.

We said it before and we’ll say it again – it will only take you once! Just like it did for renowned celebrity haircolorist Johnny Ramirez (co-owner of the always very booked Ramirez-Tran Salon in Beverly Hills, CA and social media sensation to boot) who converted his salon to LumiShine colour after trying it, and had this to say about the color line:

“Joico’s LumiShine is luxurious! – the color, the smell, the outcome. It’s where hair color is going. The client knows when a product is producing superior results and all of my clients whom I use LumiShine color on, comment on how their hair feels and looks so much more rich and healthy. The jasmine scent is calming and pleasant –unlike so many other harsh chemical-ridden products– bringing the client’s whole hair coloring experience to the next level.”

As lead haircolourist for the line, Joico Celebrity colourist and spokesperson, Denis de Souza of the Andy Lecompte Salon in West Hollywood, will be releasing LumiShine “ShineNow” techniques for Caramelt, Honeycombed and Ronze haircolour looks, and he had this to share about the colour:

“I love everything about LumiShine – the rich colour it offers and its brilliant transparency, the sweet scent that gives me the ability to elevate my clients’ experience from start to finish, not to mention the easy-to-apply consistency. Its versatility is perfect for master colorists, yet so easy to use it’s primed for younger colorists as well – you name it, LumiShine give it to you. Above it, the resulting colour! The shine and healthy hair I see in my clients, impresses each and every time.”

Joico’s NEW LumiShine Repair+ permanent crème and demi-permanent liquid color line is the latest in hair-color technology for the most luminous hair color made easy.

For information on LumiShine, and weekly “#getglossy” haircolor formulas, video tutorials and before-and-afters from Denis and Johnny, visit