The hair revolution is here - with Joico's innovative KBOND20 technology
There’s a difference between hair that looks good and hair that actually feels good—and we know which one we’d prefer (hint: it’s strong, silky and vibrant). For 50 years, Joico has revolutionised hair health innovation, and with KBOND20, its most advanced bond-building treatment yet, the brand is making hair repair the focus for the season.
At the heart of KBOND20 is seriously innovative new technology designed to restore hair vitality from the inside out. This luxurious masque, part of the award-winning Defy Damage line, strengthens hair five times more in just one use. It’s truly remarkable that one product can rebuild, strengthen and shield hair from daily stress. Whether it’s heat styling, pollution, or environmental wear and tear, this rich masque deeply nourishes the hair, promising rich hydration in spades.
‘We’ve had a history of innovation at Joico,’ Melisa Gill, Joico’s USA General Manager shares. ‘We were the first to use human hair keratin protein to repair damaged hair, from the inside out. We were trailblazers when we introduced bio-mimetic technology into all our shampoos and conditioners with our Bio-Advanced Peptide Complex. We set a new bar with SmartRelease Technology, and now we have KBOND20, our most powerful bond builder yet!’
True to its brand DNA—starting from K-PAK’s historic 18-time Stylist Choice Award winning K-PAK Reconstructor—Joico has continued its legacy of performance with new technology in this Defy Damage range. And as the range’s hero, KBOND20 isn’t just another treatment––I’d argue that it’s a testament to Joico’s legacy of beauty and innovation. And as the brand celebrates its 50th anniversary, it continues to push boundaries, creating products that put hair health at the forefront of their formulas. Now that’s a philosophy we can get behind.
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