Product Lines

Living proof

Living proof solve the toughest beauty challenges with science and patented technology originating from MIT. Twenty patents, over 50 products and more than 150 awards later, Living proof have countless love letters thanking us for changing lives in both big ways and small.


There’s nothing in the world like the beauty of healthy hair. Its vitality, color, and shine light up a room and lift the spirit. Joico has a name for this remarkable energy. “At Joico, we believe we must provide the utmost in quality products and education. Equally important is our commitment to support our industry with integrity, honesty and passion.” – Sara Jones