Joico Curls Like Us Define & Seal curl defining gelee

Joico is a professional hair care brand with a rich history rooted in Southern California. Founded in 1975 by hair stylist Sara Jones, the brand became a pioneer in the industry by being one of the first to utilize keratin protein for hair repair. Its innovative approach led to international recognition, particularly with the success of its K-Pak line.

Over the decades, Joico underwent significant ownership changes. In 2002, it was acquired by the Japanese beauty giant Shiseido Group. More recently, in late 2017, the brand was sold to Henkel, a German multinational company headquartered in Düsseldorf. Today, Joico operates under the Henkel Consumer Brands umbrella alongside other well-known names like Schwarzkopf and Dial.

While Joico's headquarters and primary manufacturing facilities remain in the United States—specifically serving the North American market—it utilizes Henkel's extensive global supply chain and distribution network to produce and sell its products worldwide. The brand continues to focus on high-performance hair technology and sustainable innovation as part of Henkel's global 2026 initiatives.