Demi-Permanent Liquid Color
Get The Gloss That Outshines
A gentle, ammonia-free liquid color system formulated for deposit only. Guarantees predictable color results when mixed with LumiShine Crème Developer 5 Volume.
Delivers up to 2X the shine*
100% replenished and restrengthened hair***
Nourishing protection that seals in moisture, softness, and shine for up to 30 shampoos****
Ammonia-free, pH-balanced formula
Ideal viscosity for drip-free bottle application
Versatile formula—corrects, glazes, glosses, and blends gray
* vs. untreated damaged hair
** vs. haircolor without ArgiPlex
*** When followed with K-PAK. Color Therapy™ Shampoo and Conditioner
What's New
LumiShine Powerhouse Reds
A stunning range of fierce tones—that stay true to tone, resisting the fading effects of everyday aggressors—these bold beauties sound the siren for shiny, healthy-looking, fade-resistant color.
Shade Collections
LumiShine Nude Glow
Take natural up a notch with this trend-worthy line of modern tones.
Video Tutorials
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Create The Most Powerful Red-Hair Color: Step-By-Step
Vibrant, fiery, dimensional reds are sizzling hot; and celebrity colorist, Rick Henry, of LA’s famed Nine Zero One Salon has the answer for keeping the look radiant and fade-proof: LumiShine PowerHouse Red collection paired with Joico’s new Defy Damage Pro Series. With unparalleled staying power and twice the shine, this line of hot hues gives Henry the power to create a multi-dimensional look that weaves deep to rich-red coppers in one stunning technique. Get the formula, the step-by-step technique, and watch as Defy Damage instantly goes to work, strengthening and rebuilding bonds, heightening product performance, and providing powerful (and immediate) damage protection right before your eyes. It’s the ultimate one-two punch for creating blazing, beautiful reds that stay true to hue.
Discover LumiShine Color: https://www.joico.com/pro-color/lumishine-permanent/
Discover Defy Damage ProSeries: https://www.joico.com/pro-care/defy-damage-pro-series/ -
Gorgeous Natural Hair Color Technique: "Nude Glow" by Larisa Love
Like the universally-flattering shades so popular in today's hottest makeup
palettes, Nude Glow mingles tones of sand, sable, beachy-bronze, and beyond
to create utterly believable color and the healthiest hair imaginable. And Joico
Brand Ambassador, Larisa Love, takes this natural look to new heights with a
luminous, dimensional look that delivers lit-from-within radiance using
LumiShine's Natural Warm Series. Learn how this multi-dimensional face-framing
technique uses shadow, light, and shine to create gorgeous, glowing hair that's
instantly 5X stronger, super-soft, and luscious looking. Love's easy step-by-step
demo and no-fail formulas will make you a natural in no time.
Unleash your creativity with LumiShine's Natural Warm Series: https://www.joico.com/joico-products/haircolor/lumishine/
13 NEW Shades:
5 New Permanent Shades
5 New DD Demi-Permanent Crème Shades
3 New Demi-Permanent Liquid Shades -
Honey Caramel Balayage with Colorist Denis De Souza
Celebrity colorist Denis De Souza is going to tempt you to indulge…in a delicious new dimensional Balayage technique that adds brightness and a veil of shine to any hair color. Using luscious LumiShine, the color formula that delivers twice the shine for up to 30 full shampoos, Denis creates a look he's coined Honey Caramel -- one of the sweetest examples of Balayage we've seen in a long time.
K-PAK Color Therapy Shampoo and Conditioner: http://www.joico.com/joico-products/k-pak-color-therapy/
Discover LumiShine haircolor: http://www.joico.com/joico-products/haircolor/lumishine/
Subscribe to our YouTube: https://www.youtube.com/user/JoicoHairVideos
Follow us on Instagram: https://www.instagram.com/joico/
Visit Joico: http://www.joico.com/ -
11 Shades To Turn Your Business Around: LumiShine Demi-Permanent Liquid Color Gloss
11 stunning new shades of LumiShine Demi Permanent Liquid Haircolor…2 of the hottest colorists in the country…and a whole lot of business-building secrets to keep you booked from here to eternity. Watch Denis De Souza and Zoe Carpenter share the power of this award-winning, no-fail color line in a video guaranteed to get your artistic engines running.
More on Award-Winning LumiShine Color: http://www.joico.com/joico-products/haircolor/lumishine/ -
La La Land Blonde: Foilyage Technique (with Joico Blonde Life)
If any city knows blonde, it's La-La Land, the epicenter of California gold. And no one gets the look better -- and faster -- than celebrity colorist, Denis De Souza, who masters pale perfectly with his inventive "foilyage" technique and Blonde Life Lightener, the radical product that nails nine+ levels of lift in a single service with zero damage. Watch Denis take the look to new heights.
See more Blonde Life techniques and tips: http://www.joico.com/joico-products/haircolor/lighteners/
Step-by-Step Tutorials
Fire Red Quick Melt20190507115636
Fire Red Quick Melt
This technique is a color blocking-melting hybrid that provides an easy roadmap for wow-worthy color. Pair it ...
Get Julianne Hough’s New Blonder-Than-Blonde Formula20190403161813
Get Julianne Hough’s New Blonder-Than-Blonde Formula
Behind the scenes with Jill and Jules…“I took this babe to her ultimate baby-blonde self,” enthused Jill BuckA...
Silver Blue Siren20180207110642
Silver Blue Siren
Mirror, mirror on the wall, who’s the fairest and coolest of them all? With LumiShine’s NEW Silver Blue Series...
The Nude Glow Lights Technique + Step by Step20180207100745
The Nude Glow Lights Technique + Step by Step
Women everywhere are embracing the nude look—with highlighters, bronzers, eye shadows, and even lip colors in ...
Color Formulas
2 Cool Ways to Blonde up Big-Time20191205165725
2 Cool Ways to Blonde up Big-Time
FORMULA 1:FORMULAPrepped with Defy Damage ProSeries 1 Bond-Protecting Color Optimizer Spray Foiled with @joico...
Larisa Love’s Blooming Summer Looks20190617132549
Larisa Love’s Blooming Summer Looks
“I wanted to create something that played into the summer season, so I decided to go with sun-kissed and natur...
Get Emma Roberts’ Brand New Boho Blonde20190611150122
Get Emma Roberts’ Brand New Boho Blonde
View this post on Instagram A post shared by Nikki Lee | Hairstylist (@nikkilee901) on Apr 25, 2019...
Singer Jewel Has a New Look That Saves Time and Damage20190610135222
Singer Jewel Has a New Look That Saves Time and Damage
View this post on Instagram A post shared by Jill Buck (@jill901) on Apr 12, 2019 at 10:13am PDTThe...
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