The Joico created Sarah Jones, who has been working in the beauty industry for several years. She began her career as a hairdresser. But she became owner of the company Joico soon. Given her hairdressing background, Jones has a unique perspective on what salon professionals and their clients are looking for from a product company. Her team can deliver products that are suitable for professional hairdressers in salons and for the general public too.
Products of the Joico are enriched with most beneficial ingredients in the world: shea butter from Africa or the orchid oil from Asia. The proof of quality are constantly renewing technology and Joico also develop new ones to uphold its reputation as the leader in beauty innovation. Joico also focuses on the individuality, regardless of cost. Workers spend all time for a perfect result. They are open to any criticism, because it is "driving force" for them.