This season is all about radiant shine, healthy-looking lengths and beautifully personalised colour, with warm, glowing tones replacing bold, high-maintenance transformations. Think expensive-looking hair with effortless movement, luminous dimension and a finish that looks as healthy as it feels.
JOICO Ambassadors Bona Joerg and Valentina Malta, share expert insights into the biggest summer hair trends set to dominate the season ahead, alongside their top tips for achieving beautifully healthy hair all summer long. Celebrating the versatility of warm, bespoke colour, Joico Glow Warm embraces rich tones, glossy finishes and tailored shades designed to enhance every individual. From sun-kissed blondes and glowing brunettes to glossy styling techniques that maximise shine, JOICO experts reveal how to create hair that looks luminous, healthy and effortlessly on-trend throughout the warmer months.
Multi-Dimensional Warmth & Glow
What makes Glow Warm so exciting is its adaptability and flexibility; it allows stylists to tailor and create looks for clients that are both beautiful and thoughtfully considered. In the summer months, hair is the perfect canvas for adding warmth with flattering shades, and with Glow Warm, there is so much tonal adaptability.
For me, that multi-dimensional colour that reflects the light is just the ultimate summer shade, giving that sun-kissed radiance we associate with the season. K-Pak Color Therapy Shampoo is perfect for locking in vibrancy, enhancing warmth and maintaining radiance in warm-toned hair. The shampoo is designed to prevent fading and enhance the vibrancy and depth of colour through deep nourishment and repair so the hair’s cuticles can lock in color pigments for greater longevity.
For that extra glow, K-Pak Lustre Lock Glossing Oil is a fantastic booster! The formula is designed to add intense vibrancy and shine, making it an excellent choice for amplifying that sun-kissed summer radiance and an instant wow-factor.
‘Relaxed Luxury’ Styling
In 2026, Summer hair is moving away from overworked, structured styles; instead, it is all about low-maintenance, high-impact looks with a more relaxed approach to styling. Think ‘Relaxed Luxury’ and styles focused on the hair’s natural flow and texture, yet look effortless and put together. This approach is all about working with and embracing authentic hair patterns and texture with styles such as natural waves, airy layers and subtle shapes.
With these more relaxed styles at the forefront, this directly translates to a healthier hair care routine, encouraging clients to embrace lower-manipulation styles with reduced heat. JOICO Curl Confidence Defining Cream is a real gamechanger that celebrates hair’s natural texture and gives hair a rest from excessive heat styling by adding definition, controlling frizz, and adding hydration and shine.
The JOICO Beach Shake Texturising Finish is also a fabulous product for styling the hair with minimal damage. It’s packed with nourishing ingredients to create a tousled look with satiny hydration, perfect for styles such as beachy waves and adding extra volume to finer hair types.
Regular Trims to Maintain Hair Integrity
When temperatures start to rise in the warmer months, glorious as this is, it can also take its toll on our hair strands; that’s why regular trims in Summer are even more essential to allow hair to really grow and thrive during the season.
I would recommend regular trims every 4-6 weeks, although as always, it’s never a one-size-fits-all; how regularly hair should be cut also depends on factors such as hair length and texture. It sounds so simple, but it really makes a huge difference, as regular trims remove split ends, stopping breakage from travelling up the hair shaft. Additionally, warmer temperatures and the increased use of heat styling, alongside those fun summer events and socialising, mean hair needs that little extra TLC, and regular trims will work wonders in removing dry, brittle ends.
What I always remind clients is that healthy hair depends on strength, and that split ends are irreversible and cannot be repaired once the hair fibre splits; trimming is the only fix.
Credits
Concept & Colour Direction: Bona Joerg & Valentina Malta • Creative Direction: Bruno Marc Giamattei • Photography: Carlo Battillocchi • Stylist: Romina Power • Make-up Artist: Markus Theisen
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