Ready to transform dull, lackluster hair? With the new JOICO Defy Damage Detox shampoo you will achieve clean, soft hair thanks to the bio-based chelator and Activated Charcoal. These two key ingredients deep-cleanse the hair, washing away hard water residue, trace minerals, product buildup copper, and salts – without drying out the hair or compromising the colour.
The clarifying shampoo is the latest product to join the Defy Damage collection. Formulated with activated charcoal – a porous active powder which is renowned for its detoxifying properties. Activated charcoal is commonly used to filter contaminants from water and air by attracting toxins – and it works exactly the same on your hair by removing stubborn build up, metals, and hard water deposits.
Bruno Marc Giamattei, Creative Director JOICO EMEA and Creative Director Marc Antoni Art Team said: “Hard water and product build up are the main culprits for dull and damaged hair, which leads to frizz, split ends, and dry scalps. JOICO Defy Damage Detox Shampoo has become a staple in the salon as a safeguard for color and lightening services. This formula works in unison to build bonds, ensure optimal color protection and help you to achieve healthy-looking hair.”
The Formula
- Bio-based Chelator– helps remove stubborn buildup, metals, and hard water deposits.
- Moringa Seed Oil– contains Vitamins A and E, and Silica.
- Activated Charcoal– a porous, absorbent material made from coconut husks.
- Vegan SmartRelease® Technology– made with pea and vegetable proteins, that mimic the protein found naturally in hair.
For more information on the colour world of JOICO, click HERE.
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