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Pop Up is the latest collection created by Joico European design team member, Robby Osselaer and Joico European colour design team member Sofie Schrauwen, owners of BobHead salon in Belgium.

Inspired from the icons of Y2K including Britney, Miley, The Olsen Sisters, Christina Aguilera, and Victoria Beckham, along with a nod to contemporary styling, this collection sets the tone for summer 2022.

Showcasing how texture can add a new dimension to haircuts of all lengths. This collection shows versatility and the ability to change a look just with a different drying or styling technique and the use of present-day styling products. 

The cut is always the foundation of any great hairstyle and Robby cut the models hair using the bespoke techniques that have ensured that BobHead is at the forefront of European hairdressing.
Sofie used shades from the Joico LumiShine and Vero K-Pak Color ranges to enhance each model’s natural colour. Soft blondes that glisten and shine and show how versatile blonde can be, compliment the models skin tone. Warmer tones have been used to accentuate the long-textured look, enriching the copper tones of the model’s natural hair color. The shorter bob length model makes a statement with her burnished brunette shades accentuated with a glimmering overlay of golden blonde. Definitely trends you can expect to see this summer.

To style each of the looks, texture was of focus. Robby and Sofie used a range of their go-to Joico products to style the looks. Their Joico styling kit consisted of – Dream Blow Out, Humidity Blocker +, BeachShake, HairShake, RiseUp, Zero Heat, Colorful Glow Beyond Anti-Fade Serum.


Hair: Robby Osselaer and Sofie Schrauwen at Bobhead, Belgium •  Make-up: Juliette den Oude • Styling: Roos van der Hulst •  Photography: Richard Monsieurs

For more information on the colour world of JOICO, click HERE.


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