It’s Joico’s 50th Anniversary Celebration: Win a Car, a Free Trip To LA & MORE!
Celebrate Joico’s 50th Anniversary with a YEAR of Giveaways
For 50 years, Joico has been a trailblazer in the professional hair industry, consistently supporting hairdressers by fostering community and prioritizing healthy hair through top product innovation. Now, Joico is inviting us to join their monumental celebration through the JOI(CODE) Campaign which includes a FULL year of massive giveaways—like a day with Joico Global Ambassador and Artistic Director Larisa Love (@larisadoll), up to $50k in cash prizes and even a NEW CAR…
Scroll on to learn about Joico’s legacy, come behind the scenes with BTC editors at the commemorative 50th Anniversary photoshoot and learn how you can win big in 2025!
What does the JOI(CODE) represent?
Joico has been redefining healthy hair for 50 years and in 2025, they’re re-writing the new healthy hair codes for the NEXT 50 years: Aka, the JOI(CODE) of healthy hair. Read on to learn how they will be celebrating YOU in the process!
Press play to see some of the Joico’s team’s JOI(CODES), backed up by healthy, happy hair:
View this post on Instagram
How To Enter the Joico 50th Anniversary Sweepstakes:
Joico isn’t just celebrating their milestone internally—they’re giving back to the hair community in a BIG way. For their celebratory JOI(CODE) campaign, Joico has launched a massive giveaway series featuring prizes that will change lives. Here’s what you could win:
- A free trip to Los Angeles for an in-person day of All-Access Inspiration with Larisa Love
- A hairstylist dream tool bundle loaded with must-have essentials
- Joi-Jetting Education at The BTC Show 2025
- A brand-new car
- $50,000 in cash prizes!
- Click here to enter


BTC Exclusive: Backstage with Joico’s Top Artists
To kick off the year-long celebration, Joico gathered some of the industry’s top talent for a commemorative photoshoot. In Los Angeles, BTC editors witnessed a powerhouse team create the celebratory looks, as Joico Global Ambassador and Artistic Director Larisa Love (@larisadoll) and celebrity hairstylist Cesar Ramirez (@cesar4styles) collaborated together on set.
View this post on Instagram
Cesar expresses his excitement to participate in the shoot that embodies the essence of Joico’s healthy hair philosophy, as he shares:
“I am really excited about being a part of a team for the launch. It’s the anniversary and it’s huge to be a part of something new. I’ve always really loved Joico and what they stand for in joy, happiness and really healthy hair,” says Cesar. “For me, when I’m styling hair, that’s what I want to see—really beautiful, healthy hair. So, to be with a brand that emphasizes that is really special to me.”
Cesar and Larisa striking a pose at the Joico photoshoot:


“I’ve seen the growth that the company has had—all the new, amazing products and creations,” Larisa reflects on her decade-long journey with Joico. “Having a strong team and strong artists to really back up the brand. What’s new and different about this shoot is that we’re doing something that hasn’t really been done before with the type of hair that we’re creating, the art behind it. It’s an exciting time for Joico and for me.”


DECODE THE JOI WITH US: Click to enter to win MASSIVE giveaways from Joico!
50 Years of Joico: A Legacy Worth Celebrating
Not many professional hair brands can claim half a century of success, but Joico has built a strong reputation for innovative products that prioritize hair integrity for 50 years. “For hairdressers who have grown up with Joico, this is a celebration of [that partnership],” says Melissa Gil, General Manager of Joico. “And for those of you out there who don’t know us, this is an opportunity to get to know us and to understand everything that we’re about.”
So what sets Joico apart? Innovation and community. As a brand founded by a hairstylist seeking high-performance products, Joico continues that legacy by bringing the latest technology and education to stylists worldwide. “We believe that new product innovation is key to keeping ourselves modern and relevant,” Melissa explains. “We’re always aware of where stylists are learning and evolving, and we make sure we are right there with them.”
Valerie Robinett, Vice President of Digital/Integrated Marketing & Education, expands on Joico’s unique culture and philosophy: “Joico distinguishes itself in the professional industry through its collaborative and inclusive spirit. We thrive on gathering diverse perspectives and ideas, rather than working in silos. This approach, combined with our entrepreneurial drive, is what makes Joico unique.”
This celebration isn’t just about looking back—it’s about embracing the future with excitement and opportunities for stylists everywhere. Press play to see the full giveaway deets:
Joico’s MASSIVE 50th Anniversary Sweepstakes: Click here to enter!
This content is sponsored.
Giveaway rules: NO PURCHASE NECESSARY. Void where prohibited and outside U.S. Open only to licensed professionals who are legal residents of the 50 U.S. (+ DC) and 18 yrs+ (19 yrs+ in AL/NE, 21 yrs+ in MS) at entry. Runs Jan 1, 2025 (12:00am PT) through Feb 28, 2025 (11:59 PM PT). To enter, go to http://joico.com/pro-giveaways/ and complete the entry form. Prize package includes trip to Los Angeles, CA, class with Larisa Love, Joico swag (ARV: $2,305). 10 prizes available. Odds of winning depend on number of entries received. For complete rules, prize info, and restrictions visit https://joico.com/rules. Sponsor: Henkel Corporation acting through its Joico division.
More from
Joico
-
Deep Mocha Mousse Formulas To Try
-
What is a Fluffy Silk Press? Hairstylists Explain the Natural Hairstyle
-
10 Best Holiday Gifts for Hairdressers: Blonding Specialist Edition
-
This Subscription-Free Beauty Box Delivers Trending Pro Beauty Products
-
BTC “On Tour” 2024 Wraps Up In Los Angeles
-
How To Use A Consultation To Address Curly Client Concerns
-
Celebrity Colorist Justin Anderson Joined BTC’s “On Tour” Nashville Benefit Show
-
The Biggest Hair Color Trends of Fall 2024
-
Butter Blonde Guide: Toning, Lightening & Technical Tips
-
Lightening Textured Hair: The Must-Dos & Mistakes To Avoid
-
Soft-Dimension Brunette Without Any Lightener: Here’s How
-
3,000 Hairstylists in one Place? Here’s What You Missed at the 2024 BTC Show
-
20 Major New Hair Innovations To Kick Off Fall
-
Dark To Beige Platinum Blonde Transformation
-
How to Connect 6 Inches of Regrowth in Less Than 25 Foils
-
Curls Like Us™ Collection
-
Dark Brown To Smoked Pearl Blonde Transformation
-
8 Hair Launches to Heat up Summer
-
Why Promoting Women to Leadership Positions is the Key to a Successful Hair Brand
-
Blonde Life® Color Enhancing Masques
-
Blonde Strong™ Detangler
-
9 New Product Launches To Bring Into Summer
-
The BTC Beauty Box is Back & Better Than Ever—Same Best-Sellers, No Subscription Needed.
-
Virgin To High-Lift Dimensional Bronde