Kate Hudson Joins Joico as Global Spokesperson for 50th Anniversary

Joico Taps Kate Hudson to Lead Its 50th-Anniversary Campaign

Joico is celebrating 50 years in the haircare industry with a major announcement: actress, singer and entrepreneur Kate Hudson (@katehudson) is joining the brand as its first-ever Global Celebrity Spokesperson. The collaboration was officially announced on February 13, 2025, marking a significant moment in Joico’s milestone year.

Kate will lead the upcoming campaign, “Redefining Healthy Hair. Since Forever.” The campaign will showcase her across digital, social media, print and in-store marketing, with a strong presence in North American markets.

Filmed in Southern California, “Joi Lessons with Kate Hudson” captures Kate’s lighthearted spirit and personal approach to beauty. It highlights “finding joi” as more than just great hair—it’s about confidence, joy and feeling good from the inside out, offering a glimpse into Kate’s world and how she embraces joi every day.

Joico designed the campaign to connect with at-home consumers and professional stylists while showcasing its product lineup, from new innovations to well-known favorites such as:

• Joico KBOND20 Power Masque
• Joico Defy Damage Shampoo
• Joico Defy Damage Protective Shield
• Joico Power Spray
• Joico Weekend Hair Dry Shampoo

With this partnership, Joico marks a new chapter, blending 50 years of expertise with fresh, modern energy.