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Last updated: June 27, 2018

Nine Zero One Salon Adopts Joico LumiShine® As Their Go-To Haircolor

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Nine Zero One Salon Adopts Joico LumiShine® As Their Go-To Haircolor

The always buzzing Nine Zero One Salon is known for its celebrity clientele, and as a premiere salon in the heart of Los Angeles (located on Melrose Place), co-owners Riawna Capri and Nikki Lee could have never imagined all the success and attention the salon would receive since opening its doors in 2009. Nine Zero One artists are busy highlighting, balayaging and babylighting—basically coloring up a storm and making clients look and feel amazing with some of the best haircolor out there.


Bringing on Joico LumiShine®—the easy-to-use, healthy-hair focused, dimensional palette—as the salon’s top color of choice, was a no-brainer. “We love using LumiShine® because it has instantly proven to leave our clients’ hair feeling healthier than the way it was before they came in,” says Riawna. As two LA-based brands, the cultures of healthy hair and #HairJoi were a perfect fit, and the artists at Nine Zero One are just as thrilled. “I’m obsessed with Joico LumiShine®. From their permanent to the liquid gloss to their new DD crème. The results are beautiful across the board!” says Amber Maynard, Nine Zero One Master Stylist.


Riawna began to play with the healthy hair brand a few months back and absolutely fell in love with their LumiShine® Color. Now, as the main color brand of Nine Zero One Salon, Joico’s LumiShine® color will continue giving Nine Zero One clients the “joi” that comes from healthy haircolor, every day.


It takes only a glance at Riawna, Nikki and the salon’s Instagram accounts to notice the gorgeous hair and celebrity heads they’ve coiffed. Recent examples of Joico-partnered celeb color makeovers are Julianne Hough’s stunningly gorgeous transformation to red, her bridal blonde and Hilary Duff’s bright blonde.


Joico adores the Nine Zero One family—senior stylists Tauni Dawson and Morgan Parks helped launch Joico’s Luster Lock Multi-Perfector Spray (get the details here!), and Rick Henry, who is Joico’s Exclusive Celebrity Artist and a Nine Zero One senior stylist, has given client Katy Perry multiple amazing color transformations (all courtesy of Joico color!).


Amid all the well-deserved hype and buzz, Riawna and Nikki know it’s not all about celebrities. They are constantly inspired by their team of stylists and are honored and humbled by their clients who continue to sit in their chairs day in and day out. “Customer service is number one to us—everyone is treated equal, whether you are an A-list celebrity or a college student,” says Riawna.


With Joico being the salon’s new color of choice, Joico lovers can expect to see exclusive content, how-tos and color formulas on and the JoiColor App. And though there has already been some great color collaboration between Joico and the talented pool of artists at Nine Zero One Salon, there is more to come!


“We’ve collaborated on some really amazing projects now and each and every time I see the talent and skill of the stylists at the Nine Zero One Salon, I am truly blown away,” says Valerie Robinett, Sr. Director, Communications and Digital Marketing for Joico. “What Nikki and Riawna have done as salon owners is nothing short of spectacular. We’re so happy they’ve brought our color in and are thrilled they’re joining the Joico family. We can’t wait to put more healthy, gorgeous haircolor out there!”


“It’s a perfect time for Joico to solidify our friendship with this salon and their wonderful group of hair professionals,” says Sara Jones, Joico Sr. Vice President and General Manager. “They are committed to both the hairstylist and the client, and that’s just what our aim is.”

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