Joico: Blonde Life collection

Introducing the newly enhanced Blonde Life collection that builds bonds for strong blondes…

Joico is launching the newly enhanced Blonde Life collection for all your salon needs; with new products, new packaging, and a dramatic demo… We’re going to see four Joico hairdressers in EMEA put it to the test with some exciting results. Let’s see how Blonde Life builds bonds for strong blondes!

Joico Blonde Life


Senior Creative Color Artist Joico EMEA Sevda Durukan

Senior Creative Color Artist Joico EMEA Paul Watts

Creative Color Artist Joico EMEA Daniela Engström

Joico Color Ambassador Sofie Schrauwen

Kicking it off with the Balayage Lightener

No more having to choose between lift and creative freedom. Joicio has teamed the power of Blonde Life Lightening Powder with the precision of kaolin clay in the new Joico Blonde Life Balayage Lightener that lifts hair up to 7+ levels in a single application. 

Here’s what Joico has to say about the product: 

  • Soft clay formula that stays put when lifting
  • Stays moist and does not transfer when processing
  • Balayage and freehand painting techniques become stunningly simple and speedy

Next up… New Blonde Life Demi Gloss shades

Blonde Life Demi Gloss shades; the most versatile tool in the entire Blonde Life system —allowing you to tone and customize pre-lightened hair with seven shades you can mix and match to your clients’ needs. Sounds pretty good! 

Let’s hear more: 

  • One formula tones, glazes & glosses. Helps refresh dull, brassy blondes
  • Ideal viscosity for drip-free bottle application
  • Leaves hair looking luminous and shiny
  • Intermixable shades for customizable results in one step
  • Available in popular 8N, 10N, 9SB, 10SB, 9V, 10V & CLEAR

Joico blonde life

Now for the Coconut Oil Developers

Mix some Coconut Oil into the blonding process with three new Blonde Life Developers – formulated to work in harmony with all Blonde Life lighteners and toners to leave hair feeling soft and hydrated.

  • Easy-to-mix, spreadable, creamy consistency
  • Available in 5 Volume, 10 Volume, and 20 Volume
  • Gives hair a beautiful, smooth look and soft feel

Joico blonde life

Let’s look inside…

Going blonde (or more blonde) doesn’t have to mean giving up healthy-looking hair. With Blonde Life’s innovative formulas – developed with bond-building Arginine, Tamanu and Monoi Oils, and Coconut Oil – colourists can confidently and quickly lift hair with strong, shiny-looking results.

1) To give blonde hair the VIP treatment it deserves and demands, all Blonde Life products contain a signature blend of essential fatty acids, including Monoi and Tamanu Oils.

2) Bond-Building Arginine: You can find this signature ingredient in all Blonde Life Lighteners and Toners including: Blonde Life Lightening Powder, Crème Lightener, Balayage Lightener, Demi Gloss, and Quick Tone Liqui-Crème Toner

3) Coconut Oil: Our new Blonde Life Developers are formulated with Coconut Oil to help hair look smooth and feel soft and hydrated.

Blonde Life Builds Bonds … here’s the proof!

Excitement was in the (h)air as we brought together some stars from the industry to experience this newly-enhanced lightening collection – a collection that covers all your blonding needs, from light to dark and everything in between.

We put 4 hairdressers behind the chair to collaborate and together they achieved 7 dramatic, gorgeous transformations. Bronde Balayage, Caramel Sundae Curls and a gorgeous Glossy Copper … just a few looks you can expect to see. The results look stunning… you can watch it unfold yourself, on Instagram @joicoeurope

For more information about Joico or Blonde Life, go to 

#blondelife #bondedbyblonde


Creative Direction & Hair Design: Daniela Engström, Sofie Schrauwen, Paul Watts, Sevda Durukan

Photography: Ivo de Kok

Make-Up: Sabrina Zwartjes Models: Sabine, Melissa, Jet, Elvi, Finn, Alina, Charlene @tuttimodels


At Colour World UK we believe in colourists being equally important as hairdressers to the success of a salon business! Clients deserve excellent colour services, embracing the importance of a great colour consultation through to end result. We salute manufacturers and brands offering great product innovation which enables colour technicians to explore their creativity and offer a bespoke colour to every client. We offer colourconversation and inspiration for you to browse, and respect colour-focused education and events from what’s on and where to our own Colour World UK event which supports our industry and promises to do our best to bring you news and information to help you succeed.

Looking for some more colour inspiration? Here you go: INSPIRATION