Shining a spotlight on blondes with Joico’s LumiShine range extension

We’re shining a spotlight on blondes with Joico’s LumiShine range extension. Introducing the new blue-violet, platinum violet and violet gold series – three cool shade extensions to your LumiShine Demi-Permanent Liquid palette. The range consists of violet-based hues to eliminate those unwanted warm colours, and impart a hint of icy iridescence creating a spectrum of cool blonde tones. 3 new violet-based shade families to expand your toning options with LumiShine. Luminosity, performance and healthy-looking results. Perfect! 

LumiShine DP Liquid Shades BV PV VG

Listen up Joico lovers… 

Set to and get rid of those brassy tones with LumiShine’s new BV, PV and VG series.  A cooling violet base and dazzling prismatic reflection do all the hard work for you, correcting and customising pre-lightened hair for cool blonde results with LumiShine. 

Find out more: 

  • Delivers up to 2x the shine
  • Neutralises unwanted brassy yellow/orange tones
  • Strengthened and replenished hair 
  • Ammonia-free
  • Ideal viscosity for drip-free bottle application 
  • Versatile formula – correct, glazes, glosses
  • pH balanced for optimal colour performance

Ideal when…

  • You want to refresh blonde hair that has gone brassy in between lightening services
  • You want to add a creamy, prismatic dimension to cool blonde hair 
  • You want to create pearly blondes without a hint of warmth 
  • You want the convenience of pre-blended toner/gloss that allows you to create on-trend blonde looks with a hint of iridescence 
  • You want to counter unwanted warmth with a cool touch 

LumiShine DP Liquid Shades BV PV VG

Let’s look inside… 

No more sacrificing healthy-looking hair… Joico fuses its ArgiPlex Technology & Quadramine Complex to help deliver shine and strength in a demi-liquid palette. 

Bond-building ArgiPlex – Joico’s built-in bond builder helps to protect hair and reduce breakage in every treatment. ArgiPlex contains Arginine, a naturally occurring amino acid – crucial to strengthening hair. 

Quadramine Complex – Joico’s blend of low molecular weight and size proteins (MWS 150-2500) adhere quickly to help reconstruct from cuticle to cortex creating healthy-looking hair after a LumiShine colour service.

Now you know, let’s use it… 

Mixing: 1:1 (equal part colour and 5 volume LumiSHine Developer). Best applied with a colour applicator bottle. When mixing in a bottle, add developer first, then colour and shake well. 

Timing: Process up to 35 minutes depending on the desired result. Process at room temperature or with heat. 

Post colour service

Rinse thoroughly. Acidify with K-pak professional cuticle sealer, rinse. Apply K-pak colour therapy shampoo to the scalp and massage well. Work through hair lengths. Rinse thoroughly. Squeeze out excess water. Apply K-pak colour therapy conditioner to hair lengths after squeezing ou excess moisture. Massage throughout hair and leave in for 1 minute. Rinse thoroughly. Towel-dry hair. Style as needed with your preferred Joico styling products. 

Defy damage service 

For damage protection, use with defy damage proseries 1 before colour service and defy damage proseries 2 for a post-colour service treatment. 

Sounds pretty good to us… If you’ve gotten this far, we would love to see your Blonde Joico looks, share with us by tagging @colourworlduk on IG. 

For more information on the product visit 

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


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.