February 2013

Each time you apply Joico’s JoiWhip, you’re also strengthening hair at its core. Damaged hair has missing peptides—shorter chains of amino acids that make up your hair protein. Joico’s trademarked Bio-Advanced Peptide Complex adheres to your hair shaft to provide the missing peptide link from the cuticle (outer hair layer) to cortex (inner layer). The complex goes further to seal a protective molecular shield around your hair, as well. Thanks to essential fatty acids of Kukui Nut Oil and Evening Primrose oil, you’re left with a soft, shiny style that stays—without the stiff “crunch.”">