Better, brighter, blonder

Discover the products behind Blonde Life by JOICO and help clients live their best blonde life.

Blonde Life Brightening Shampoo

Designed for bleached, double-processed and high-lift blondes, this gentle sulphate-free cleanser whips up into a luscious lather, cleansing the hair using a high-tech system that lifts and suspends dirt and oil in micelles and rinses them away. Along with it go unwanted yellow tones, leaving clients with lustrous colour and a soft, clean feel.

Blonde Life Brightening Conditioner

Heavy conditioning treatments that weigh down fine blonde strands are a thing of the past! This nourishing formula combines the lightness of a lotion and the power of a serum to give instant, intense hydration and incredible champagne-like shine without weighing hair down.

Blonde Life Brightening Masque

This fast-acting product hydrates, softens and illuminates blonde hair by neutralising chlorine and removing nasty trace minerals known to turn a gorgeous head of blonde hair into a dull yellow. The masque transforms bleached, brassy, fried-looking hair into soft, glossy, reflective strands.

Blonde Life Lightening Powder

This on or off-scalp lightener enhances golden strands with an ultra high-lift formula that safely kicks up to nine or more levels faster than any previous JOICO lightener. The powerful, yet ultra conditioning formula can  be used with foils or without, and is easy to rinse and remove.


  • The range is proven to keep blondes bright and on-tone for up to eight weeks*
  • Hair looks healthier and feels nourished
  • It strengthens hair, reducing breakage by more than 54 per cent in just one treatment**
  • Blonde Life Lightening Powder provides up to nine levels of fast-acting lift
  • It’s the quickest way to brighten and lighten hair***

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*When using Brightening Shampoo and Conditioner/Masque, which preserve over 80 per cent of hair colour after 18 washes .  **Against combing breakage on damaged hair; in reference to Blonde Life Lightening Powder when used with Blonde Life Brightening Masque versus a non-conditioning bleach.  ***Using Blonde Life Lightening Powder versus other JOICO lighteners