Joico is celebrating its 50th anniversary in a very major way. The haircare brand, which is beloved by hair enthusiasts worldwide for its special joi(e) de vivre, just announced that actress, singer, and entrepreneur, Kate Hudson, has joined the brand as its first-ever Global Celebrity Spokesperson.
As part of this exciting new partnership, Hudson will be starring in the brand’s upcoming campaign, “Redefining Healthy Hair. Since Forever,” which launches this month and will run until early 2026. The campaign is expected to roll out across digital, social media, print, and in-store marketing as well as merchandising for the brand’s North American markets.
Filmed in Southern California, the campaign will allow the actress’’ innate playfulness to take center stage through “Joi Lessons with Kate Hudson” and offer a glimpse into Hudson’s world, showcasing how she finds her own “joi.” Joico hopes to show through the campaign that the “joi” of healthy hair is about more than how you look, but how you feel —and that when you are feeling good that “joi” radiates outward.
With the campaign and its new partnership with Hudson, Joico hopes to connect with at-home consumers as well as the professional hairdresser community, showcasing new products in addition to notable favorites such as the Defy Damage collection. Designed to protect your hair’s health without damaging your color, the Defy Damage collection features an array of essential products including a shampoo, a conditioner, and the brand’s most powerful bond builder, the KBOND20 Power Masque, among many others.
Joico’s new partnership with Hudson marks the start of an exciting year ahead as the brand celebrates its 50th year of delivering the “joi” of healthy hair through its professional-grade products. To follow along, be sure to visit joico.com or follow @joico on Instagram.
