100% Gray Coverage in 13 RADIANT SHADES. Unlocks your hair’s youth potential with our new gray coverage colours, Joico’s first collagen-infused permanent crème color. Harnessing the fountain of youth-like properties of Collagen—known to keep skin youthfully plump and improve skin elasticity and hydration—this innovative formula helps revitalize strands and lock in the look and feel of younger-looking hair. With just one color service: Hair springs back with renewed bounce,* body,* and signature LumiShine shine.** Resilience returns. Smoothness and softness*** are restored. Resistant gray gets our most gleaming and gorgeous coverage.

JOI and Benefits!

Experience 5 FLAWLESS FEATURES to help lock in hair’s youth:

♥ GRAYING HAIR: Lock in 100% gray coverage

♥ LIFELESS HAIR: Lock in body, movement, and bounce*

♥ COARSE HAIR: Lock in manageability, noticeable smoothness, and increased softness**

♥ DULL HAIR: Lock in radiance with up to 2X the shine***

♥ DRY HAIR: Lock in hydration and help prevent breakage****

* With K-PAK® Color Therapy™ Shampoo and Conditioner
** With K-PAK Color Therapy Shampoo and Conditioner on damaged hair
*** vs. untreated damaged hair
**** Combing breakage on damaged hair with K-PAK Color Therapy Shampoo and Conditioner vs. non-conditioning shampoo