21 July 2024

Blonde Life Collection from JOICO – Bonded by Blonde

JOICO launches its newly enhanced Blonde Life collection for all your salon needs. It features new products, new packaging, and…a dramatic demo, as 4 top hairdressers put it to the test with thrilling results. Get ready to see how Blonde Life builds bonds for strong blondes!

If you already love Blonde Life, this reveal is going to make you jump for JOI. If you haven’t tried it yet – there’s a very good chance you’re about to be a convert! Benefitting from the technical input and creative expertise of 4 top international hair experts, JOICO is excited to launch the newly enhanced Blonde Life collection for all your salon needs.

Blonde Life
(left – right): Senior Creative Color Artist JOICO EMEA Sevda Durukan, Senior Creative Color Artist JOICO EMEA Paul Watts, Creative Color Artist JOICO EMEA Daniela Engström, JOICO Color Ambassador Sofie Schrauwen.

In doing so, JOICO brought together some of the best and brightest stars in the industry to experience the JOI of this newly-enhanced lightening collection. These 4 hairdressers worked together to achieve some dramatic, gorgeous transformations including Bronde, Balayage, Caramel, Sundae and a gorgeous Glossy Copper … just a few looks you can expect to see.  The new collection covers all your blonding needs, from light to dark and everything in between.

Meet the NEW Blonde Life All-Stars:

Blonde Life

NEW Balayage Lightener

No more having to choose between lift and creative freedom. By teaming the power of Blonde Life Lightening Powder with the precision of kaolin clay the NEW Blonde Life Balayage Lightener lifts hair up to 7+ levels in a single application.

  • Soft clay formula that stays put when lifting
  • Stays moist and does not transfer when processing
  • Balayage and freehand painting techniques become stunningly simple and speedy

NEW Demi Gloss shades

Blonde Life Demi Gloss shades are the most versatile tool in the entire Blonde Life system —allowing you to tone and customize pre-lightened hair with seven stunning shades you can mix and match to your clients’ needs.

  • One formula tones, glazes & glosses. Helps refresh dull, brassy blondes
  • Ideal viscosity for drip-free bottle application
  • Leaves hair looking luminous and shiny
  • Intermixable shades for customizable results in one step
  • Available in popular 8N, 10N, 9SB, 10SB, 9V, 10V & CLEAR

NEW Coconut Oil Developers

Mix some Coconut Oil into the blonding process with three NEW Blonde Life Developers – formulated to work in harmony with all Blonde Life lighteners and toners to leave hair feeling soft and hydrated.

  • Easy-to-mix, spreadable, creamy consistency
  • Available in 5 Volume, 10 Volume, and 20 Volume
  • Gives hair a beautiful, smooth look and soft feel

NEW Packaging

The 1lb and 2lb Powder Lighteners are now in easy-open, easy-to-stack canisters instead of pouches, for a more sustainable profile. You’ll have the same high-lift formula you know and love. Now, they’re sustainably packaged in 100% recycled fibre paperboard. Meanwhile, the Crème Lightener is transitioning from the current 8.5 oz tube to a handy 10.5 oz size.

CLICK HERE for more information about JOICO or Blonde Life

#blondelife #bondedbyblonde

Creative Direction & Hair Design: Daniela Engström, Sofie Schrauwen, Paul Watts, Sevda Durukan  Photography: Ivo de Kok Make-Up: Sabrina Zwartjes Models: tuttimodels


  1. I was interested for some information do you have hair products like henna and things that are a little kinder to the hair and promote hair growth as well more on the natural side even if they’re semi-permanent? Thank you


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