By Hannah Muehlberger
Kate Hudson Joins the Joico Team
For the notable hair care brand Joico, they are celebrating their 50th anniversary in a big way. They have announced that their brand is about to get blonder, with actress Kate Hudson becoming their first global celebrity spokesperson! Joico, known for its legacy of product performance and the joi(e) de vivre they bring to hair enthusiasts around the world, has reached an incredible milestone: 50 years of healthy hair innovations. Poised for an ultimate season of celebration, the joi-ful brand is excited to announce, actress, singer, and entrepreneur, Kate Hudson has joined the brand as its Global Celebrity Spokesperson.
Building on a trusted heritage in salons, the healthy hair brand is now bringing that same salon-quality experience directly to consumers through multiple channels, making luxury hair care accessible and personal. With its 50-year history of creating haircare that delivers real results, the campaign with Hudson highlights the redefining of healthy hair. SINCE FOREVER. Joico, a Henkel brand, has been leading the healthy hair revolution since 1975 and together with the latest innovations in hair care creates beautiful, healthy hair to lift your soul and inspire confidence. “Joi” is not only in our name, it runs through everything they do and every product they make. Every one of their product innovations is created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. Sharing the “’JOI’ of Healthy Hair” is more than just a promise, it’s a guarantee. For more information please visit www.joico.com.
The brand’s campaign and partnership with Hudson launched in February 2025 and will last through the end of the first quarter of 2026. Hudson will be prominently featured throughout advertising for the brand in all digital mediums including social media globally, and in print and in-store advertising and merchandising for the brand’s North American markets.
The creative concept for the campaign, filmed on location in Southern California with Hudson capitalizes on her innate playfulness. This concept, “joi lessons with Kate Hudson,” is the brand’s take on “finding joi” while staying authentic and delivering an easygoing-chic. The campaign will show a glimpse into Hudson’s world and how she finds “joi.” The campaign will place the legacy brand front and center for many at-home consumers while speaking to the professional hairdresser community and continuing its support and engagement with its primary audience.
Kate Hudson is a Golden Globe Award winner and Academy Award-nominated actress, singer/songwriter, producer, entrepreneur, and bestselling author. She is best known for her roles in “Almost Famous,” “How to Lose a Guy in 10 Days,” and “Bride Wars,” which she also produced. She co-starred with Mark Wahlberg in “Deepwater Horizon,” “Marshall,” opposite Chadwick Boseman and Sterling K. Brown and was nominated for a Golden Globe for her performance in “Music.” She co-starred opposite Octavia Spencer in the Apple TV+ series, “Truth Be Told,” and starred in Ana Lily Amirpour’s mystery thriller “Mona Lisa and the Blood Moon.” She was part of the all-star ensemble of the global smash hit, “Glass Onion: A Knives Out Mystery,” streaming on Netflix. Kate’s critically-acclaimed debut album, “Glorious”, was released in May 2024 and the Deluxe Edition of the album is available now. She will star in the upcoming Netflix series, “Running Point”, which premieres in February. Her performance in Max Minghella’s “Shell,” which had its World Premiere at the Toronto Film Festival garnered rave reviews and she stars opposite Hugh Jackman in Craig Brewer’s upcoming musical drama, “Song Sung Blue,” for Focus Features. In 2013, Kate co-founded Fabletics, a global lifestyle brand centered on inclusivity and community. She continued to expand her wellness empire with her new line of all-natural holistic nutritional supplements, INBLOOM, introduced in 2020. Kate became a New York Times bestselling author in 2013, with her first book Pretty Happy: Healthy Ways to Love Your Body, which was published by HarperCollins/Dey Street Books and her second book Pretty Fun: Creating & Celebrating a Lifetime of Tradition in 2017. She and her brother, Oliver Hudson, host the podcast, “Sibling Revelry,” which is available on iHeart Podcasts. Her many charitable and humanitarian affiliations include The Hawn Foundation’s MindUP program, the United Nations World Food Programme, Baby2Baby, Operation Smile, and numerous other organizations. Visit KateHudson.com for more information.
Joico + Kate is a match that’s been waiting to happen… BECAUSE WE’VE LOVED KATE HUDSON. SINCE FOREVER.From new product launches to hero products, both the campaign and the partnership with Hudson will have something to offer all those both new and old to the joi of healthy hair. This campaign will give a platform to the idea that beautiful, healthy hair isn’t just about how you look – it’s about how you feel. Because when you feel good about your hair, it shows. It brings a little extra joy, a little boost of confidence, wherever you go and whatever you do.
After 50 years, Joico can definitely attest to the importance of reviving hair after years of damage. Whatever this damage is from, Joico’s Defy Damage product line protects all hair types from the ravaging effects of daily heat styling, UV exposure, and environmental pollution that lead to dry, dull, lackluster locks with Joico’s NEW Defy Damage haircare system. This damage-defying breakthrough helps protect and strengthen hair bonds for a healthy-hair transformation you can instantly see and feel. What is also helpful is that their Defy Damage products will help with damage from bleaching or over-coloring while protecting your current dyed color.
Power Spray
Need a quick hair intervention? Joico’s Defy Damage KBOND20 Power Masque is their most powerful bond builder in the Defy Damage collection. It builds & protects hair bonds while providing rich hydration and delivers transformative results after a single use. Giving 5X stronger* hair. (*Against combing breakage on damaged hair during heat styling). Buy it at ULTA or on the Joico website!
For more frequent usage, the Defy Damage Protective Shampoo is a rich shampoo that gently cleanses away impurities while helping boost hair’s natural defense against daily damage. Great for those who are partial to color services and use heat styling tools, and protects hair from UV exposure and environmental pollution.
Defy Damage Protective Shampoo
Or if maybe you don’t have time for a hair wash but still want that fresh revive for your locks, in which case you may want to use the Joico Weekend Hair Dry Shampoo. Time-saving Joico Weekend Hair Dry Shampoo delivers a volume-boosting, luxurious, just-washed fullness, clean scent, and velvety softness in seconds; while doubling the longevity of investment salon hair color to keep the big fade away. Joico also has the Defy Damage Protective Shield Leave In Treatment, for an extra layer of protection. This damage-defense hero shields hair from the ravages of daily thermal styling, UV exposure, and pollution.
Weekend Hair Dry Shampoo
With bond-building protection against color fade, breakage, and dryness, you’ll have shinier, stronger, healthier hair. 4x more resistant to breakage during heat styling, protects against color fade, and leaves hair soft, shiny, and healthy looking. To lock in the style, using the Defy Damage Power Spray Fast-Dry Finishing Spray, this hero shields hair from the ravages of daily thermal styling, UV exposure, and pollution. With bond-building protection against color fade, breakage, and dryness, you’ll have shinier, stronger, healthier hair.
