This Shampoo Is The Secret To Fade-Proof Hair Color

Joico Global Brand Storyteller, Olivia Smalley, knows the value of investment hair color; and has a brilliant routine that keeps her own bomb blonde from fading away. Her secret is Joico’s super-charged Colorful Anti-Fade Shampoo – a cleanser specifically formulated to preserve fierce, fabulous, vibrant color long after you leave the hair salon. Stocked with nourishing, sulfate-free ingredients like Camellia Oil and Pomegranate extract, it boasts our exclusive Smart Release Technology that continuously releases Rose Hip Oil, Arginine, and Keratin to repair, strengthen, and protect hair from the cumulative effects of daily styling. This result is maximum shine, vibrancy, 3X more strength, and less breakage. Watch Olivia hit the shower and lock in her blonde with Colorful Anti-Fade Shampoo, here: