Why we love it:
The anti-fade Colorful collection by Joico, is committed to the long haul! Providing shine, strength and protection from color-fading elements, it promotes lasting vibrancy to keep your true hue.

A gentle cleansing shampoo which removes all impurities but leaves behind all the good stuff. With the Joico Colorful Anti-Fade Shampoo, daily build-up and debris are gently washed away; while it preserves the long-term vibrancy and intensity of gorgeous hair colour. The Colorful Collection replaces the Joico Color Endure range.

How it works:
Using Smartrelease technology, its one-of-a-kind liposome delivery system packs a punch by continuously releasing Rosehip Oil, Arginine, and Keratin to help repair, strengthen, and protect hair from the damaging effects of daily styling.

Packed with Camellia oil and essential Omega 9 fatty acids it helps to seal in moisture and restore luminous shine to hair. Pomegranate Fruit Extract is exceptionally rich in tannins and fade-fighting super antioxidants, helps protect the longevity of hair colour.

How to use:
Apply to wet hair. Lather, and rinse.

For best results:
Complement your hair regime with the complete Colorful range. Why not try the Colorful Anti-Fade Conditioner and Colorful GlowBeyond Hair Serum to boost colour vibrancy and prolong colour fade.

Benefits Include:

• Gently cleanses colour-treated hair

• Supersize bottle for longer usage.

• Free of SLS/SLES Sulfates *

• Fortifies hair for 3X greater resistance to breakage **

*SLS/SLES Sulfates = Sodium Lauryl/Sodium Laureth Sulfate
**When using Colorful Shampoo and Conditioner against combing breakage on damaged hair vs/ a non-conditioner shampoo