Joico’s New Curl System Simplifies Styling Routines

Textured hair care brand Joico’s new curl system, Curls Like Us, vows to simplify daily styling routines for the curly-haired consumer.

The new line, inclusive of a hydrating foam, crème styler and defining gelée, is formulated with vegan protein, algae and moringa seed oils.

Vegan protein is made from pea and vegetable proteins that mimics the protein found naturally in hair. Moringa seed oil is a natural source of antioxidants, vitamins A and E, zinc and silica, and algae oil is a bio-based oil derived from microalgae – a source of omega 9.

The Smooth & Bounce Curls Hydrating Foam consists of an airy foam to enhance curl patterns with a lightweight hold, creating a three-day shield of protection against humidity and frizz.

Hydrate & Define Curl Crème Styler gently coaxes curls and coils into soft, resilient clumps that are resistant to breakage. Aside from leaving curls hydrated and healthy-looking, it strengthens hair and reduces breakage by 88.77% and shields from thermal damage up to 450°F/232°C.

The Define & Seal Curl Defining Gelée is a buildable formula that improves curl definition and creates a cast, sealing in moisture while locking out humidity for 72 hours with heat protection up to 450°F/ 232°C.