Joico, celebrating 50 years of healthy hair innovations, has announced actress, singer, and entrepreneur Kate Hudson as its first-ever Global Celebrity Spokesperson. Known for its salon-quality hair care, Joico is expanding its reach by bringing luxury haircare directly to consumers, making it more accessible while maintaining its legacy of effective results.
The campaign, launching in February 2025 and running through the first quarter of 2026, will highlight Joico’s commitment to redefining healthy hair. Hudson will feature prominently across digital platforms, social media, and in-store merchandising in North American markets.
Filmed on location in Southern California, the campaign’s creative concept, “Joi Lessons with Kate Hudson,” showcases Hudson’s playful nature and her journey to “find joi.” The collaboration aims to engage both at-home consumers and professional hairstylists, while continuing Joico’s support for its loyal customer base.
With new product launches and ongoing support, this partnership promises to bring something exciting for both longtime fans and newcomers to the world of healthy hair.
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