For more than five decades, Joico has been a driving force in professional haircare, earning the trust of hairstylists and consumers through a commitment to healthy, high-performing hair. Now, the brand is stepping into the spotlight with a new collaboration tied to DC Studios’ upcoming film Supergirl, using the partnership as an opportunity to showcase the products and values that have defined Joico since its founding.
While the film provides the inspiration, the collaboration ultimately shines a light on Joico’s longstanding mission: helping people achieve stronger, healthier, and more resilient hair. Founded in 1975 by Japanese-American hairstylist Steve Stefano, Joico has grown from a salon-focused company into a globally recognized name in professional beauty. As an API-founded brand, Joico’s story reflects the impact Asian Pacific Islander entrepreneurs have had on shaping the beauty industry, bringing innovation and expertise to generations of hairstylists and clients.
Throughout its history, Joico has built its reputation on science-backed formulas designed to repair and protect hair without compromising performance. The brand has consistently focused on developing products that address damage caused by heat styling, chemical treatments, and environmental stressors while helping users maintain shine, strength, and manageability. This dedication to hair health has helped establish Joico as a favorite among salon professionals who rely on products that deliver visible results.
The new campaign places several of the brand’s hero products front and center. Hold Hero, Joico’s finishing spray, takes a leading role, joined by styling favorites such as Heat Hero and Power Spray, as well as products from the Defy Damage collection. Together, the lineup represents Joico’s approach to modern haircare, combining protection, styling performance, and long-term hair health in a way that appeals to both professionals and everyday consumers.
To celebrate the collaboration, Joico is releasing limited-edition packaging inspired by Supergirl across select products. The brand is also rolling out a series of retail and digital activations, including in-store displays, influencer partnerships, social media content, and promotional offerings through ULTA Beauty. These initiatives are designed not only to generate excitement around the film but also to introduce new consumers to Joico’s extensive portfolio of haircare and styling solutions.
What makes the collaboration particularly fitting is the shared emphasis on confidence. For decades, Joico has centered its messaging around helping people feel their best through healthy hair. Rather than focusing solely on appearance, the brand has consistently highlighted the connection between hair health and self-assurance, encouraging consumers to embrace their individuality while caring for their hair.
As the beauty industry continues to evolve, Joico remains committed to the principles that have guided the company since the 1970s: innovation, education, and professional-quality results. The Supergirl partnership serves as a celebration of those values, offering a fresh way to connect with consumers while reinforcing the brand’s position as a leader in healthy haircare.
More than a movie tie-in, the collaboration is a reminder of Joico’s enduring influence within the beauty world. The brand has spent more than 50 years helping people achieve stronger, healthier hair while continuing to evolve for a new generation.
