Hair care brand Joico celebrates its 50th anniversary with its new collaborator, Kate Hudson. The Oscar-nominated actress and “Gonna Find Out” singer is the brand’s first celebrity ambassador, an ideal fit for a longtime admirer of the brand’s products.
“I’m one of those people that is constantly looking for the right products,” Hudson told WWD in an exclusive interview. “The things that work are the things that I stick to. For me, it’s the K-Pak and now the KBond20. You just stick to it,” she said.
“I have this thing where if I’m ever working with a company, I have to have some real connection to it,” Hudson said of her partnership with Joico. “Their tagline is ‘Since Forever’ and when I first saw it I was like, ‘I’ve literally been using K-Pak since forever.’ It’s really nice to be working with a company that I really love.”
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Joico’s hair care products aren’t solely meant to enliven hair with volume and texture. The scientific formulas found in everything from the Defy Damage Shampoo to the Power Spray work in tandem to promote holistic hair health, a quality Hudson approves and appreciates.
“When you feel good with your hair and it feels healthy and strong, it just completely changes your mood, at least for me,” Hudson said. “When you work in front of the camera, or you’re constantly putting yourself together every day, it takes a toll on your hair. It’s all about trying to find the products and the science that can really repair and protect your precious hair.”
The Defy Damage KBond20 Power Masque, which builds and protects hair while simultaneously providing necessary hydration, is an integral part of Hudson’s glam process. “When I travel, I don’t always travel with my shampoo and conditioner, but I’ll always take a great hair mask, an intensive conditioner,” she said. “It takes what I’ve known of K-Pak that I’ve used for so many years and just adds more science to the protective quality of it. You can repair it, and you can also protect it at the same time.”
Working with professional products like those amassed over the 50 years that Joico has been a leading hair care brand makes an abundant difference. “It’s such a well-crafted product,” Hudson says of the Defy Damage KBond20 Power Masque.
“When you have a professional product, people who are really focused on professional hair care and working with great professional hair stylists and people who are constantly working on hair and understand hair, you’re going to get the best product out of it,” Hudson said.
Joico’s goal isn’t solely about creating quality products and yielding positive results — the brand centers joy as a cornerstone of its mission.
“Joy is a discipline,” Hudson said of her approach to the very particular quality. “Some days you feel profound sadness and loss and some days you feel that hope pulling forward and giving you determination to move in a forward-moving direction. Joy is a big word.” To achieve it? Hudson says “Stay small. I don’t mean small in your spirit, I mean stay inside of your community — go be with your friends, go connect with your children, go get your hair done!”
