Joico has partnered with Brazilian colorist Denis de Souza to bring his passion and international eye for color and luxe techniques to the brand.
Devoted to his celebrity clientele, De Souza became known as the innovator of the ultra-natural coloring technique resulting in effortlessly exotic, sun-strewn strands. De Souza’s custom looks, as seen on Kate Mara, Olivia Wilde, Zoe Saldana, Mila Kunis, Rachel Bilson, Nicole Richie and Lucy Hale among others, will continue to set trends that remain on the forefront of hair, alongside Joico.
De Souza’s passion for hair color and preservation, coupled with his ability to cultivate creative techniques align seamlessly with Joico’s philosophy and line of innovative products. His talent has gained him incredible bicoastal work experience at some of West Hollywood and New York’s top salons, including Andy Le Compte and Serge Normant. As a loyalist of Joico for years, De Souza is eager to take his adoration of the brand to the next level with this colorful collaboration.
“I’ve been using Joico products ever since I can remember, which is a true testament to the brand’s ability to remain timeless and relevant,” commented De Souza. “I couldn’t be more inspired by the brands passion and innovative methods of exploring hair color, which is why this partnership signifies a new high for my career.”
De Souza’s first appearance on behalf of the brand will be for this year’s 86th Annual Academy Awards.
“Working with visionaries like Denis de Souza keep us motivated to continue to innovate, transform and of course, turn heads,” said Valerie Robinett, director of public relations for Joico. “But even more, Denis will be instrumental in developing new innovations tailored for today’s colorist, around the latest trends people want from their professionals. We have a strong vision for Joico’s partnership with Denis so we’ll be working to bring his talent and artistry to all professionals and salons. And to every, client the latest in hair color fashion, from red-carpets and catwalks right into every chair, straight from hairdresser to client.”
Joico senior vice president and general manager Sara Jones commented, “We’re thrilled to be partnering with Denis at such an exciting time. Our growth in color is showing no signs of stopping. He’s been a loyal Vero K-PAK Color user for many years, and we’re so happy to have him on board to officially represent the brand.”