Joico recently launched its brand new hair colouring range called LumiShine™, and we got a deep insight into the technology and features of this unique hair colour that delivers brilliant tones with twice the shine. More importantly, the entire LumiShine™ hair colour range has a pleasant fragrance of iris and bergamot, which is a far cry from the horrendous chemically smell we often get from hair colouring.


Joico’s Global Artist Liza Espinoza demonstrated two varying looks done with Joico LumiShine™, in which she braided in a boho style to perfection. That same evening, Joico also hosted its annual Hair Show which featured different yet exciting collections showcasing bold and edgy hair colours from the LumiShine™ range, complemented with distinctive themes as well as outfits.

To learn more about Joico LumiShine™, tips and tricks as well as hair trends, we sat down with Joico’s Global Artist Liza Espinoza for a little chat.


Q: What sets Joico LumiShine™ apart from other hair colouring products?

A: I’ll never forget the first time I went to California to do testing and R&D with the chemist for LumiShine™. The first time I saw the results, I could not believe how different it is. We have the ArgiPlex technology which is an arginine complex and it’s incredible. It promises that the hair will be in the same condition, health-wise, when you finish your colour, as it was before you did the colour, if you’re just colouring with LumiShine™.

The shine factor is also key because when people colour their hair over and over again, the hair becomes very matte and flat. With LumiShine™, the hair will be glossy and luminous after colouring.

The fragrance is also important, not only for the client, but for the hair stylist too. The LumiShine™ range comes with a patented technology to curb chemical fragrance. It encapsulates the chemical smell, puts it in a bubble and moves it away. The experience for the client and hairdresser becomes much nicer and more sensual.


Q: How many shades are there in the Joico LumiShine™ range?

A: There are 55 in total. The violets are my favourite. Vivid colours are quite in fashion, but the violets and vibrant reds are a bit more acceptable and you can make them more commercial or consumer-friendly.

Q: Name us some Joico products that would be great for summer.

A: Humidity Blocker from Joico is essential. It’s a light spray that puts a nice seal over the top of the style that keeps it from getting frizzy or fuzzy. The other one is called Hair Shake. You shake it up to keep the components mixed and it’s a clay-to-powder texturiser, so it’s very light. It helps give the hair grit to look a little messy and undone. The Hair Shake gives that separation, volume and texture. It’s really good for getting that beachy, messy kind of hair.


Q: How long have you been involved with the Joico and how has your experience been?

A: It’s been over 20 years. I grew up as an artist and educator at Joico. It’s a wonderful company. I took a couple of years off because my husband and I opened a salon. We met through Joico! It’s a company that is very innovative and supportive of the artists.

Joico helps us to express ourselves while representing who the brand is. I’m very fortunate because I am able to work globally. It’s such an amazing experience. Also, the Joico families around the world have the same foundation, values and core, but in various cultures and countries. It’s been quite a wonderful journey.

Q: How does being an artist influence your flair in hairstyling?

A: Hairstyling is just a medium and I think the most of us that enjoy artistry at this level take it from many areas. I can take inspiration from building structures, interior design, nature. You can see everything translated either to colours or shape and form, and just translated to the medium of the hair. You can go from just the shape of that one ponytail, to something avant garde. It’s very satisfying from a creative soul point of view.


Q: What is trending in terms of hair colour?

A: Our eyes are very used to seeing bright colours everywhere. Now, the matte, cool toned, smokey and ashy colours are very trendy.

The ombre has evolved quite a bit. Instead of two stark shades, there’s now the sombre – soft ombre. Everything is becoming very fluid in hair colour. We’re seeing very soft, beautiful transitions, like the sombre, balayage, colour melting and free hand painting. You can go from dark hair to very light at the ends, but you don’t want harsh lines. You want a soft transition that looks very sophisticated.

Q: What advice would you give before someone gets their hair done?

A: Please get it done professionally. Everybody wants to do it themselves. If you want to get a big change and you’re not sure, ask for a consultation. Sometimes, when you book a slot, the hairdressers don’t know what you want, and you, on the other hand, wouldn’t know what it takes for it to be done. It’s not easy for a big change to happen, especially if you already have hair colour. It’s a transition. It’s also not instantaneous. You don’t want to damage the hair extremely, but you can definitely make changes. The changes don’t have to be huge. Just discuss this with your hair stylist.


Q: What are some top tips to expand the vibrancy lifespan of your new hair?

A: Shampoo less. The least you shampoo, the longer the colour will last. Dry shampoo is amazing if you want to go a little longer. First day hair also doesn’t style well. It’s too soft. If you shampoo everyday, your hair will never be at its full potential. Second day hair is a little dirtier and fuller. If you curl it, it also stays better.

Go as long as you can and use really good colour protecting shampoos and conditioners. All of Joico’s shampoos and conditioners are pH balanced to the hair, so that means it doesn’t raise the alkalinity of the hair. Another tip is to rinse and condition the ends, but don’t shampoo.

Q: As you’ve traveled the world, what have you observed of the transition of trends throughout the years?

A: It’s funny because even within the States, things travel. I can buy clothing in New York that maybe doesn’t get to Chicago for another season. It’s kind of a flow of information and how people take to the trends. However, now with technology, the world is much smaller. I can see from country to country, or continent to continent, there is some continuity to themselves but I also find it weird because I’m seeing the same thing here just like back at home. It’s almost like everyone is picking up on the trends, but how you assimilate them or use them is very individual to the culture or country.


Q: How do you remember the names of the braids you create?

A: I write them down and draw head sheets. I name the technique, not the style because each one is different. The other thing that I do is custom couture, so I individualise my work every time. I may do a similar thing but it’s not going to be the exact same, for the mood, client, hair or face. Now, we’re moving into a lot of knotting.

I have a friend who works for a rope company and I made her bring me examples of ropes to see how they put together the ropes, then I just do it on hair.

Q: What about trends for braids?

A: They’re still trending, but they have evolved. They used to be very tight and edgy, but now it’s very hippie, loose and textural. As hair stylists, we often get bored doing the same thing, so now we use a lot of knotting techniques, tying techniques and roping techniques. Texture is big and the braiding with that gives so much textural movement. I think a lot of it is about texture.


Q: Have you got tips for braiding your own hair?

A: Work in clean sections, because if the sections are messy, the hair is crossed over and you can’t control it. Just make sure your sections are clean and move the hair away. Also, you almost have to train your fingers a bit. Just get used to the feel of controlling the strands. Keep the strands themselves also separated, then it won’t get tangled and look like a hot mess.

Q: What would you say is the biggest hair mistake most women make?

A: Without a doubt, doing hair colour at home. When it comes to hair colour, please go to a professional. The products that they sell in the pharmacy are meant for everyone, so they are much harsher and more damaging. We can make adjustments in the strength and formula to individualise them for everyone. It’s also very hard to get off. The matte flat dyes stick to the hair and if you do go later to get it corrected, sometimes it costs way more than if you just went from the beginning.


Q: What would you say is your favourite braid?

A: I don’t think I have an all-time favourite because it always changes. Having said that, one of the things I really enjoy right now is actually a knot. It’s called a four knot.

Learn more about Joico or the new LumiShine™ hair colour range today.

Carmen Chong
YouTube-obsessed and a beauty junkie at heart. Find her on Instagram: @carthemen