JOICO launches KBOND20 and In A Flash from the amazing Defy Damage family.

What do you get when you combine a legacy of JOICO super-charged hair repair and the power of damage control in a single, extraordinary product? Meet KBOND20, the super-charged masque from Defy Damage. It’s a  brand-new, bond-building treatment that doubles down on technology for 5X stronger* hair. (*Against combing breakage on damaged hair during heat styling).

KBOND20
Part of the award-winning Defy Damage line-up, KBOND20 is the most powerful masque/treatment of JOICO yet, and with a history of performance-driven innovations in the space, this is no foolhardy statement.

True to its brand DNA, starting from K-PAK’s historic 18-time Stylist Choice Award-winning K-PAK Reconstructor (original formula) JOICO continues the legacy of performance with new technology in its latest winning Defy Damage range. KBOND20 promises to deliver remarkable transformative results in a single treatment, including:

• 5X-stronger* hair in one use
• Rebuilds, strengthens and protects** bonds
• Rich hydration
• Instantly detangles
• Normalizes pH
• Color safe
• Animal test free
*Against combing breakage on damaged hair during heat styling.
**Protects hair from mechanical, thermal and environmental damage

Easily Detangles
“I am truly in love with the incredible shine the product gives. It detangles hair easily without waying down even the finest hair – and no doubt, it works very effectively as a bond builder”- Wendy van der Helm, Education Manager JOICO EMEA. 

Defy Damage IN A FLASH
A transformative rinse-out treatment designed to build bonds and fortify hair structure in just 7 seconds. Harnessing the power of Defy Damage technology, this liquid-to-crème formula delivers an instant transformation, making hair stronger* and more resilient against breakage*.

IN A FLASH is the ultimate solution for time-pressed individuals seeking maximum results in minimal time.

Benefits In Just 7 Seconds

• Hair is up to 20x more resistant to breakage*
• Creates bonds and strengthens the hair structure
• Leaves hair silky smooth without weighing down
• Safe for color-treated hair
• Silicone-free
• PETA-certified, Animal-FreeTesting
*Against combing breakage on damaged hair during heat styling.

With Enhanced Bonding Technology and Liquid Keratin, this damage-defying treatment starts building bonds from the first shampoo application, providing unparalleled protection against hair breakage.

No Frizz
“I was one of the first who had the privilege to try this amazing treatment. I have naturally curly and dry hair, which is a challenge for many hair products. When I saw the result of IN A FLASH, I was really blown away: I had wonderful curly definition, no frizz, incredibly silky and shiny hair without it feeling heavy. And the best: The effect lasted, many of my colleagues and friends asked me what I had used on my hair even days after its application. The change was so visible”- Els Philips, Technical Education Manager at JOICO EMEA. 

For more info on the brand visit JOICO here.