Joico, the iconic haircare brand known for its commitment to healthy hair, is celebrating a major milestone: 50 years of beauty innovations.

To mark this special occasion, the brand has announced actress, singer, and entrepreneur Kate Hudson as its new Global Celebrity Spokesperson.

Golden Globe winning Kate joins Joico for a campaign centered around the theme Redefining Healthy Hair. Since Forever. The collaboration, which launches in February 2025, will run until early 2026, with Hudson featured in global digital, print, and in-store advertising – predominantly across North America.

Filmed in Southern California, the campaign embraces Hudson’s playful spirit, showcasing her authentic, easygoing style in a series called “Joi Lessons with Kate Hudson.” Viewers will get a glimpse into Hudson’s world as she shares how she finds “joi” in her daily life.

Joico’s 50th anniversary campaign will shine a spotlight on both new product innovations and fan favorites. Whether you’re a longtime fan or new to the brand, there’s something for everyone in this exciting new chapter.

Happy birthday Joico – here’s to another 50 years!

Discover your joi at joico.com.au and follow Joico’s social media channels for updates on the campaign.