Joico Celebrity Spokesperson Kate Hudson with the KBond20 Power Masque from Joico’s Defy Damage collection.
LOS ANGELES, CA (LA ELEMENTS) 2/17/2025 – We can reveal that the Joico team has had a crush on actress Kate Hudson since, well, always. So it’s no wonder that in honor of their 50th year of providing luxury hair care, Joico would turn to the former Oscar nominee (Almost Famous) as their Global Celebrity Spokesperson. Hudson heads the campaign, “Redefining healthy hair. Since forever.”
The beauty collab with Hudson launches this month and will run through the end of the first quarter of 2026. The actress’s innate sense of fun will be front and center of the campaign’s concept, “Joi Lessons with Kate Hudson.” A concept that not only illustrates the brand’s take on “finding joi” with authenticity and style, but gives us a glimpse into Hudson’s world and how she finds “joi.” The campaign will run in all digital mediums as well as print and in store advertising and merchandising for North American markets. A trusted name among some of the most exclusive salons in the country, Joico is making their elite hair care products more accessible to beauty addicts everywhere via Ulta.
Joico’s Defy Damage Collection
Wondering where to start with the Joico line? The Defy Damage Collection deserves special mention. These products work to protect the melanin in hair from the UV rays of the sun so that the amino acids, peptides and proteins vital for healthy hair are preserved. The Defy Damage Collection includes the following:
- Defy Damage KBOND20 Power Masque
- Joico’s most powerful bond builder in the Defy Damage collection.
- Builds & protects hair bonds while providing rich hydration.
- Delivers transformative results after a single use.
- More info here- Defy Damage KBOND20 Power Masque – Joico
- Defy Damage Shampoo
- Great for those who are partial to color services and use heat styling tools
- Protects hair from UV exposure and environmental pollution
- Defy Damage Protective Shield
- 4x more resistant to breakage during heat styling
- Protects against color fade
- Leaves hair soft, shiny, and healthy looking
Other products we know you’ll love from Joico are:
- Power Spray
- Joico’s top selling styler
- Firm finishing spray that will keep your hair style in place
- Weekend Hair
- Dry Shampoo for all hair types
- Instantly absorb excess oil at the roots
- Gives light volume and texture
About Kate Hudson
Kate Hudson is a Golden Globe Award winner and Academy Award-nominated actress, singer/songwriter, producer, entrepreneur, and bestselling author. She is best known for her roles in Almost Famous, How to Lose a Guy in 10 Days, and Bride Wars, which she also produced. She was part of the all-star ensemble of the global smash hit, Glass Onion: A Knives Out Mystery, streaming on Netflix. Kate’s critically acclaimed debut album, “Glorious”, was released in May 2024 and the Deluxe Edition of the album is available now. She will star in the upcoming Netflix series, Running Point, which premieres in February.
Hudson’s performance in Max Minghella’s Shell, which had its World Premiere at the Toronto Film Festival, garnered rave reviews and she stars opposite Hugh Jackman in Craig Brewer’s upcoming musical drama, Song Sung Blue, for Focus Features.
In 2013, Kate co-founded Fabletics, a global lifestyle brand centered on inclusivity and community. She continued to expand her wellness empire with her new line of all-natural holistic nutritional supplements, INBLOOM, introduced in 2020. For more information on Kate Hudson please visit katehudson.com.
About Joico
Joico, a Henkel brand, has been leading the healthy-hair revolution since 1975. “Each and every one of our product innovations are created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. Sharing the “’JOI’ of Healthy Hair” is more than just a promise, it’s a guarantee.” For more information, please visit their site.
About Henkel in North America
Henkel’s portfolio of well-known brands in North America includes Schwarzkopf® hair care, Dial® soaps, Persil®, Purex®, and all® laundry detergents, Snuggle® fabric softeners as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales close to 6.6 billion US dollars (6 billion euros) in 2023, North America accounts for 28 percent of the company’s global sales. Henkel employs around 8,000 people across the U.S., Canada and Puerto Rico. For more information, please visit www.henkel-northamerica.com.
About Henkel
The business unit, Adhesive Technologies, is the global leader in the market for adhesives, sealants and functional coatings. With Consumer Brands, the company holds leading positions especially in laundry & home care and hair in many markets and categories around the world.
The company’s three strongest brands are Loctite, Persil and Schwarzkopf. In fiscal 2023, Henkel reported sales of more than 21.5 billion euros and adjusted operating profit of around 2.6 billion euros. Henkel’s preferred shares are listed in the German stock index DAX. Sustainability has a long tradition at Henkel, and the company has a clear sustainability strategy with specific targets. Henkel was founded in 1876 and today employs a diverse team of about 48,000 people worldwide – united by a strong corporate culture, shared values and a common purpose: “Pioneers at heart for the good of generations.” More information at www.henkel.com.
All photography courtesy of Heather Hazzan for Joico.
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