Mocha Magic Meets Luxe Blonde

If you’re craving hair that radiates with shine and color, Joico LumiShine Mocha and Natural Beige permanent crème colors are your next must-have. Whether you’re a brunette seeking rich, warm chocolate hues or a blonde desiring a neutral beige tone, these new shades are designed to create head-turning results. They also provide 100% gray coverage, ensuring a flawless finish.

The Mocha series is perfect for adding a luxurious caramel or mocha latte hue to brunette hair, while the Natural Beige shades deliver a balanced, neutral tone that beautifully neutralizes warmth in both blonde and brunette styles. Best of all, these shades are intermixable, giving stylists endless possibilities to create customized looks.

In addition to vibrant color, Joico LumiShine’s REPAIR+ formula works hard to restore and protect your hair. With bond-building ArgiPlex™ Technology and the nourishing Quadramine® Complex, your hair stays healthy, strengthened, and vibrant for up to 30 shampoos. Expect up to 2x the shine, reduced breakage, and replenished hair with every application.

Perfect for salon use, Joico LumiShine is low-ammonia formula and gentle on hair, offering a smooth, consistent application whether you prefer a bottle or brush technique. PETA-certified and free from animal testing, this is the crème color for a long-lasting, beautiful finish.