Defy Damage Protective Shampoo - for Bond Strengthening & Color Longevity

Defy Damage Protective Shampoo

Joico's Defy Damage Protective Shampoo is a gentle hair cleanser tailored to protect hair from daily damage. Its ultra-rich, creamy formula, free of SLS/SLES sulfates, effectively removes dirt, impurities, and buildup without stripping the cuticle or altering the color of color-treated hair.

Its advanced formula incorporates essential protective lipids, which act as a first line of defense against thermal, chemical, styling, and UV damage. The addition of Moringa Seed Oil, a treasure trove of antioxidants, vitamins, and minerals, deeply nourishes and improves hair strength. Arginine, a smart molecule, helps strengthen hair bonds and promote renewal. From the first use, hair is visibly softer, shinier, smoother, and healthier-looking, while being better protected against breakage and maintaining color vibrancy.

Hair types

For damaged, dry or color-treated hair

Advantages

• Provides an ultra-rich lather that gently and thoroughly cleanses hair
• Effectively removes impurities without damaging the cuticles
• Helps rebuild broken hair bonds
• Strengthens hair's resistance to damage
• Protects color for long-lasting tones
• Improves hair's softness, shine, and a healthy look

How to use it

Apply to wet hair and massage into a lather.

Rinse thoroughly and repeat if necessary.

Follow with Joico's Defy Damage Protective Conditioner.

Ingredients and their benefits

• Protective Lipid: Naturally integrated into the structure of healthy hair, a protective lipid acts as a first-line shield. It actively prevents damage caused by heat, chemical treatments, styling techniques, and UV exposure. The effectiveness of this lipid is noticeable from the first use, demonstrating its immediate protective action.
• Moringa Seed Oil: Helps provide shine and softness thanks to antioxidants, vitamins A and E, zinc, and silica, essential ingredients for creating healthy, strong, and damage-resistant hair.
• Arginine: Arginine, a remarkable molecule with both positive and negative binding sites, acts as an intelligent strengthening agent within the hair structure. This dual affinity allows it to create and consolidate inter-chain bonds, thus contributing to hair cohesion and strength. Moreover, arginine actively promotes the renewal of these essential bonds, helping to maintain the integrity and vitality of the hair fiber.
• SmartRelease Technology: At the heart of SmartRelease technology are liposomes, small spherical structures with a double lipid layer, similar to cell membranes. These microcapsules contain a trio of beneficial hair-loving active ingredients (rosehip oil, arginine, and keratin), which they gradually release. This continuous, targeted release ensures prolonged action, even after rinsing and styling.