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THE DIFFERENCE

JOICO - THE leader in hair reconstruction

A single healthy hair will break at a force of 100 grams – meaning a rope made from the hair of an average person’s head would be strong enough to lift 10,000kg! However, unlike other body parts such as skin - which is able to heal itself - the human body is not able to fix hair when it becomes damaged.

Certain hair care products focus on the surface of the hair, giving it a cosmetic look and feel. This is an easy way to make hair look good, but only benefits hair for a very short time.

The difference with JOICO is that we use our understanding of hair DNA. With this understanding we created a unique technology to actually fix the damaged hair, by offering the exact replacement required!

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Let's take a closer look

The layers in human hair:
  • Medulla - core of the hair, a hollow tube, sometimes not present at all
  • Cortex - most of the hair’s mass, giving the hair strand its strength and elasticity
  • Cuticle - outer and strongest layer of the hair, protecting the hair cortex from damage!
The human hair structure:
  • 80-85% of hair is Keratin Protein,
  • The amino acids are joined to each other
  • The long chain of amino acids is called a polypeptide or protein chain
  • The polypeptide chains are intertwined around each other in a helix chape that provides hair with its structure
  • There are approximately 30 polypeptide chains that build hair keratin
INTERESTING FACT: Other non-protein hair composition:
10-15% moisture, 5% lipids, pigments,
carbohydrates, minerals and vitamins.
 
DID YOU KNOW THAT? People with blonde hair have an average of 140.000 hairs, brunettes 110.000, black 108.000 and red heads 90.000?

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BIO-ADVANCED PEPTIDE COMPLEX ™

Our breakthrough patent-pending innovation “reconstruction through replicating the DNA of human hair” New studies in hair DNA research: A few years ago, all human genes have been identified and classified – also hair DNA
  • Hair keratins have been studied and understood: Out of the 30 polypeptide chains, the ones containing the peptides beginning and/or ending with Cysteine or Arginine are responsible for hair its strength
  • When hair gets damaged, it is also these peptides (beginning and/or ending with Cysteine or Arginine) that get depleted the most resulting in weak, brittle hair

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BIO-ADVANCED PEPTIDE COMPLEX ™

Our breakthrough patent-pending innovation Bio-Advanced Peptide Complex™: The technology of the future – a new generation in reconstruction
  • This is lab-perfected to mimic the exact peptides needed to optimally repair and protect the most damaged parts of the hair
  • Each peptide has active positively-charged amino acid Cysteine or Arginine at the end or beginning
  • These targeted peptides are so perfect, they can penetrate deep into the hair and anchor to the most damaged sites by creating a “molecular band-aid” to give ultimate reconstruction and strength that last for 25+ shampoos, preventing future damage
  • It is globally compliant, patent-pending and uniquely different to anything else on the market with patent protection for 20 years
CONCLUSION: Ultimate reconstruction can only be guaranteed with the knowledge that the focus needs to be on the reproduction of the peptides beginning and/or ending with Arginine or Cysteine as they are most depleted.
 
DID YOU KNOW THAT? Bio-Advanced Peptide Complex™ provides the most ultimate and effective, long-term, targeted reconstruction ever imagined.

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OUR HERITAGE

Quadramine Complex™ - Still present in our products JOICO, the first company to:
  • Recognize the efficiency and importance of utilizing 19 amino acids found in human hair keratin protein
  • List molecular weights and size combinations (MWS 150-2500) on its product packaging since the correct molecular weight combination is crucial to repair hair damage and to complete the hair reconstruction
    • Keratin Protein MWS 150: penetrates the hair through the cuticle and all the way through the cortex close to the medulla
    • Keratin Protein all MWS in between 150-2500: penetrates and targets reconstruction within the cortex
    • Keratin Protein MWS 2500: penetrates and repairs the hair’s cuticle

The hydrolyzed keratin protein with MWS 1800-2500 has been positively charged, giving the proteins the ability to adhere even more strongly to the surface and the damaged (negative) sites of the cuticle.

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OUR HERITAGE

Quadramine Complex™ - Still present in our products

Our Quadramine Complex™ technology is composed out of hydrolyzed wool keratin protein with MWS 150-2500, containing all essential amino acids present in human hair.

The process of hydrolysis means the wool protein is chemically broken down into a variety of amino acid chains, still containing all 19 amino acids. However, this procedure can not give us exact control where the protein chains will be broken and which amino acids will be at the beginning or end of each chain. The sequence of the amino acids is random.

Today, bio-engineers can create human hair-identical peptides from single amino acids. This is no longer random. These peptides will offer the ultimate repair to the most damaged sites of the hair.

BENEFITS:
  • Rebuilds the hair’s interior structure by penetrating the cortex quickly and thoroughly for optimum reconstruction
  • Adheres quickly and effectively to the cuticle for maximum protection
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