In a monumental year marking their 50th anniversary, JOICO is thrilled to announce actress, singer, and entrepreneur Kate Hudson as their first-ever Global Celebrity Spokesperson. Known for its dedication to healthy hair innovations, JOICO is set for an extraordinary season of celebration with Hudson joining their joi-ful family. This exciting partnership reflects JOICO’s continued commitment to bringing joy and healthy hair to everyone, everywhere.
Known for its legacy of product performance and the joi(e) de vivre it brings to hair enthusiasts worldwide, JOICO’s 50-year history is one of continuous innovation and dedication to healthy hair. The campaign with Hudson, titled “Redefining healthy hair. Since forever,” will highlight JOICO’s trusted heritage in salons and its commitment to delivering real results. 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 co-starred with Mark Wahlberg in “Deepwater Horizon,” “Marshall,” opposite Chadwick Boseman and Sterling K. Brown and was nominated for a Golden Globe for her performance in “Music.
Launching in February 2025 and continuing through the end of the first quarter of 2026, the campaign will prominently feature Hudson across all digital mediums, including social media, print, and in-store advertising and merchandising for the brand’s global markets. The creative concept, filmed on location in Southern California, captures Hudson’s innate playfulness in a series of “joi lessons” that provide a glimpse into how she finds “joi” in her everyday life.
This campaign aims to place JOICO front and center for at-home consumers while also engaging with the professional hairdresser community. From new product launches to hero products, the campaign and partnership with Hudson offer something for everyone, new and old, to the joi of healthy hair.
Find your joi at joico.com and follow JOICO on social media for all things JOICO + Kate Hudson.
