Brazilian, celebrity colorist Denis de Souza is partnering with Joico for color and luxe techniques.

“I’ve been using Joico products ever since I remember, which is a true testament to the brand’s ability to remain timeless and relevant,” de Souza says.

Joico hopes that de Souza will motivate, innovate and transform the brand. “Denis will be instrumental in developing new innovations tailored for today’s colorist, around the latest trends people want from their professionals,” says Valerie Robinett, Joico’s director of public relations.

De Souza has innovated an ultra-natural coloring technique for effortlessly sun-kissed strands. His skills have been put to work on the tresses of Kate Mara, Olivia Wilde, Zoe Saldana, Mila Kunis, Rachel Bilson, Nicole Richie and Lucy Hale, among others. 

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