HJ joined JOICO along with over 1000 hairdressers from across EMEA, in Milan to celebrate the brand’s 50th anniversary with a spectacular show
On 7-8 October, HJ and over 1000 hairdressers from across EMEA gathered in Milan to celebrate JOICO’s 50th anniversary at the Future Fifty Fest – a spectacular event that paid tribute to five decades of innovation, education, and creativity in healthy hair. From timeless classics to futuristic artistry, the show took guests on a journey through the past, present and future of JOICO.
Celebrating 50 Years of JOICO
Guests entered through a glittering, star-shaped red-carpet entrance which led into a dazzling pre-show area, setting the tone for an unforgettable evening. Once inside, visitors discovered hands-on inspiration as JOICO Senior Creative Artists Ijan Emrus Davies and Paul Watts shared insights into creating social media content that has reached millions, while Senior Creative Colour Artist Katrina Kelly and Creative Colour Artist Daniela Engstrom demonstrated advanced colour techniques and professional tips for getting the most from JOICO colour. Guests also became part of JOICO’s history by adding their photos to a giant mosaic of JOICO founder Steve Stefano, and enjoyed pre-show snacks, drinks, and their own magazine-cover photo moments.
JOICO Future Fifty Fest Show
It was soon time for the main show, and as the curtains opened, the energy was electric. Dancers took to the stage for the grand opening, before hosts Danielle Swartebroeckx, JOICO Head of Education, and Leen Valvekens, JOICO Educator, welcomed professionals from more than 25 countries. The show’s creative concept ‘Past, Present, Future’, told JOICO’s story through hair, fashion, music and film, honouring its roots in Los Angeles while showcasing the evolution of healthy hair innovation through every decade.
As education has always been at the heart of JOICO, the brand’s Confident Classics team – Dan Spiller, David Murray, and Gill Berry – took to the stage first to demonstrate modern interpretations of classic cuts, proving that once you’ve mastered the fundamentals, you can create anything. “Education has always been the heartbeat of JOICO,” said Danielle Swartebroeckx, Head of Education EMEA. “By honouring our heritages, we empower stylists to keep innovating and shaping the future.” We saw precision bobs, graduated bobs, and a wavy butterfly cut, all inspired from the 1975-1985 decade where disco ruled and fashion was fearless.
Next, Bona Jorg, JOICO Creative Colour Artist and Blonde Life Ambassador, took audiences back to 1985-1995, reinterpreting Farrah Fawcett’s glamour and Madonna’s bold blonde ambition with a modern Blonde Life twist. Bona talked the audience through and demonstrated live colour placement to give maximum brightness.
Richard Mannah, JOICO Senior Global Creative Director, was next up, highlighting the 90s to early 2000s supermodel era, channelling Chanel and Linda Evangelista through sleek pixie cuts, glossy waves, the trending 90s blowout, and editorial edge, all to the beat of George Michael’s ‘Freedom’.
After a lively Q&A session with Richard and JOICO Creative Director EMEA Bruno Giamattei, the show shifted into the vibrant Y2K years. Alberto Domenico, JOICO Italy Creative Director, led the Italian Artistic Team in presenting bold, expressive colour and avant garde looks, inspired by the early 2000s, proving that vivid shades remain as fresh and fashion-forward as ever.
As lights dimmed, artist Gendai captivated the audience with an immersive laser performance, a breathtaking fusion of art, light and movement. Returning to the stage, Alberto Domenico and JOICO Senior Creative Artist Sevda Durakan showcased contemporary, client-friendly looks including the modern shag, inspired by 2015-2025 decade and the era of individuality, that embodied today’s JOICO philosophy, ‘innovative products, colour that cares, and always: healthy hair’.
Closing the show, the Marc Antoni Artistic Team, Bruno Giamattei, Dan Spiller, Marcus Giamattei, Tom Ross, and Paolo Giamattei, transported guests into the future with avant garde styles that fused precision cutting, vibrant colour, and visionary textures, all inspired by using AI creatively.
As the grand finale brought all models, artists, and backstage teams on stage, one thing was clear: JOICO’s 50 years are only the beginning. From founder Steve Stefano’s first K-Pak innovation to today’s forward-thinking artistry, JOICO continues to inspire hair professionals worldwide to create, learn, and share the JOI of healthy hair. “Future Fifty Fest was a celebration of everything JOICO stands for: Innovation, artistry, and community,” says Richard Mannah, Senior Global Creative Director. “This milestone reminds us how far we’ve come and how much more is ahead.”
