Hair is warm, layered, luminous and full of depth.
Published:Warm, glossy colour is taking centre stage for 2026 as JOICO unveils its latest trend campaign, Glow Warm. A celebration of luminous tones, healthy shine and personalised colour services.
From strawberry blondes and fiery coppers to rich mocha brunettes, the trend is all about creating multi-dimensional colour with depth, softness and radiance. Designed to enhance both tone and texture, Glow Warm champions bespoke colour that looks glossy, healthy and effortlessly wearable.
According to JOICO, warm tones are becoming increasingly popular with clients looking for colour that feels luxurious yet natural. Gold-infused blondes, glowing reds and rich brunette shades are all part of the movement, bringing added shine and vibrancy to every service.
To create the look, JOICO is spotlighting its professional colour portfolio, including Blonde Life for clean, luminous lifting, LumiShine for glossy demi-permanent colour with added depth and shine, and Color Intensity for bold, statement shades. Vero K-PAK also remains a key choice for bespoke colour creation and grey coverage.
“By adding warmth to the hair, we instantly add shine and gloss. Blondes glisten, brunettes look richer and the hair immediately appears healthier. Clients really notice how flattering warm tones are against the skin,”
– Bona Jörg, JOICO Creative Colour Artist EMEA and Blonde Life Ambassador for Europe.
Healthy-looking hair remains central to the trend, with JOICO placing strong emphasis on hair repair and condition alongside colour performance. The brand’s K-PAK Hair Repair System is positioned as the ideal foundation for achieving luminous colour results, helping to reconstruct and strengthen damaged hair before and after colouring services.
JOICO ICE Member and Next Gen Member Valentina Malta says healthy hair is essential for achieving premium colour results in salon. “Nothing looks better than healthy, shiny hair,” she says. “I always use the JOICO K-PAK Hair Repair System to ensure colour looks vibrant, glossy and fresh from the salon.”
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The Glow Warm trend also highlights the versatility of warm shades across every colour category, from champagne and peach blondes to terracotta reds, hazelnut brunettes and deep mocha tones.
“There’s a tone and a technique for everyone. From subtle toning services to balayage, highlights and full global colour, warm shades are a beautiful way to create glow, shine and dimension,”
– JOICO Creative Director EMEA Bruno Marc Giamattei.
Learn more about adding warmth and radiance to every hair colour with our JOICO Glow Warm article by Bona Jorg, JOICO Creative Color Ambassador & Blonde Life Ambassador.
You can also go behind-the-scenes at the campaign by following on Instagram @joico_uk.
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