Product Spotlights

Product of the Week | Joico’s new LUMI10 Natural Copper & Natural Blue Ash Series

November 13, 2023

Colour You Can Count On: NEW LUMI10 Natural Copper & Natural Blue Ash Series


Helmond, the Netherlands – Create stunning copper and cool-brunette looks in a flash with new NC and NBA shades from LUMI10 – The 10-minute permanent hair color from JOICO that delivers 100% gray coverage with up to 2x the shine*. This luminous new lineup of richly pigmented shades delivers dimensional, natural copper and natural blue-ash tones with the same gorgeous LumiShine results you love – all in a fast-processing formula, so you can fill up your book with confidence. No appointment? No problem: LUMI10 puts gray coverage on speed dial.

Color in the fast lane…
Experience in just 10 minutes:

  • 100% gray coverage
  • Concentrated pigments that deliver immediate deposit
  • Long-lasting color
  • Supercharged conditioning polymers nourish and protect color-treated hair for up to 30 shampoos**
  • Leaves hair feeling moisturized, supple, and soft to the touch
  • ALL LumiShine benefits, including up to 2X the shine

Our professional hair color line offers 100% gray coverage and up to 2x the shine* in 10 minutes! Featuring Quick Coverage System: The concentrated dye molecules found in Lumi10 Permanent Crème Color are calibrated to deliver 100% coverage in just 10 minutes when activated by the LUMI10 Accelerator.

*vs. untreated damaged hair

**When followed with K-PAK Color Therapy Shampoo and Conditioner 

Here’s why you’ll love it…
Pre-blended permanent shades, complete gray coverage, healthy-looking LumiShine results, and a 10-minute processing time – LUMI10 has it all covered. Plus, with the addition of NC and NBA shades, you can now nail those natural copper and cooler-than-cool brunette hues in half the time of a traditional permanent color service.

Experience in just 10 minutes:

  • Long-lasting color with 100% gray coverage in 10 minutes
  • Delivers up to 2x the shine*
  • Reduced breakage and restrengthened the hair**
  • 100% replenished hair***

Leaves strands feeling soft and luminous

*vs. untreated damaged hair

**Combing breakage on damaged hair; with K-PAK® Color Therapy™ Shampoo and Conditioner vs. non-conditioning shampoo

***vs. haircolor without ArgiPlex)

Ideal when…

  • Creating dazzling natural copper-blonde and deep natural copper looks (NC series)
  • You want to cover gray and pull off brunette looks without a hint of warmth/brass (NBA series)
  • You need help controlling undesirable brassy tones in brunette hair
  • Sliding more clients into your daily schedule
  • You and your client want a quick color service that helps to minimize contact and time in the chair
  • You want traditional root touch-up results in a speedy service
  • You need fast color options that accommodate those late-arriving clients or unexpected walk-ins

Let’s look inside…
Speed, ease, complete gray coverage, and the dazzling dimension of natural copper and natural blue-ash tones join forces with beneficial ingredients that pamper your strands. LUMI10 brings shine, condition, and reduced breakage – wrapped in an express formula designed to help you expand your color service menu.

  • Quick Coverage System Concentrated dye molecules found in Lumi10 Permanent Crème Color are calibrated to deliver 100% coverage in just 10 minutes when activated by the Lumi10 Accelerator
  • Bond-Building ArgiplexArgiPlex helps to protect hair and reduce breakage* in every single treatment. ArgiPlex contains Arginine, a naturally occurring amino acid crucial to hair’s strength
  • Supercharged ConditionerFormulated with a high concentration of our signature conditioner to nourish and protect color-treated hair for up to 30 shampoos,** sealing in moisture & shine.
  • Quadramine ComplexOur exclusive blend of low molecular weight and size proteins (MWS 150-2500) adhere quickly to help reconstruct from cuticle to cortex.

*When followed with K-PAK Color Therapy Shampoo and Conditioner 

**Against combing breakage on damaged hair vs. non-conditioning shampoo 

Dedicated LUMI10 Accelerator
Put the pedal to the metal with the Lumi10 Accelerator, pumped up with an extra .6% of peroxide (compared to the traditional 20 Volume Developers). The result? When used with Lumi10 Permanent Crème Color it delivers super-fast and complete coverage in just 10 minutes. 

This fast-acting range of rich and deeply pigmented shades offers long-lasting color, designed to increase your creativity and efficiency with speedy results. Last-minute walk-in with gray hair? No problem! LUMI10 10 is here to help you and your clients reach your full-coverage poTENtial.

NEW LUMISHINE LUMI10 COLOR NC & NBA Shades are available as of April 2023. For more information about JOICO or the #lumishine collection go to #colorjoi


JOICO, a division of Zotos, Inc., and part of the Henkel Beauty Care Professional division has been leading the healthy-hair revolution since 1975 and together with the latest innovations in hair care creating beautiful, healthy hair to lift your soul and inspire confidence. “Joi” is not only in our name, it runs through everything we do and every product we make. Each and every one of our product innovations are created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. Sharing the “’JOI’ of Healthy Hair” is more than just a promise, it’s a guarantee. For more information please visit

About Henkel

Henkel operates globally with a well-balanced and diversified portfolio. The company holds leading positions with its three business units in both industrial and consumer businesses thanks to strong brands, innovations and technologies. Henkel Adhesive Technologies is the global leader in the adhesives market – across all industry segments worldwide. In its Laundry & Home Care and Beauty Care businesses, Henkel holds leading positions in many markets and categories around the world. Founded in 1876, Henkel looks back on more than 140 years of success. In 2018, Henkel reported sales of around 20 billion euros and adjusted operating profit of around 3.5 billion euros. Henkel employs around 53,000 people globally – a passionate and highly diverse team, united by a strong company culture, a common purpose to create sustainable value, and shared values. Asa recognized

leader in sustainability, Henkel holds top positions in many international indices and rankings. Henkel’s preferred shares are listed in the German stock index DAX. For more information, please visit