Now with the world-renowned hair care brand, Joico partnering with Brazilian colorist and “King of Color,” Denis de Souza, is set to bring his passion and international eye for color and luxe techniques to the brand and an even larger audience. Devoted to his celebrity clientele, De Souza became known as the innovator of the ultra-natural coloring technique resulting in effortlessly exotic, sun-strewn strands. His most recent and celebrated technique is his updated Ombré that he likes to call the “Sombré.” “I call it this because it’s really a ‘softer ombré‘ – there are lovely highlights that start 2 inches from the natural-color roots, gradually going lighter towards the ends . There’s not such a stark or abrupt contrast in color as with the ombré we’ve come to see so much of. This is updated, it’s modern. It’s very wearable, soft, chic and relaxed all at once,” says De Souza. His custom looks, as seen on Kate Mara, Olivia Wilde, Zoe Saldana, Mila Kunis, Rachel Bilson, Nicole Richie, and Lucy Hale among others, will continue to set trends that remain on the forefront of hair, alongside Joico.

De Souza’s passion for hair color and preservation, coupled with his ability to cultivate creative techniques align seamlessly with Joico’s philosophy and line of innovative products. His exquisite talent has gained him incredible bicoastal work experience at some of West Hollywood and New York’s top salons, including Andy Le Compte and Serge Normant. As a loyalist of Joico for years, De Souza is eager to take his adoration of the brand to the next level with this colorful collaboration. De Souza’s expertise and years of knowledge will be put to good use over the next few years: throughout this great partnership, Joico will tap into his expertise for new product testing and development, new techniques and color application innovations that will keep Joico at the forefront in color.

Here are some the latests video's and tutorials by Denis and the Joico LumiShine movement.