As of 1 April 2021, Twincare International will be the new owner of professional hair brand, Joico South Africa.
Says Twincare CEO, Stav Dimitriadis: “We are constantly trying to build up Twincare and always on the lookout for brands. Joico is a very successful professional brand, although perhaps not that well known in the consumer market. By purchasing Joico, it opens up additional opportunities for us. Joico has a very experienced and motivated team, who will be staying on and moving to the Twincare head office in Johannesburg.”
As to how Joico fits in with all the other Twincare professional hair brands, which include TIGI, Paul Mitchell, Kevin Murphy, Biosense, Moroccanoil, SO and Olaplex, among others, Dimitriadis notes that Joico comes in at a slightly different price point and has its own unique philosophy.
Two years ago Dimitriadis approached Heather Miller with an offer to purchase Kevin Murphy and Joico, but Miller was not ready to sell Joico at that time. “Heather is now retiring, so this is an excellent time for Joico to join Twincare,” explains Dimitriadis. “I would like to thank Heather, Pam Morrison and their team for the fantastic job they have done in building the magnificent Joico brand. We welcome the Joico team to our family.”
Miller and Morrison say: “It is with mixed feelings that we announce the sale of Joico to Twincare International. We have spent 39 years in this beautiful industry, of which 21 years to the day was the building of two beautiful brands. We have made many lifelong friends during these times. However, we have now reached a point in our lives where we want a change of pace. As difficult as it is letting go, we feel comfortable in handing over the next era of the Joico story to Stav Dimitriadis and Twincare International. Twincare not only has 50 years’ experience in the industry, but has built some of the most successful professional brands in South Africa. We wish Twincare all the success in the future.”