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In the early 1970s, Joico founder Steve Stefano was a licensed cosmetologist and owner of a chain of successful salons in Southern California. He was also on a quest for the perfect hair care product: one that could strengthen and beautify. But he could not find a formula on the market that met his expectations. Out of this effort, Joico International was born in 1975 and an exciting discovery was made. Working together, Joico scientists and salon professionals found that keratin protein, the substance that makes up hair's natural fabric, could be used in hair care products, with amazing results. The team refined and developed the material into Triamine Complex. This ingredient became the foundation of all Joico's products and the company became known as the healthy hair company.