Assure Shampoo vs. Joico Colorful Anti-Fade Shampoo Review

Nexxus Vs Joico Comparison | Which Brand’s Shampoo Should I Use For Color Treated Hair?

Do you want to know about Nexxus Vs Joico? Read on to find out! You will also be able to compare the two brands side by side in this article.

Finding a shampoo to suit colour-treated hair is a hard task! After I started colouring my hair, I have faced colour-fading, colour damage and drastic colour changes, because of the shampoos I had used, which was really disappointing, especially after all those costly salon visits to get my colour-treatments done.

When your hair is coloured, you do not just want a shampoo that will help maintain the vibrancy of your hair colour, but you want a shampoo that will also help maintain your hair texture and shine, while cleansing your hair, all at the same time. This is what makes it hard to find colour-treated hair the “right” shampoo.

Over the past few months, I had tried out two shampoos specifically designed for colour-treated hair and found that they were really good products, more so, review-worthy.

So here I am, giving you guys my detailed review about the two shampoos I tried, the Nexxus Color Assure Shampoo and the Joico Colorful Anti-Fade Shampoo.

Nexxus Vs Joico Comparison

Who Is Nexxus?

Nexxus was founded in the year 1979, by Jheri Redding. Jheri’s belief was that if hair is fed with protein, it will grow healthier and stronger. It can bring back life into the hair strands.

The reason why hair needs protein is that our hair is made up of protein and this protein gets depleted over time.

Nexxus Color Assure Shampoo vs. Joico Colorful Anti-Fade Shampoo

Therefore, the products made at Nexxus are made by a team who are experts in “proteomics”. This team does a molecular study about how and which protein is needed for different hair types.

They use ingredients that are made of the finest quality and try to infuse natural products with different types of proteins (like silk protein, keratin, elastin) to make the best ingredients suitable for different hair types like straight, curly, wavy, coily hair.

Nexxus has received over 100 awards from the haircare industry, for developing products based on scientifically proven formulas that deliver salon-quality results, at home!

Who Is Joico?

Joico has been a part of the haircare industry for the past 40 years. At Joico, they believe that the world of beauty revolves around a person’s hair, as it is the crowning glory of every human being.

Nexxus Color Assure Shampoo

They believe that while each person has a different hair type, texture and colour, that makes us uniquely different from each other, we all can still share something in common – “healthy” hair.

Their brand aims at creating salon-worthy products for the public to use which are formulated to maintain, increase and restore hair health, hair shine and hair strength and are thus made with the best quality of ingredients combined together by Joico’s team and a panel of experts.

Melisa Gill, the General Manager at Joico believes that the closest and best way to get to the beauty and haircare community is by meeting the people where they are at – online! This is where Joico sells and promotes their world-renowned products.

Product Overview

 Nexxus Color Assure ShampooJoico Colorful Anti-Fade Shampoo
Top IngredientsSweet almond oil, argan oil, coconut oil, wheat protein, keratin, elastinKeratin, green tea
Main product benefitsMaintenance of colour-vibrancyMaintenance of hair colour
Gentle on the scalpYesYes
Free from harsh chemicalsYesYes
Item formLiquidLotion
Quantity1 litre (33.8 Fl. Oz)300 ml (10.1 Fl. Oz)

Nexxus Color Assure Shampoo Review

Nexxus Color Assure

The ingredients:

See also  Nexxus vs Shea Moisture Comparison 2023 | Which Is Better?

This shampoo contains a lot of effective ingredients for hair care, something that I really liked. It made my hair feel amazing.

Some of the ingredients are sweet almond oil, which is a great ingredient for colour-treated hair as it acts as a protective layer that can protect the hair strands from colour fading.

This shampoo also contains argan oil that helps nourish coloured hair and can help maintain its vibrancy. 

The ingredient coconut oil in this shampoo helps hydrate the hair and can reduce further hair damage. 

The proteins in this shampoo like wheat protein, keratin and elastin help smoothen the hair and nourish them while keeping them away from damage.

The texture of the shampoo:

The texture of this shampoo comes in a thick liquid form, which lathers well into wet hair. I personally like to dilute it with a little water, because it helps me with a smooth application process.

How well it worked on my hair:

I simply loved this shampoo! This shampoo promises long-lasting colour vibrancy and can maintain hair colour even up to 40 washes, it states. Well, did it? Yes, it for sure did.

The ingredients are superb and made my hair feel soft and well-moisturized while the shampoo helped maintain my hair colour without any sort of drastic fading.

The packaging:

I liked the packaging of this shampoo, but it is a huge 1-litre bottle, so it is not too travel-friendly.

It comes with a pump, so that makes it easy to just squirt out as much shampoo you require for each wash.

But the pump once twisted open (which took me a while to figure out how to do so), doesn’t shut back. So, if you wish to take this shampoo on your travels, it leaks out a little.

Joico Colorful Anti-Fade Shampoo Review

Joico Colorful Anti-Fade Shampoo

The ingredients:

This shampoo contains the ingredient keratin which is a great ingredient that acts like a barrier for coloured hair to reduce colour fading and also helps smoothen and moisturize the hair.

The ingredient green tea in this shampoo helps protect the hair colour from getting damaged due to the sun’s rays and can also help strengthen the hair and restore the nutrients that were lost during the colour-treatment process.

The texture of the shampoo:

This was my very first use of a lotion-based shampoo. I just applied a little lotion on my palm and rubbed my palms together. 

Joico Colorful Anti-Fade Shampoo

Well, it didn’t lather too great, but to be fair, I really didn’t know how a lotion-based shampoo is supposed to “lather” either. So I took it at face value and used it on my wet hair.

How well it worked on my hair:

Well, it worked pretty well on my hair. It definitely maintained my hair colour and kept my hair soft and smooth. It didn’t fade my hair colour drastically.

The packaging:

I liked the packaging of this shampoo. The bottle is sleek and super convenient for travel purposes (especially for someone like me who travels a lot).

It also has a cap that flips open and closes quite tightly. So it is secure enough for use when on travel and doesn’t leak out.

Comparison of Joico and Nexxus’ Formula


Both these shampoos contain proteins, which are good ingredients for hair care and hair nourishment. They also contain ingredients that are particularly suitable for protecting and maintaining hair colour as well.

See also  What Herbal Essences Products Are Discontinued In 2023 | The Full List Here!

But overall, the Nexxus shampoo had more number of these ingredients, making the shampoo-ingredient blend stronger than the Joico shampoo, is what I personally felt.

Effectiveness on the hair:

Both these shampoos worked effectively on my hair, in terms of colour maintenance and also to keep my hair soft and moisturized. So I have no complaints regarding either product.

But in terms of maintaining the vibrancy of the hair colour, I’d choose the Nexxus shampoo as I felt it maintained my hair colour vibrancy longer than the Joico shampoo did.

Gentleness on the scalp:

I love that both these shampoos were free from sulfates. Especially since coloured hair goes through a chemical treatment and it already faces damage, a sulfate-infused shampoo is never a good option.

So I am glad that both these shampoos did not contain any sulfates and they felt super gentle on my hair and scalp (which is otherwise sensitive to harsh products) as well.


Well, I’d definitely prefer a liquid-based shampoo, like the Nexxus shampoo, as compared to a lotion-based shampoo, because I much prefer the lathering and foaming effect liquid shampoos produce. But nevertheless, the Joico shampoo wasn’t too bad either.


Both these shampoos had a mild fragrance, which suited me just fine, as I am someone who detests harsh fragrances. After using these shampoos, my hair had a fresh smell once it dried.


I bought both these products from Amazon. I paid $125.77 for the Nexxus shampoo (for a 1 litre bottle) and I paid $39.95 (for a 300 ml bottle) for the Joico shampoo.

Well, both these shampoos were on the expensive side and were quite out of my budget. But since they did a great job and worked effectively on my hair, I’d definitely say they were worth the price.

Is Joico Good For Color Treated Hair

When it comes to choosing the perfect hair product for the needs of those with color treated hair, it can be tricky. Joico is often touted as the perfect choice, but is it really the be-all-end-all hair product for those who have gone through a coloring process? It depends.

In comparison to Nexxus, Joico emphasizes color vibrancy. Its color-lock technology extends the life of any dye job, making sure that you don’t need to rush back to the salon to touch up your hair. It also helps tame frizz and refine the texture of any treated hair, leaving it feeling smoother and silkier.

For those who need extra hydration and nourishment, Joico may be the better option since it packs a punch in a bottle. Their products use nourishing ingredients to help detangle strands and make hair more manageable.

It also offers added volume and shine likely due to their “quadraMine Complex” which features keratin and other minerals to help give hair structure back.

Overall, Joico is a great option for those who don’t want to skimp on color vibrancy, moisture, and nourishment. While it may not be the most budget-friendly option, those with color treated hair will definitely benefit from investing in some Joico products.

Is Nexxus Good For Curly Hair

When it comes to curly hair, some hair products just don’t cut it. The tricky task of maintaining vibrant curls is exceptionally hard, so it is important to make sure that the product you choose caters specifically to your hair type.

If you’re wondering whether Nexxus is good for curly hair, then it certainly can be! Nexxus products formulated with curls in mind come packed with curling-boosting ingredients that soften, protect and add definition to curls.

See also  Is Joico Ice Mist Finishing Spray Discontinued In 2023 | The Complete Story

Used in combination with the right styling tools, Nexxus services can provide the perfect tame to your coils. Their innovative products create a lavish lather and nourish the hair from root to tip, helping to define bouncy locks.

If you have unruly curls and you’re looking for taming benefits, consider trying Nexxus Humectress Reserve Superior Moisture Restoring Creme shampoo. This creamy shampoo is designed to intensely hydrate your locks, for soft and thoroughly conditioned curls.

Pair it with the Conditioner for maximum hydration and definition. Whether you have loose curls, tight spirals, or waves, Nexxus can help you achieve the curly hair of your dreams. With an arsenal of products tailored to soothe, de-tangle and nourish your locks, you can’t go wrong with this brand.

Nexxus offers an array of solutions that provide an extra dose of moisture and protection, ensuring that your curls stay healthy and look their best.

Nexxus Therappe Shampoo Review

Nexxus Therappe Shampoo Review

I recently tried the Nexxus Therappe shampoo and my experience with it was mind-blowing! It did an excellent job of giving my hair a shiny and clean look, while also being gentle enough on my scalp. The shampoo had a pleasant scent and wasn’t too fragranced to overwhelm me.

I could feel my hair becoming softer and more manageable right away. I’m quite particular with my hair care products, so it was nice to know that the Nexxus Therappe shampoo is free of sulfates, gluten and color-safe. It’s also great for the environment because it’s biodegradable, which is always a great bonus.

My favorite part about using the Nexxus shampoo was the lather. It started out with a good amount of suds and lathered up perfectly without effort. After rinsing out the shampoo, my hair felt lightly softened and manageable with an immediate softness that I love.

It seemed to bring my hair back to life as it was much smoother and had a better shine to it. Overall, I’m really pleased with the Nexxus Therappe shampoo and its performance.

It’s one of the best shampoos I’ve used in a long time and it’s quickly become a staple in my hair-care routine.

After using the shampoo along with its matching conditioner, my hair looked and felt healthy, bouncy and lightweight – a huge difference to when I started out. Highly recommended!

Joico Moisture Recovery Shampoo Review

Joico Moisture Recovery Shampoo Review

I love the Joico Moisture Recovery Shampoo! It’s one of my favorite products for restoring moisture and shine to my hair.

Not only does it have a pleasant fragrance, but it’s lightweight and easy to use. After washing my hair with it, it feels softer and more manageable.

It’s like a breath of fresh air for my dry, brittle hair. It’s a great cleanser that doesn’t strip away any natural oils, so my scalp and hair feel nourished after each use. I also appreciate that it has a good lather, which helps me feel like I’m properly cleaning my scalp and strands.

But, it’s not just a cleanser; it’s also a deep conditioner. After rinsing out the shampoo, my hair is left with a smooth, healthy-looking shine. It’s a product that can be used alone, or in combination with other conditioners and treatments.

In comparison to the Nexxus shampoo, I prefer the Joico Moisture Recovery. It’s a more affordable option, provides excellent results, and there’s no need to purchase a separate conditioner.

If you’re looking for a gentle, moisture-rich shampoo, this is the product you’d want to try.

Feature-wise Rating

 Nexxus Color Assure ShampooJoico Colorful Anti-Fade Shampoo
Effectiveness for coloured hair4.3/54.1/5
Scalp and hair gentleness4.4/54.4/5

Summary: What’s my choice?

So to be honest, I wouldn’t mind buying either of these shampoos again, because they both had many parameters where both the brands were at par with each other, like in terms of it being free from harsh chemicals, its pricing, its effectiveness, its fragrance, its pricing etc.

The only reason I would choose the Nexxus Color Assure Shampoo over the Joico Colorful Anti-Fade Shampoo, if I had to buy one of these shampoos again, would be for the ingredients and its liquid shampoo texture, which I personally preferred.

Also Read:

Scroll to Top