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Joico

Joi Whip Firm Hold Design Foam

Styler / Mousse, strong-hold

  • Styler
  • mousse
  • foam
  • Sulfate-free
  • Silicone-free
  • Strong hold
  • Cruelty-free · PETA-listed
Size10.2 fl oz
Price$20–23commonly seen · 10.2 oz
Price / oz$2.26/ozat 10.2 oz
Where to buy4 stores · $17.09–23.00

Add it to your products. We’ll tell you if it’s ever recalled.

Scent:

The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.

Listing used for research: ulta.com

Personal fit

Is this right for you?

Complete the consultation to see how well this product fits your hair and your goals. With 6,000+ products in our library, we can match you to the right ones.

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Priced with its peers

$2.26/oz at 10.2 oz, less than 56% of the 201 mousses , which mostly run $1.54–4.14/oz. The cost less.

Price and stores

Great for

Protein-hungry hairthat stretches and stays stretched when wet
Maximum slipfor hair that tangles the moment it is wet
Curly-method routinesno sulfates and no water-insoluble silicones
Curl definitionfilm formers hold a clump together
Fine hairthat flattens under most products
Silicone-free routinesno silicones appear in the list

Maybe skip if

this product has a scent
Protein-sensitive hairthat goes stiff or straw-like on protein
Soft, touchable finishesthe brand states a firm hold
Aerosol avoidancethis is a pressurised can
Picking it up locallywe’ve only seen it sold in one channel

Whether this hold suits you depends on your density, porosity and how long your style needs to last. The consultation works that out.

What the formula actually does

Read from the label, not the marketing

Each row says where it comes from: F means we derived it from this product’s own ingredient list, S means it is a claim the brand makes that the formula neither confirms nor contradicts.

Hold (as stated) Strong

A strong hold, as stated by the brand.

Hold system Synthetic polymer

Synthetic hold polymers, the firmest kind of hold.

Cast risk Unlikely

Softening ingredients sit alongside the film formers, so a hard shell is unlikely.

Weight on the hair Light

Water-first and light: unlikely to flatten fine hair.

Oil absorption None

No absorbent powders or starches.

Oils and butters Present, lower down

Oils are present, but low enough to be a finishing touch.

Fast-drying alcohol None

No fast-drying alcohol in the list.

Needs detergent to remove No

Nothing here needs a detergent wash to remove.

Fragrance Present

Fragrance is listed; it sits below the working ingredients.

from the formula stated by the brand reported by reviewers Scale: 1 dot low · 5 dots high, within this product type.

Ingredients that matter

The ingredients that change a decision

The workhorse ingredients, plus anything lower down that changes a decision. The chips name what an ingredient does. They are not safety scores, and no ingredient here is rated good or bad on its own.

IngredientWhat it doesWhy it mattersChip
WaterWater/Aqua/Eau solvent The base everything else is dissolved in Neutral
Butane propellant Pushes the product out of the can Neutral
Polyquaternium-11 film former Lays down the film that holds a shape Detangles
Propane propellant Pushes the product out of the can Neutral
VP/VA Copolymer film former Lays down the film that holds a shape Holds
Pentapeptide-29 Cysteinamide protein Firms up soft, over-stretchy hair Protein
Pentapeptide-30 Cysteinamide protein Firms up soft, over-stretchy hair Protein
Tetrapeptide-28 Argininamide protein Firms up soft, over-stretchy hair Protein
Tetrapeptide-29 Argininamide conditioning agent A supporting conditioner Protein
Hydrolyzed Keratin film former A supporting film former Protein
Cocodimonium Hydroxypropyl Hydrolyzed Keratin conditioning agent Adds slip, lower in the list Protein
Diazolidinyl Urea formaldehyde releaser — Stabilizes
What the list leaves out, and what it carriesNo sulfates, silicones, or drying alcohols. Protein-forward: a strengthening formula, not a moisture one. Contains fragrance. Pressurised aerosol.
Full ingredient list (17)

In the US, ingredients above 1% are listed from most to least. Below 1% they can appear in any order. Each note keeps three things apart: what the ingredient generally does, its role in this type of product, and what its position can tell you.

  • 1 Water · Water/Aqua/Eau
    General function

    The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    • solvent
  • 2 Butane
    General function

    A pressurised gas that pushes an aerosol out of the can and evaporates immediately.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    PubChem
    • propellant
  • 3 Polyquaternium-11
    General function

    A styling and conditioning polymer that adds light hold and shine, common in mousses and setting sprays.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    May suitCurls or waves needing flexible hold

    Cationic polymers hold a curl loosely and stay soft, which is why they turn up in definition products rather than firm-hold ones.

    May suitFrizz-prone, damaged, or high-friction hair

    A cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.

    May suitMaximum-hold styling

    Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.

    • film former
    • polymer
    • conditioning agent
  • 4 Propane
    General function

    An aerosol propellant, usually blended with butane to set the spray pressure.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    PubChem
    • propellant
  • 5 VP/VA Copolymer
    General function

    A hold polymer that dries to a clear film. It sets the style and washes out with water.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    May suitClimate-sensitive or frizz-prone hair

    A set polymer film is a physical barrier to humidity, so a style keeps its shape longer in damp conditions.

    May suitMaximum-hold styling

    Synthetic film formers dry into a continuous film, which is what holds a shape against movement and against humid air.

    DependsBuild-up-sensitive routines

    Some acrylate copolymers rinse with water and some need a detergent; the label alone does not say which one a formula used.

    • film former
    • polymer
  • 6 Pentapeptide-29 Cysteinamide
    General function

    A short synthetic peptide designed to bind to hair, used in bond-repair positioned products.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    • protein
  • 7 Pentapeptide-30 Cysteinamide
    General function

    A short synthetic peptide designed to bind to keratin, used in repair-positioned formulas.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    • protein
  • 8 Tetrapeptide-28 Argininamide
    General function

    A short synthetic peptide used in repair- and strength-positioned products.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    • protein
  • 9 Tetrapeptide-29 Argininamide
    • conditioning agent
    • protein
  • 10 Hydrolyzed Keratin
    General function

    Fragments of the same protein hair is made of. They fill gaps on damaged strands and make hair feel firmer for a few washes.

    Secondary ingredient

    Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.

    May suitFrizz-prone, damaged, or high-friction hair

    Filling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.

    May suitMaximum-hold styling

    Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.

    May suitVery dry or highly damaged hair

    Size decides where it goes. In fibre testing, fractions around 221 and 2,577 Da reached the cortex while a 75,440 Da fraction stayed on the surface. A label prints the name, never the size, so a protein line is a claim about the ingredient rather than about the depth.

    International Journal of Cosmetic Science
    • film former
    • protein
    • hydrolysed protein
  • 11 Cocodimonium Hydroxypropyl Hydrolyzed Keratin
    General function

    A protein given a positive charge so it deposits where hair is damaged. It conditions and adds temporary firmness in one ingredient.

    Secondary ingredient

    Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.

    May suitFrizz-prone, damaged, or high-friction hair

    A cationic conditioning agent: it binds to the damaged, negatively charged parts of the cuticle and lowers combing friction there.

    May suitMaximum-hold styling

    Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.

    May suitVery dry or highly damaged hair

    Hydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.

    • conditioning agent
    • film former
    • protein
    • hydrolysed protein
  • 12 Aleurites Moluccanus (Kukui) Seed Oil · Aleurites Moluccana Seed Oil
    General function

    Kukui nut oil - a light oil used for softness on fine textured hair.

    Secondary ingredient

    Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.

    May suitDry, coarse, or high-porosity hair

    Coats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.

    May suitFrizz-prone, damaged, or high-friction hair

    A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.

    • oil
    • emollient
  • 13 Steareth-21
    • emulsifier
  • ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
  • 14 Diazolidinyl Urea
    • formaldehyde releaser
    • preservative
  • 15 Cocamidopropyl Betaine
    General function

    A mild coconut-derived co-cleanser that boosts foam and softens the effect of stronger detergents. It appears in most shampoos, gentle or not.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitDry, coarse, or high-porosity hair

    Mild cleansing leaves more surface lubrication in place on hair that dries out quickly.

    May not suitBuild-up-sensitive routines

    The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.

    DependsVery dry or highly damaged hair

    Among the mildest detergents in use — it is what baby shampoos are built on — but it is almost always the second detergent in a formula. How much a wash strips is still decided by the primary detergent listed above it.

    Indian Journal of Dermatology
    • amphoteric cleanser
    • secondary cleanser
    • cleanser
  • 16 Limonene
    General function

    A citrus-smelling fragrance component that EU rules require to be named separately because some people react to it.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May not suitFragrance-sensitive routines

    One of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.

    PubChem
    • fragrance
    • named fragrance allergen
  • 17 Fragrance · Fragrance/Parfum
    General function

    An undisclosed blend of scent ingredients. Regulations let it stay unlisted, so a fragrance-free product is the only way to be certain what is not in it.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May not suitFragrance-sensitive routines

    Declared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.

    • fragrance
    • declared fragrance

What the whole list adds up to

  • 6 proteins
  • 4 film formers
  • 2 propellants
  • 2 polymers
  • 2 conditioning agents
  • 2 hydrolysed proteins
  • 2 fragrances
  • 1 solvent
  • 1 conditioning agent
  • 1 oil
  • 1 emollient
  • 1 emulsifier
  • 1 formaldehyde releaser
  • 1 preservative

Ingredient list captured 2026-10-01. Formulas change, so check the package in your hand when an ingredient matters to you.

Price · 10.2 oz

Commonly seen $20–23 Midpoint $23 · 3 stores · checked Oct 22
Good value under $16 Under $1.56/oz it costs less than three-quarters of the 8 products we score as doing the same job

Priced above the products that do the same job. Stores sell it above the $16 line; products that do this job typically go for about $28 at this size.

Show the price ladder
Where we’ve seen it5 listings · 4 stores

10.2 ozusual store sizeBest per ounce

  • ShopSimon
    $17.09
    10.1 oz · $1.69/oz
    Oct 22Lowest per ozSale · was $24.99
  • Ulta
    $23.00
    10.2 oz · $2.25/oz
    Aug 27
  • Ulta Beauty
    $23.00
    10.2 oz · $2.25/oz
    Oct 22
  • Macy's
    $23.00
    10.2 oz · $2.25/oz
    Oct 22
  • Ulta
    $23.00
    Aug 25

Sorted by price per ounce. Dated observations from our research, not live prices. Direct store pages, no affiliate links. We don’t sell this product.

How we work this out
  1. 10.2 oz is the size stores list most often; every comparison on this page is made at it. Other sizes are shown in the Sizes row and the store list.
  2. Commonly seen is the middle half of current prices for the 10.2 oz at recognised stores. We leave out the cheapest and most expensive quarters, so one sale or one overpriced listing can’t move it.
  3. Good value under $16 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.56/oz; at 10.2 oz that is $16. Under that line you are paying less than most of them.
  4. About $28 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 10.2 oz.

Formula

Formula score
9 of 10

The formula carries the systems a mouss is built around, and it sits in the middle of the range for mousses per ounce.

How the score is counted
  • 3 products we score as doing the same job cost less per ounce
  • Costs less per ounce than 56% of the 201 mousses we’ve priced
  • Covers 5 of the 6 things a mouss should do
  • Reviewers mention 2 things they like about how it performs
  • A hold systemThe polymer, gum, or wax that holds the shape.3 pts
  • Softeners alongside the holdWhat keeps a film flexible instead of brittle.2 pts
  • No drying alcohol in the first threeFast drying without leading on alcohol.2 pts
  • A humectantBinds water into the hair.1 pt
  • A humidity claim with a mechanismThe claim has a film former or silicone behind it.1 pt
  • Fragrance kept out of the top eightScent as a finishing touch, not a major share.1 pt

The formula score measures completeness for the job: a weighted share of the systems this product type is usually built around that we find in this list. It does not rate how well the product works or its quality, and it never compares across product types.

Does the same job, for less

Formulas that do the same things (cleanse, condition, coat or hold) for less per ounce. Scent, texture and where you buy them can still differ.

John FriedaClosest function Kickstarter Thickening Mousse $1.33/oz $0.93/oz less
  • Curly method
  • Lightweight
  • Silicone-free
Function
  • Oils and butters
  • Protein
  • Cast risk
Also
  • Drugstore tier
  • 7.5 oz bottle
Compare
Design EssentialsClose function Almond & Avocado Anti-Frizz Curl Defining Gel $1.63/oz $0.63/oz less
  • Protein
  • Curly method
  • Silicone-free
Function
  • Water-binding (humectants)
  • Weight on the hair
  • Propellant
Also
  • 12 oz bottle
Compare
John FriedaLowest cost per oz Frizz-Ease Dream Curls Curl Reviver Mousse $1.32/oz $0.94/oz less
  • Protein-free
  • Curly method
  • Lightweight
· Close function
Function
  • Water-binding (humectants)
  • Protein
Also
  • Fresh scent
  • Vegan
  • Drugstore tier
Compare

See more alternatives in the product library

These products do a similar job. We haven’t matched them to you. Find the one that fits your hair, routine and budget

Suits every hair pattern

Final decision

Should you buy it?

A solid pick for the hair it suits
Best user

Soft, over-stretchy hair, for protein high in the formula and real detangling slip

Biggest tradeoff

Less suited to anyone sensitive to fragrance, hair that stiffens on protein, or anyone who wants a soft, touchable finish

Best alternative if not

Consider John Frieda Kickstarter Thickening Mousse, for similar results at a lower price

We do not sell products or take placement fees. This page states what the formula and the prices show; the consultation is what matches it to a person.

Claims check

What the brand says, and what the formula shows

Claims are quoted from the brand. We mark a claim supported, partly supported or conflicting only when the ingredient list speaks to it. Everything else stays "stated by the brand". That isn’t a criticism: most claims can’t be checked from a label.

3
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
2
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
extraordinary, crunch-free volume

It reads light on the strand, which is what volume claims depend on.

  • Polyquaternium-11
  • VP/VA Copolymer
  • Pentapeptide-29 Cysteinamide
Supported

Leaves room for lift.

boosts shine

The formula carries a recognised shine system — silicone, oil, or light ester.

  • Aleurites Moluccanus (Kukui) Seed Oil
Supported

Reflects light for visible shine.

fights frizz and flyaways

Possible from silicones or film formers, but not something the list targets.

  • Polyquaternium-11
  • VP/VA Copolymer
  • Hydrolyzed Keratin
Stated by brand

May help, but not a primary focus.

thermal protection up to 450F

Heat protection is a performance claim; an ingredient list cannot confirm it.

  • Polyquaternium-11
  • VP/VA Copolymer
  • Pentapeptide-29 Cysteinamide
Stated by brand

Only lab testing can show this.

paraben-free and silicone-free

No silicones appear in the ingredient list.

—

Supported

Nothing that needs a strong wash.

How to read this

We look at the first 10–15 ingredients and what they do in a formula, not at the marketing. If the list doesn't speak to a claim, we don't assume.

Reviewers

What people report

Themes that come up again and again in sourced reviews, written by our researchers in their own words. We don’t store or scrape star ratings.

Works well for curly and textured hair, giving defined curls without crunch when used sparingly

curly-hair Ulta reviewer

Fragrance is mild and not overpowering compared to other mousses

Ulta reviewer

Formula feels different (worse) than an earlier version of the product long-time users remember

repeat-purchase Ulta reviewer

Feels way too heavy and leaves hair weighed down, crunchy, and dirty-looking when applied at normal amounts

fine-hair Ulta reviewer

Leaves a sticky residue on hands and hair after application

Ulta reviewer

More from Joico

How this page was made

  • Everything above comes from our researched product record: identity, the ingredient list as printed, the brand's own claims, dated prices and review themes our researchers wrote in their own words. No part of this page is written by hand for one product.
  • The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
  • Both scores out of ten are defined on this page. The formula score is completeness for the job, computed from a fixed per-format checklist shown beneath the gauge; the price score is cost per ounce against every product of this type we have priced.
  • The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
  • 2 sources consulted for this product (0 manufacturer or regulatory, 1 retailer, 1 editorial), last checked 2026-10-01.
  • Ingredient references are linked for 3 of 8 product-aware annotations on this page. Fit notes are general formulation guidance. They aren’t a verdict on the finished product or on you.
  • We haven’t tested this product in a lab, and we don’t physically test your hair. Formula readings come from the ingredient list. Claims about how it behaves are labelled as the brand's.
  • Ingredient order tells you relative amount only above roughly 1%. Prices are what we saw on the dates shown and can change.
  • Ingredient names link to our ingredient library, where each entry shows what it does, which product types use it, and where it usually sits on a label across everything we have researched.
  • This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.
  • Formula readings: derivation v23. Record last updated 2026-09-02.

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