Meet the driving force behind JOICO Education!

Meet the driving force behind JOICO Education!

JOICO Educators, international professionals

Passion for the hairdressing industry and a desire to sharing knowledge!

Daniëlle Swartebroeckx Head of Education

After working at Wella as Senior Education Manager and at Estée Lauder as Training Manager, Daniëlle joined JOICO back in 1993. She played a key role in introducing the then almost unknown brand and product portfolio in Europe, setting the bar and building the business to what it is today. With her contagious passion and belief in JOICO she is the driving force behind the JOICO Europe Education department.

Wendy van der Helm Creative Education Manager

Making people beautiful and happy as a hairdresser had always been her dream, but a long and slow physical recovery after an accident forced Wendy to start her career in a totally different industry. She however never lost her passion for the hairdressing business and it drove her to JOICO in 2001. As Creative Education Manager she focuses on creative events, managing the European Design and Color Design Team and teaching stylists to professionally use our products and collections.

Wendy van der Helm Creative Education Manager

Making people beautiful and happy as a hairdresser had always been her dream, but a long and slow physical recovery after an accident forced Wendy to start her career in a totally different industry. She however never lost her passion for the hairdressing business and it drove her to JOICO in 2001. As Creative Education Manager she focuses on creative events, managing the European Design and Color Design Team and teaching stylists to professionally use our products and collections.

Els Philips Technical Education Manager

Els joined JOICO in 2002, after graduating as a high school teacher in hairdressing. She initially concentrated on developing new education concepts for the European premiere of the Zotos brands. Today, Els is Technical Education Manager. With great passion and enthusiasm she focuses on developing technical education tools, passing on all her knowledge to national distributor teams and stylists and guiding the JOICO team of educators.

Leen Valvekens Educator

A high school teacher’s degree, part-time experience in a successful hairdressing salon and a successful 5-year career as national educator in Belgium made Leen the perfect match to join the JOICO® Europe education team back in 2009. Her experience with in-salon education, her hunger for knowledge and her utmost dedication to bring knowledge across towards others make her a very loyal and passionate educator!

Her local education experience made her the perfect candidate to help set up education in our German market, however, her hunger for traveling to different locations throughout the globe lead her back to the European team in 2018.

Leen Valvekens Educator

A high school teacher’s degree, part-time experience in a successful hairdressing salon and a successful 5-year career as national educator in Belgium made Leen the perfect match to join the JOICO® Europe education team back in 2009. Her experience with in-salon education, her hunger for knowledge and her utmost dedication to bring knowledge across towards others make her a very loyal and passionate educator!

Her local education experience made her the perfect candidate to help set up education in our German market, however, her hunger for traveling to different locations throughout the globe lead her back to the European team in 2018.

Lore Janssens Educator

After being trained in one of the best hairdressing academies in Belgium and four years of experience in a booming salon, Lore joined the company in 2007. At first she was mainly assisting the Education Department on the Zotos side of the business, Lore is now responsible for both the JOICO and Zotos brands. She is also responsible for product testing in cooperation with our head office in the USA.

Christel Smeets Educator

Christel has more than thirty years of experience in the hairdressing world – both as a hairdresser and as a salon coach. As her absolute passion is color, you will likely meet Christel when you sign up for a color related training. Christel finds her JOI in surrounding herself with like-minded lovers of hair color.

Christel Smeets Educator

Christel has more than thirty years of experience in the hairdressing world – both as a hairdresser and as a salon coach. As her absolute passion is color, you will likely meet Christel when you sign up for a color related training. Christel finds her JOI in surrounding herself with like-minded lovers of hair color.

The European Design Team

…on a mission to inspire others in the industry! !

David Murray Salon owner, “David Murray@21”

Drogheda, Ireland JOICO Senior Creative Artist

As Senior JOICO Design Team member David is excited to be involved in a group boasting the best in business. “In this team I have found the same passion for hairdressing that I have always had”, he explains.  

Gill Berry Salon owner, “House 76”

London, UK JOICO Creative Artist

Working with the JOICO European Design Team has given the native Scot an ideal chance to work alongside the most talented creatives in the business. “To work with such talented people and be involved with such a creative force”, she says.

Ian Davies Salon owner, “Ocean Hairdressing”

Cardiff, UK JOICO Creative Artist

Joining the JOICO European Design Team has brought Ian across the globe to share experience and knowledge. “I like the way the company has stayed true to its core values and built its education around those values.”

Ryan Nicoletti-Dowd Salon owner, “Wigg”

Oxfordshire, UK JOICO Creative Artist

Londoner Ryan’s passion for design and an urge to create, drew him to the profession. Soon he was snapping up to slots at the country’s biggest competitions, including British Hairdressing Award’s Southern Hairdresser of the Year, Colour Trophy winner and four times British Hairdressing Award finalist. “To be educated and to educate and inspire people around the world.”

The European Color Design Team

…on a mission to inspire others in the industry!

Paul Watts Salon owner “Paul Watts Salon Group”

Midlands, UK. JOICO European Color Design Team Member

Paul is ambitious and when the opportunity arose he bought the salon he was working in and the Paul Watts Salon Group was born. Now with a further three salons in the group, he has plans to open a fifth salon by 2020. In addition to running his successful salon group, Paul has travelled extensively throughout the UK, sharing his color knowledge and techniques with others. “I’m really looking forward to immersing myself in all things JOICO,” adds Paul. “I love working with the products, they really do perform and the results are fantastic.” I’m delighted to join such an accomplished education team.”

Daniela Engström Senior hairdresser, “Cayenne Hair”

Stockholm, Sweden European Color Design Team member

Her role in the European Color Design Team is a dream come true for Daniela. She loves being part of JOICO and getting to inspire other people by sharing her love for colors, “The world simply needs more color!”

Sevda Durukan Salon owner, “The Studio by Sevda”

Heusden-Zolder, Belgium European Color Design Team member

As a member of the European Color Design Team, Sevda shares her vibrant fashion forward vision and helps people to lift their skills to an even higher level. “I love how the JOICO philosophy and the education program is built around integrity, honesty and passion. It’s my mission to share this joi and inspire clients and professionals.”