Formerly I.C.E GEL Maximum Hold Styling Gel, Joico Joi Gel Firm Styling Gel offers firm-hold gel styling. It provides excellent support, control & shine for your hair styling without flaking. In addition, the UV protectants in Joi Gel Firm Styling Gel condition & protect your hair against daily environmental stress, while offering maximum styling control, body & shine for your hair. Directions for Use Dry your hair Apply as needed & craft your desired style. Joico Joi Gel Firm Styling Gel is shampoo soluble to avoid build-up.