For over 25 years, we've grown to meet your needs. Travelling many miles and evolving around trends and market demands, sourcing only the most exclusive, highest quality products and ethical brands from around the world to enhance your business. In doing so, we've become a global family with friends and partners in many countries. We have worked hard, as an independently owned and operated company, to build a reputation that is widely respected within the industry. We are lifelong learners who strive to be a diverse, inclusive, socially responsible leader in the industry who contributes and gives back to our community.

It is our goal to empower you as a salon or spa professional. We are committed to providing outstanding customer service. As a distributor, we connect manufacturers, salons and spas, through education, communication, inspiration and a common passion for beauty. We pride ourselves on our relationships and are dedicated to offering a world of beautiful possibilities for our partners in British Columbia.

West Coast Beauty is built on a strong foundation of integrity, values, education and family. From humble beginnings "Johnny Joico started selling products from the back of his car, eventually forming The West Coast Beauty Company in 1983. With two employees, secretary Eileen Jevning, and accountant George Piprah, Joico took off. In 1988, Ro Lal was hired to deliver products and moved into sales as one of the "Joi Boys" in 1990.

Since purchasing the company from John in 1997, Eileen and Ro, have taken West Coast Beauty from one brand to the current multi-line, full-service, distribution company operating today. In 2001, they partnered with Gabriel DeJong, owner of Oasis Beauty, to spread their roots into the interior of BC. In 2019, they acquired Nova beauty on Vancouver Island to further expand their portfolio in order to offer a wider range of products.

Now, with over 100 employees and 10 locations throughout BC, they proudly boast that more than half their team has worked together for 15 years or more, and George Is still their accountant today, proving that West Coast Beauty is home for this closely-knit family.