Hair Care from Japan: Why &honey and Fino Are Taking Over
As an owner of an Asian beauty store, I’ve seen a major shift in what customers want from their haircare. They’re looking for products that nourish, repair, and hydrate — without harsh ingredients or heavy buildup. That’s exactly why brands like &honey and Shiseido’s Fino have become standouts in our store.
These aren’t just popular in Japan. Our global customers love them too, especially for their clean formulas, luxurious textures, and results you can feel after just one wash.
Why Japanese Haircare Is Different
Japanese haircare emphasizes moisture retention, scalp health, and simplicity. The goal is healthy, naturally beautiful hair — not masking damage with silicone or artificial fragrance. With clean formulations and gentle surfactants, these brands deliver salon-quality results in every wash.
&honey: Hydration in Every Drop
&honey is one of the most talked-about Japanese haircare brands right now, and for good reason. Their system is built around three types of honey — Manuka, Acacia, and Raw Honey — plus botanical extracts and oils that deeply hydrate and protect the hair cuticle.
Here’s what we carry from their lineup:
1. &honey Herb Smooth Shampoo 1.0
Part of the Herb series, this shampoo is great for oily scalps or those who prefer a light, refreshing cleanse. It foams beautifully and leaves your scalp feeling clean without drying out your ends.
2. &honey Herb Smooth Treatment 2.0
The perfect follow-up to the shampoo. It softens your hair while maintaining bounce and movement. Great for anyone who struggles with greasy roots but still wants hydration.
3. &honey Creamy EX Damage Repair Shampoo 1.0
Designed for dry or chemically treated hair, this shampoo delivers rich moisture without heaviness. It’s great for those who color, bleach, or use heat tools often.
4. &honey Creamy EX Damage Repair Treatment 2.0
Pairs with the Creamy Repair shampoo to smooth, detangle, and strengthen hair that’s been damaged or is prone to breakage.
5. &honey Creamy EX Damage Repair Hair Oil 3.0
A rich, nourishing oil that locks in hydration and smooths frizz. Use it before blow-drying or to tame flyaways. A little goes a long way!
6. &honey Pixie Moist Silky Hair Oil
This lightweight oil is perfect for everyday use, especially on fine or thin hair. It adds shine and silkiness without any greasiness.
7. &honey Fleur Series – Kinmokusei Shampoo & Mimosa Treatment
This line is for the fragrance lovers. The Kinmokusei and Mimosa scents are delicate, luxurious, and leave your hair lightly perfumed while still delivering hydration and softness.
Fino by Shiseido: Deep Repair That Delivers
If &honey is your go-to for hydration, Shiseido’s Fino Premium Touch line is the fix for serious damage.
Fino Premium Touch Hair Oil
A silky, weightless oil that adds gloss and softness to dry, frizzy, or color-treated hair. Use it on damp or dry hair to protect against heat and humidity.
Fino Premium Touch Hair Mask
One of the best-selling hair masks in Japan. Packed with royal jelly extract and squalane, this treatment restores moisture, shine, and elasticity to tired, overworked strands.
My Go-To Routine for Customers
If you're not sure where to start, here’s the combo I usually recommend:
- Start with either &honey’s Herb or Creamy Repair Shampoo
- Follow up with the matching Treatment
- Use &honey Hair Oil for daily smoothness
- Add the Fino Hair Mask once or twice a week for deeper repair
This combo works together to cleanse gently, hydrate deeply, and protect your hair against daily damage while keeping your routine simple and effective.
Explore the Collection
👉 [Shop the Full &honey Haircare Line]
👉 [Browse Fino by Shiseido Products]
Whether you’re new to Japanese haircare or just looking to elevate your routine, these are two of the best brands to start with. And if you ever want a personalized recommendation, feel free to reach out!
Have a favorite from &honey or Fino? Leave a review or tag us on Instagram @yukio_beauty. I’d love to see your results!
