Hoyu is NO.1* for hair color in Japan!

Date source: INTAGE SRI(Accumulated Japan market share date from
Jan.1996-Dec.2016 sales bese)
INTAGE SRI+(Accumulated Japan market share date from Jan.2017-Dec.2023
sales bese)

Recommended products on sale in Japan now.

Vivid coloring for light hair

MAKE UP
COLOR

Quasi-drug

Content:40g+88mL Includes post-coloring shampoo 12mL Serum 5mL 13COLORS

FEATURES

  • POINT

    Really effective for coloring
    light hair!

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    Formulated to prevent color fade during rinsing when used immediately after coloring hair.

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    The foaming emulsion colors
    your hair evenly!

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    Contains Two Types of Oil.
    Making Your Hair Shiny and
    Smooth!

Perfect bleaching before coloring

BASE
UP
BLEACH

Quasi-drug

Content:36g+72mL+23g
Hair Treatment 8mL 1COLOR

FEATURES

  • POINT

    For creating a base color for
    your transparent hair color

    Image of Color Result

    Please check the coloring progress to adjust
    the shade of your hair to a desired tone.

    • ・The colors may look differ from the actual ones depending on your monitor settings.
    • ・The color result may vary depending on your hair color before coloring, hair damage level, hair type, room temperature and developing time. When using, please check the bleaching progress.
    • ・It is difficult to lighten the color of dark colored hair. The color result may turn out an unexpected shade or uneven color if hair has already been colored with hair color or hair manicure etc.
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    Aftercare with Treatment!

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    Contains Three Types of Oils.
    Making Your Hair Silky and
    Smooth!

Vivid color for light hair!

Color Cream

Cosmetics

Content:140g 5COLORS

FEATURES

  • POINT

    Apply only to the part of your
    hair desired!

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    Control your own
    color arrangements and
    individual style!

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    Contains argan oil*.
    Shiny and Smooth Hair!

I need my hair black!

TONE DOWN
COLOR

Quasi-drug

Content:32g+96mL Serum 5mL
3COLORS

FEATURES

  • POINT

    The foaming mixture will
    return even color to your hair!

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    You can make your hair color
    lighter again the next time you color it!

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    Contains Two Types of Oil.
    Making Your Hair Shiny and
    Smooth!

I Wanna Enjoy Vivid Color for Just 1 Day!

1DAY CRAZY!

Cosmetics

FEATURES

  • POINT

    Instant Coloring,
    No Bleach Required!
    Pearly
    Shine Result!
    Temporary Spray Type,
    Washable with Shampoo!

FEATURES

Cosmetics

Content:CREATIVE COLOR CREAM 80g
CREATIVE TREATMENT 140g

Mix and use a variety of colors.
Use one of 3 ways!

  • Method 1

    Use as-is for vivid hair color

  • Method 2

    Mix two colors for your own
    original hair color

  • Method 3

    Combine coloring and
    treatment for pastel hair color