Japanese beauty brands launch new hair care technologies

Japanese beauty brands are expanding their product lines with new hair care technologies. ReEMOTION, a scalp beauty brand under KEN, has launched the ‘SQUTE’ hair iron, priced at 94,600 yen. The device utilizes a unique ‘hydration concept’ through tourmaline rubber-processed plates that incorporate moisture from the air during styling to minimize damage.

Additionally, MTG’s beauty brand ReFa announced the upcoming release of ‘ReFa HEART LOCK OIL MOIST’ on September 9, 2026. The product is designed to lock in hairstyles and moisture using a heat-responsive formula that repairs damage and smooths cuticles without hardening the hair surface.