New Hair Quality Care* Straight Menu Item Debuts! High-Power & Gentle-Acting Alkali Cosme (Cosmetic Straightener) Newly Released: "HITA AP Straight Alkali Cosme 1"

Takara Belmont Corporation (Headquarters: Chuo-ku, Osaka; Chairman and President: Hidetaka Yoshikawa) will launch "HITA AP Straight Alkali Cosme 1," a cosmetic straightener that combines excellent spreadability with gentle action and reduces treatment risks, on Thursday, July 9, 2026. This new item is part of the "HITA" series, a frizz control series developed by the salon-exclusive cosmetics brand "LebeL" that addresses all types of frizzy hair concerns through the hands of hair designers. Click here for the product details page ■ Highest power in cosmetic history* yet softly refined. A soft finish full of moisture and shine. The "HITA" series is a highly acclaimed frizz control series. After launching the hair quality care* treatment menu "AP Treatment More" and new items for the hair quality care straight menu "AP Straight" in 2024, "Serum Milk," which can be used as an intermediate treatment for straight menus and as an out-bath care, was additionally released in May this year. Amidst the continued popularity of hair quality care menus in salons, salons have voiced concerns such as "cannot actively propose due to high treatment risks" and "difficulty in standardizing techniques, making it hard to establish as a salon's strength." Therefore, by additionally launching the cosmetic straightener "AP Straight Alkali Cosme 1," which combines excellent spreadability with gentle action, we have achieved reduced treatment risks and standardized techniques, enabling salons to confidently propose hair quality care menus to customers. *Softening the feel of hair with moisture and adding shine *Among our own products Takara Belmont, with its purpose "Let's create a beautiful life," will continue to deliver the "joy of living with their favorite hair" to customers through the hands of hair designers, offering products and menu proposals based on advanced hair research and technology. ■ HITA Product Overview HITA consists of three lines: salon menus (AP Straight, AP Treatment More) and home care. Hair quality care* is essential for the base of hair design, so it is designed simply. HITA further enhances the possibilities of salon work. *Softening the feel of hair with moisture and adding shine 【 AP Straight Alkali Cosme 1 Product Overview 】 AP Straight Alkali Cosme 1 Straightens frizz neatly, creating natural straight hair. Gentle action reduces treatment risks. ① New! High-power cosmetic with 6-type mix that neatly straightens new growth (black hair to colored hair). 6 types of straight-forming ingredients: Cysteamine thioglycolate, Cysteamine, Thioglycerin, Cysteine, Thioglycolic acid, Guanylcysteine*1 *1 Amidinocysteine ② Unique alkali design that allows for thorough and unhurried processing with gentle action. Unique alkali design: Ammonia, Ammonium bicarbonate (all pH adjusters), Arginine (moisturizer) *Monoethanolamine-free ③ Addresses concerns about dividing lines. Easy to use even on hair with significant damage differences. ■ HITA Series Lineup Salon Care "AP Straight" Line (Existing Products) *Only "Alkali Cosme 1" is an additional release Hair quality care* straight menu that enhances hair texture, shine, and moisture to create the base for hair design, and gently straightens hair. Responds to a wide range of hair conditions with appropriate products from alkaline to neutral to acidic. With effects that are compatible with colored hair, it leads to a more sustainable straight style. *Softening the feel of hair with moisture and adding shine ●Please read the precautions for use carefully and use correctly. Product names (from left): HITA AP Straight EX Hard 1 (Product name: Formula STEXH 1st agent) Capacity: 400g HITA AP Straight Hard 1 (Product name: Formula STH 1st agent) Capacity: 400g HITA AP Straight Cosme 1 Capacity: 400g HITA AP Straight Alkali Cosme 1 Capacity: 400g [NEW] HITA AP Straight Neutral Cosme 1 Capacity: 400g HITA AP Straight Acid Cosme 1 Capacity: 400g HITA Rebutter Serum X (Hair protection cream ) Capacity: 800g