100% of Active Hairdressers Would 'Recommend It'! New 'NOVELLNO' Hair Care Brand Launches to Fill the Care Gap and Cultivate 'Natural-Beyond' Hair
Mikuchi Sangyo Co., Ltd. will launch 'NOVELLNO,' a conceptually new hair care brand targeting high-damage hair, on May 18, 2026. Featuring an integrated 'update cycle' of salon and home care, 72 personalized combinations, and the proprietary high-repair ingredient 'Hyper Nano CMC'.
📋 Article Processing Timeline
- 📰 Published: May 18, 2026 at 21:00
- 🔍 Collected: May 18, 2026 at 12:31
- 🤖 AI Analyzed: May 18, 2026 at 18:20 (5h 48m after Collected)
Mikuchi Sangyo Co., Ltd. (Location: Osaka City, Osaka Prefecture; Representative: Masashi Mikuchi), a cosmetics manufacturing and sales company, will launch 'NOVELLNO', a new hair care brand designed for 'high-damage hair' complicated by repeated bleaching and heat treatments, going beyond natural hair, on Monday, May 18, 2026. Equipped with MIAN's original ingredient 'Hyper Nano CMC' and two new technologies, 'CMC STABIX' and 'PPT INFIXSE', it is a novel hair care brand designed with salon care and home care as a unified update cycle.
The brand name 'NOVELLNO' is a coined word combining 'NOUVELLE' (new) and 'NORME' (standard), born with the purpose of defining a 'new standard of beauty'. Currently, in the salon care market, there are many voices saying, 'the effects do not last long' or 'I don't feel the change as much as I expected', and how to sustain and improve the satisfaction after a salon visit until the next visit has become a common industry challenge.
Therefore, 'NOVELLNO' shifts from the conventional 'Keep' concept to a hair care system that 'Updates'. By developing salon care and home care as a single entity, we have realized a unique 'update type cycle' that enhances the beauty of the hair every time it is used and guides it to an ideal state by the next visit. In addition, the design that allows for '72 types of personalized proposals' to accompany the diversifying hair concerns derives 'one's own correct answer' that stays close to each individual's hair.
In the pre-launch introduction at salons, 100% of active hairdressers responded that they would 'like to recommend it to customers' in a survey. It has also received high praise from a professional perspective that pursues salon quality.
'Hyper Nano CMC*1', a MIAN original ingredient effective for damaged hair
CMC (Cell Membrane Complex) is a tissue that acts like a 'glue' that binds hair cells together and retains internal moisture and ingredients. When this CMC is deficient, the hair becomes dry and brittle, and repair ingredients easily flow out.
NOVELLNO uses 'Hyper Nano CMC', which penetrates and settles deep into the hair, by enhancing the penetrability and fixability of the ingredients through a unique 'lecithin nano-emulsification' technology. This realizes a high-repair design that 'easily enters and hardly escapes'.
Adjusting the internal structure of the hair: 'Penetration x Fixation x Re-formation'
For hair that has experienced 'flattening' where the hair shape is distorted, internal 'hollowing', and even 'bond cleavage' due to severe damage,
we have adopted the 'STYLE RESHAPE SYSTEM', which thoroughly repairs the inside in a 5-step process. The structure of the hair is reconstructed through the meticulous processes of 'CMC lipid penetration', 'protein supply', 'bond strengthening', 'surface coating', and 'CMC lipid fixation'.
It is not just about supplying ingredients 'what to put in' the hair, but based on the perspective of 'how to form the structure', it gently conditions damaged hair from the core and leads to a texture that surpasses natural hair.
A total of '72 types' of personalized proposals are possible
The home care products of 'NOVELLNO', newly launched this time, consist of a lineup of 3 types of shampoos: SI that washes while repairing the surface with silk, CO that washes while moisturizing with collagen, and KE that washes while internally repairing with keratin; 3 types of treatments: SM for a smooth finish, SL for a supple finish, and MO for a moisturizing finish; as well as a boost emulsion and protection oil. We can propose the optimal plan tailored to each person's concerns and damage.
Product Lineup
■Salon Care
Penetration x Fixation x Re-formation: Adjusts the internal structure of hair flattened by damage.
■Home Care (Shampoo)
3 types of shampoos to 'wash with care ingredients' according to the hair condition.
'Beauty serum shampoo' adopting 'PPT-based cleansing ingredients' with high affinity to hair.
■Home Care (Treatment)
3 types of treatments to adjust to the desired texture.
■Home Care (Care Treatment)
2 types of out-bath treatments that raise the finish level.
Brand, Company Overview
■Brand Details
Launch Date: Monday, May 18, 2026
Sales Channel: Handling beauty salons nationwide (Salon exclusive product)
Items: 4 salon care types + 8 home care types (Total 12 SKUs)
Brand Site: https://www.mikuchi.jp/product/mian/novellno/
LP: https://lp-novellno.mikuchi.jp/
Official SNS (Instagram): https://www.instagram.com/mian_beauty/
■Company
The brand name 'NOVELLNO' is a coined word combining 'NOUVELLE' (new) and 'NORME' (standard), born with the purpose of defining a 'new standard of beauty'. Currently, in the salon care market, there are many voices saying, 'the effects do not last long' or 'I don't feel the change as much as I expected', and how to sustain and improve the satisfaction after a salon visit until the next visit has become a common industry challenge.
Therefore, 'NOVELLNO' shifts from the conventional 'Keep' concept to a hair care system that 'Updates'. By developing salon care and home care as a single entity, we have realized a unique 'update type cycle' that enhances the beauty of the hair every time it is used and guides it to an ideal state by the next visit. In addition, the design that allows for '72 types of personalized proposals' to accompany the diversifying hair concerns derives 'one's own correct answer' that stays close to each individual's hair.
In the pre-launch introduction at salons, 100% of active hairdressers responded that they would 'like to recommend it to customers' in a survey. It has also received high praise from a professional perspective that pursues salon quality.
'Hyper Nano CMC*1', a MIAN original ingredient effective for damaged hair
CMC (Cell Membrane Complex) is a tissue that acts like a 'glue' that binds hair cells together and retains internal moisture and ingredients. When this CMC is deficient, the hair becomes dry and brittle, and repair ingredients easily flow out.
NOVELLNO uses 'Hyper Nano CMC', which penetrates and settles deep into the hair, by enhancing the penetrability and fixability of the ingredients through a unique 'lecithin nano-emulsification' technology. This realizes a high-repair design that 'easily enters and hardly escapes'.
Adjusting the internal structure of the hair: 'Penetration x Fixation x Re-formation'
For hair that has experienced 'flattening' where the hair shape is distorted, internal 'hollowing', and even 'bond cleavage' due to severe damage,
we have adopted the 'STYLE RESHAPE SYSTEM', which thoroughly repairs the inside in a 5-step process. The structure of the hair is reconstructed through the meticulous processes of 'CMC lipid penetration', 'protein supply', 'bond strengthening', 'surface coating', and 'CMC lipid fixation'.
It is not just about supplying ingredients 'what to put in' the hair, but based on the perspective of 'how to form the structure', it gently conditions damaged hair from the core and leads to a texture that surpasses natural hair.
A total of '72 types' of personalized proposals are possible
The home care products of 'NOVELLNO', newly launched this time, consist of a lineup of 3 types of shampoos: SI that washes while repairing the surface with silk, CO that washes while moisturizing with collagen, and KE that washes while internally repairing with keratin; 3 types of treatments: SM for a smooth finish, SL for a supple finish, and MO for a moisturizing finish; as well as a boost emulsion and protection oil. We can propose the optimal plan tailored to each person's concerns and damage.
Product Lineup
■Salon Care
Penetration x Fixation x Re-formation: Adjusts the internal structure of hair flattened by damage.
■Home Care (Shampoo)
3 types of shampoos to 'wash with care ingredients' according to the hair condition.
'Beauty serum shampoo' adopting 'PPT-based cleansing ingredients' with high affinity to hair.
■Home Care (Treatment)
3 types of treatments to adjust to the desired texture.
■Home Care (Care Treatment)
2 types of out-bath treatments that raise the finish level.
Brand, Company Overview
■Brand Details
Launch Date: Monday, May 18, 2026
Sales Channel: Handling beauty salons nationwide (Salon exclusive product)
Items: 4 salon care types + 8 home care types (Total 12 SKUs)
Brand Site: https://www.mikuchi.jp/product/mian/novellno/
LP: https://lp-novellno.mikuchi.jp/
Official SNS (Instagram): https://www.instagram.com/mian_beauty/
■Company
FAQ
Where can I purchase NOVELLNO?
It is a salon-exclusive product available at participating beauty salons nationwide in Japan.
What types of home care shampoos does NOVELLNO offer?
There are three types: SI with silk, CO with collagen, and KE with keratin.
What is Hyper Nano CMC?
A proprietary repair ingredient with enhanced penetration and retention, designed to easily enter the hair and resist washing out.