[From Kyoto] Mysterious Haircare Brand KYOTO BEAUTY Now Available at Toei Kyoto Studio Park. Hugely Popular with Visitors!!

Beautifuls LLC (Headquarters: 164 Katsura Uenohigashi-cho, Nishikyo-ku, Kyoto City, Kyoto Prefecture; Representative: Hideya Toyoda) has launched its "KYOTO BEAUTY" haircare brand (shampoo and treatment) at the newly renovated Toei Kyoto Studio Park.

Shampoo/Treatment: 4,950 yen each (tax included), featuring packaging newly designed by Japanese painter Tamaju Isayama.

● Now Available at the Long-Awaited Phase 1 Renovated 'Toei Kyoto Studio Park'

Known as a pioneer among Japanese theme parks and popular with many domestic and international tourists, 'Toei Kyoto Studio Park' is undergoing renovations towards a full renewal in 2028. In Phase 1, approximately 14,300 square meters of the park were renovated and reopened. Amidst the immediate bustling crowds of domestic and international tourists, the Kyoto haircare brand 'KYOTO BEAUTY' began sales. The initial shipment sold out instantly, demonstrating its popularity and garnering significant attention and support from both inbound customers and domestic tourists visiting Kyoto.

Its adoption by Toei Kyoto Studio Park, a landmark representing Kyoto, has been decided.

● Packaging Illustration by Japanese Painter Tamaju Isayama, Also Responsible for Toei Kyoto Studio Park's Wall Decorations.

Tamaju Isayama, a Japanese painter active in Kyoto, created the illustrations for KYOTO BEAUTY's packaging. She is also responsible for the wall decorations (15m, 7m) at Toei Kyoto Studio Park. Additionally, she has contributed paintings and provided painting instruction for various programs and media, including NHK.

Ms. Isayama herself, who created the artwork, is seen posing gracefully in front of the wall decorations.

● KYOTO BEAUTY is a cosmetic brand born in Kyoto.

KYOTO BEAUTY is a Kyoto-based haircare brand. It offers two products, shampoo and treatment, characterized by their matcha fragrance.

Matcha fragrance, packaging expressing Kyoto-ness and Japaneseness. A new culture of 'shampoo & treatment' from Kyoto as a gift or souvenir.

Both the shampoo and treatment intuitively appeal to a sense of luxury with their refreshing matcha-inspired fragrance. The lovely and luxurious packaging features Japanese paintings by Kyoto-based Japanese painter Tamaju Isayama. The logo is a Teika-style calligraphy by calligrapher Soji Nishimoto. While having an eye-catching cute appearance, it is branded by top-class Japanese artists, aiming to delight not only Japanese but also international customers.

Illustration: Japanese painter Tamaju Isayama / Logo: Calligrapher Soji Nishimoto

● A brand that values scalp care.

■ Healthy scalp creation for hair yet to be born
If new hair that is yet to be born is not strong, youthful, and moisturized, subsequent hair care and treatment cannot be performed efficiently. For this reason, KYOTO BEAUTY focused on scalp care. It incorporates 'PDRN,' a globally trending anti-aging ingredient, into its haircare products, supporting scalp youthfulness. In addition, it contains 'azulene,' an anti-inflammatory ingredient, to care for scalp damage caused by UV rays, coloring, perms, etc.

Key ingredients:

・PDRN (scalp anti-aging ingredient)

・Azulene (scalp anti-inflammatory ingredient)

■ Maximum damage care for existing hair

KYOTO BEAUTY's shampoo and treatment were developed based on 30 years of accumulated feedback data from professional stylists and end-users, focusing on "damage care for existing hair" and "healthy scalp care for hair yet to be born."

Key ingredients:

・Levulinic acid (ingredient to suppress hair frizz)

・Erucalactone (anti-aging ingredient that reacts with dryer heat)

・Version-up (gray hair care ingredient)

・4 types of protein (ingredient to replenish protein, which makes up 90% of hair)

● Matcha-inspired fragrance full of Kyoto-ness and Japaneseness

Contains Japanese tea extract from Uji, Kyoto. Both the shampoo and treatment intuitively appeal to a sense of luxury with their refreshing matcha-inspired fragrance. It suppresses scalp odor caused by sweat, dirt, and age for a long time.

An original fragrance inspired by the globally popular 'matcha,' mixed with citrus and herbs.

● Like starch syrup. A unique 'hard' texture.

As a result of pursuing performance in development, the shampoo inevitably developed a surprisingly hard, 'starch syrup-like texture.' However, it is not difficult to use; a small amount creates rich lather, and hair settles well after blow-drying. For short hair, a cherry-sized amount is sufficient.