~New Standard, Wash with the Same Ingredients as Hair*1~ New Hair Care Brand "Re:KERATIN" Born!

Viecrea Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director and President: Hiroyuki Kishino) will pre-launch its new hair care brand "Re:KERATIN," which focuses on "keratin*2," the same component as hair, at Welcia Group stores starting April 25, 2026 (Saturday) *1*2. It features the world's first "keratin water*2" and the highest concentration ever, approximately 2,000 times more keratin*4, offering a new hair care brand that washes with hair-identical ingredients*1. ## Development Background In recent years, the hair care market has seen an increase in products that emphasize ingredients, with consumers tending to choose and purchase products that suit their hair type. "Re:KERATIN" therefore focused on the components that make up hair. Hair is said to be composed of approximately 80-90% protein, with keratin accounting for the majority of it. When cuticles are damaged and keratin leaks out due to daily dryness, friction, coloring, etc., it can lead to various hair damages such as thinning hair and dryness. "Re:KERATIN" is a hair care brand that replenishes essential keratin*3 while washing, by highly blending keratin*3 as the second most abundant ingredient*5 in all components*6, leading to "silky-soft hair" like after a salon visit*7. ## Product Overview Product Name, Price, Volume (from left in image) **Re:KERATIN Reversi Repair Shampoo**

1,800 yen (excl. tax) / 1,980 yen (incl. tax) 400mL 1,300 yen (excl. tax) / 1,430 yen (incl. tax) 320mL **Re:KERATIN Reversi Repair Hair Treatment**

1,800 yen (excl. tax) / 1,980 yen (incl. tax) 400g 1,300 yen (excl. tax) / 1,430 yen (incl. tax) 320g