Haircare brand 'Carena' launches general sales on June 4, featuring first-in-Japan formula

Arute Co., Ltd. (Representative Director: Yuki Fujita; Shibuya-ku, Tokyo) announced that it will begin general sales of its shampoo and treatment products under the haircare brand 'Carena' on June 4, 2026. Carena is developed with the concept of 'shining more like yourself through your hair.'

In the prior crowdfunding campaign held on 'CAMPFIRE,' the brand received strong support, reaching a total of 2,957,776 yen, achieving 295% of its goal with 267 backers.

Carena was created based on the idea that hair affects not only one's appearance but also feelings and self-confidence. The brand aims to provide experiences that lead to positive feelings through small daily changes, such as improved hair texture.

The first product release, the shampoo and treatment, uses a unique formula designed with a first-in-Japan combination of carefully selected ingredients. By incorporating silk-derived PPT surfactants as the main cleansing components, the product aims for a light, smooth texture.

Key Features of Carena:
- Washing with Silk: Focusing on the fact that hair is about 80% protein, the brand uses silk-derived 'Silk PPT surfactants.' By incorporating two types of PPT surfactants at high concentrations, it achieves rich, dense lather that repairs hair while washing, leading to light, smooth-touch hair.
- Designing for Reduced Irritation: The brand addresses concerns regarding 'Quaternary cationic surfactants' often found in shampoos and treatments, which can cause buildup, heaviness, or residue on the scalp depending on hair quality and usage, impacting the overall finish.

Selected Repair Ingredients:
- Activated Keratin: Focuses on hair's SS bonds.
- Tostear®: Penetrates into the hair to reduce frizz caused by moisture or damage and improves touch.
- Elaplex-i®: Penetrates to repair damage and increase hair strength.
- Hydroxypropylgluconamide: Supports internal keratin bonding, providing reinforcement and smoothness.
- Pellicer®: Penetrates inside the hair in a short time for damage repair and moisturization (included only in treatment).

Formula and Experience:
Designed to provide a light, smooth finish rather than heavy moisture, aiming for a glossy and well-aligned quality. It is suitable for those concerned about hair damage, tangles, dryness, split ends, and scalp health.

Fragrance:
Fresh floral scent. Not too sweet, dignified, and provides a fresh aroma.