[Japan's First Formula *1] "Jewel Shampoo" for "Queen-Level Shiny Hair" is Born. Cleo's Beauté undergoes Rebranding, Pre-orders Start 4/22 with New Fragrance and Jewel-Inspired Packaging
Haircare brand "Cleo's Beauté" underwent a rebranding and began pre-ordering new products like the "Jewel Shampoo." It features Japan's first "multi-layer blend keratin" formula to achieve hair that shines from within.
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- 📰 Published: April 22, 2026 at 20:00
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Boldies Inc. (Headquarters: Shibuya-ku, Tokyo, CEO: Chihiro Nakata, hereafter "Boldies") announces that its haircare brand "Cleo's Beauté" will undergo a rebranding starting Wednesday, April 22, 2026, with pre-orders for new products beginning today on Rakuten Ichiba and the official website. Cleo's Beauté is a haircare brand born in April 2022, inspired by Cleopatra, the historical symbol of beauty, based on the concept that "Beautiful hair makes me strong."
In this rebranding, the brand philosophy of "Beautiful hair makes me strong" was further deepened from the idea that "polishing one's appearance nurtures inner confidence," leading to a ground-up review of the products. Inspired by Cleopatra's beauty, where inner intelligence overflows as outward elegance, the brand defines "inner shine" as the key element of beautiful hair, manipulating light at will. To recreate this "radiance from within," the brand poured in proprietary hair science and expertise, focusing on the shape and size of keratin to achieve Japan's first formula *1 that approaches both the inside and outside of the hair.
Five types of "multi-layer blend keratin *2" including rare "waterfowl-derived keratin (shine-imparting ingredient)," peptides, five types of nano-encapsulated ceramides *3, 20 types of amino acids *4, 12 types of naturally derived ingredients inspired by Cleopatra *5, and carefully selected repair ingredients repair hair from the inside out. Pursuing the ideal "golden ratio of shine *6," it has been updated to a "Jewel Shampoo" that grants queen-level shine.
Furthermore, alongside this rebranding, a new brand statement and brand movie will also be released.
Background of Rebranding
Since its launch in April 2022, Cleo's Beauté has been supported by many repeat customers, surpassing a cumulative brand sales volume of 1 million units *7. Through deep connections with each customer via subscription purchases, we receive valuable feedback daily. This renewal is a true evolution driven by that "user voice." Addressing earnest wishes felt by loyal users such as "I want the ingredients to be even more powerful" and "I want to choose a new scent," we realized a formula revamp based on proprietary hair science and an improved brand experience. Deepening the brand philosophy of "Beautiful hair makes me strong," we release the new statement and brand movie as a brand that continues to walk alongside our customers.
・Press release regarding the new statement and brand movie is here:
https://prtimes.jp/main/html/rd/p/000000017.000096084.html
Details of Product Renewal
To embody the philosophy cherished since our founding—"repairing hair essentially and nurturing confidence from within"—at a higher dimension across formula, bottle design, and fragrance, we executed the following five renewals.
1. Japan's first *1 "Comprehensive/High-Density Approach" focusing on the mechanism of light
Cleo's Beauté defines the true nature of shine as "specular reflection of light." Japan's first formula *1, a multi-layer blend of 6 types in total *8—including 5 types of keratin of different shapes and sizes (including rare waterfowl-derived keratin) and 1 type of peptide—meticulously approaches both the inside and outside of the hair. It fills the gaps inside the hair hollowed out by damage from within, forming a "foundation of shine" on the inside. Going beyond mere surface coating, it has evolved into a unique "3D reflection design" where the hair itself beautifully reflects light like a jewel. By continuing to use Cleo's Beauté shampoo and treatment, it leads to unwavering beauty, harboring ideal shine that is conditioned to the core, just like returning from a salon.
・What is 3D Reflection Design?
A unique structure that consistently repairs hair from "inside to surface" to harbor and manipulate light.
The "salon-finished result" is when users are filled with the most confidence. The reason this excitement doesn't last is that home care lacks the approach to deliver and lock moisture deep into the hair's "core." The "3D reflection design" replicates the salon's repair steps with a proprietary design. By flawlessly and consistently repairing from the inside of the hair to the surface, it leads to hair that harbors and freely manipulates light. It emits a multi-dimensional shine from any angle, granting a daily life full of confidence.
2. "Internal Filling" via Shampoo × "External Wrapping" via Treatment
Cleo's Beauté enforces the distinct roles of "internal filling" by the shampoo and "external wrapping" by the treatment through its unique "3D reflection formula." This precise coordination achieves "specular reflection" of light, granting "queen-level shiny hair" that makes everyone look back. Unlike temporary care that only coats the surface, the hair structure...
In this rebranding, the brand philosophy of "Beautiful hair makes me strong" was further deepened from the idea that "polishing one's appearance nurtures inner confidence," leading to a ground-up review of the products. Inspired by Cleopatra's beauty, where inner intelligence overflows as outward elegance, the brand defines "inner shine" as the key element of beautiful hair, manipulating light at will. To recreate this "radiance from within," the brand poured in proprietary hair science and expertise, focusing on the shape and size of keratin to achieve Japan's first formula *1 that approaches both the inside and outside of the hair.
Five types of "multi-layer blend keratin *2" including rare "waterfowl-derived keratin (shine-imparting ingredient)," peptides, five types of nano-encapsulated ceramides *3, 20 types of amino acids *4, 12 types of naturally derived ingredients inspired by Cleopatra *5, and carefully selected repair ingredients repair hair from the inside out. Pursuing the ideal "golden ratio of shine *6," it has been updated to a "Jewel Shampoo" that grants queen-level shine.
Furthermore, alongside this rebranding, a new brand statement and brand movie will also be released.
Background of Rebranding
Since its launch in April 2022, Cleo's Beauté has been supported by many repeat customers, surpassing a cumulative brand sales volume of 1 million units *7. Through deep connections with each customer via subscription purchases, we receive valuable feedback daily. This renewal is a true evolution driven by that "user voice." Addressing earnest wishes felt by loyal users such as "I want the ingredients to be even more powerful" and "I want to choose a new scent," we realized a formula revamp based on proprietary hair science and an improved brand experience. Deepening the brand philosophy of "Beautiful hair makes me strong," we release the new statement and brand movie as a brand that continues to walk alongside our customers.
・Press release regarding the new statement and brand movie is here:
https://prtimes.jp/main/html/rd/p/000000017.000096084.html
Details of Product Renewal
To embody the philosophy cherished since our founding—"repairing hair essentially and nurturing confidence from within"—at a higher dimension across formula, bottle design, and fragrance, we executed the following five renewals.
1. Japan's first *1 "Comprehensive/High-Density Approach" focusing on the mechanism of light
Cleo's Beauté defines the true nature of shine as "specular reflection of light." Japan's first formula *1, a multi-layer blend of 6 types in total *8—including 5 types of keratin of different shapes and sizes (including rare waterfowl-derived keratin) and 1 type of peptide—meticulously approaches both the inside and outside of the hair. It fills the gaps inside the hair hollowed out by damage from within, forming a "foundation of shine" on the inside. Going beyond mere surface coating, it has evolved into a unique "3D reflection design" where the hair itself beautifully reflects light like a jewel. By continuing to use Cleo's Beauté shampoo and treatment, it leads to unwavering beauty, harboring ideal shine that is conditioned to the core, just like returning from a salon.
・What is 3D Reflection Design?
A unique structure that consistently repairs hair from "inside to surface" to harbor and manipulate light.
The "salon-finished result" is when users are filled with the most confidence. The reason this excitement doesn't last is that home care lacks the approach to deliver and lock moisture deep into the hair's "core." The "3D reflection design" replicates the salon's repair steps with a proprietary design. By flawlessly and consistently repairing from the inside of the hair to the surface, it leads to hair that harbors and freely manipulates light. It emits a multi-dimensional shine from any angle, granting a daily life full of confidence.
2. "Internal Filling" via Shampoo × "External Wrapping" via Treatment
Cleo's Beauté enforces the distinct roles of "internal filling" by the shampoo and "external wrapping" by the treatment through its unique "3D reflection formula." This precise coordination achieves "specular reflection" of light, granting "queen-level shiny hair" that makes everyone look back. Unlike temporary care that only coats the surface, the hair structure...