Approximately 60% of men shampoo while looking down, and this daily habit puts a load equivalent to "two 20kg dumbbells" on the face!? Men's skincare brand "DISM" conducts a large-scale survey on shampooing posture!

Anpha Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Minato Yoshida)'s men's skincare brand "DISM" conducted a "Survey on Shampooing Posture and Habits" (n=300). The survey revealed that a majority, 53.7%, shampoo with their heads facing down (stooped posture). Notably, 57.3% of men adopted this posture, exceeding women (50.0%) by 7.3 percentage points, indicating that the "stooped habit" is firmly established among men.

Furthermore, an independent calculation*1 of the impact of such daily shampooing postures revealed that shampooing for 3 minutes in a 45° forward-leaning posture can result in an accumulated facial load equivalent to approximately 40kg per year. The seemingly casual shampooing posture, continued daily, may be placing an unexpected burden on the face and scalp.

Under the supervision of Ms. Hisako Takami, a leading expert in anatomy and facial muscle research, DISM advocates its unique lift-care*2 method, which lifts the impression by shampooing with the head tilted upwards.

*1 Survey conducted by Anpha. Calculated using target fat (superficial mid-facial fat + jowl fat) x gravitational acceleration x (load sliding down the cheek + load supported by skin/tissue) x 365 days.

*2 Refers to the action of lifting from the scalp.

<Survey Overview>

Survey Name: Survey on Shampooing Posture and Habits

Survey Target: Men and women aged 20-60 (equally allocated 30 participants per age group and gender)

Number of Valid Responses: 300

Survey Method: Internet survey

Survey Sponsor: Anpha Co., Ltd.

Survey Period: June 2026

Impact of "Stooped Shampooing" from an Anatomical Perspective

Why does continuously shampooing in a stooped posture affect facial appearance? The reason lies in anatomy. According to Ms. Hisako Takami (Representative Director of HISAKOLAB Co., Ltd.), a leading expert in anatomy and facial muscle research, the true cause of facial sagging is not just skin aging, but changes in the "subcutaneous fat," "muscles," and "subcutaneous tissue (SMAS)" beneath the skin.

Particularly important is the "SMAS," a unit connecting the superficial facial muscles to the subcutaneous tissue. The SMAS extends to the scalp and neck, and continuous downward pressure from daily stooped shampooing can potentially affect facial appearance. Understanding the correct lifting direction and structure allows for simple care even for non-professionals.

Under Ms. Takami's supervision, DISM advocates its unique lift-care*2 method, incorporating upward shampooing. By shampooing with the correct posture, we propose to improve facial appearance starting from the scalp.

Survey on Shampooing Posture and Habits

1 57.3% of Men Adopt a "Stooped Posture," Exceeding Women (50.0%) by 7.3 Percentage Points.

When asked about their shampooing posture, 53.7% (161 individuals) of the total respondents answered that they "wash with their heads facing down (stooped posture)," indicating a majority. Compared to "washing with the head straight" (25.0%) and "washing with the head tilted upwards" (15.3%), the stooped posture was overwhelmingly prevalent.

Specifically, the stooped posture rate for men was 57.3%, exceeding that of women (50.0%) by 7.3 percentage points. Furthermore, only 10.0% of men washed with their heads tilted upwards, less than half of the 20.7% of women.

By age group, the stooped posture rate significantly increased with age. While it remained around 40% for those in their 20s and 30s, it exceeded 50% for those in their 40s, and a remarkable three out of four people (75.0%) in their 60s were found to shampoo in a stooped posture.

2 Reason for Stooped Posture: "To Prevent Shampoo/Lather from Getting on the Face" is Most Common at 39.1%.

The most common reason for shampooing in a stooped posture was "to prevent shampoo or lather from getting on the face" (39.1%). This was followed by "feeling that it cleans better when looking down" (33.5%) and "habit since childhood" (25.5%), suggesting two underlying factors: functional benefits and the entrenchment of long-standing habits.

3 54.3% Shampoo "While Sitting on a Chair," Indicating "Chair x Stooped" as the Main Style.

Regarding posture during shampooing, "while sitting on a chair" accounted for 54.3% (163 individuals), a majority. Among those who shampoo while sitting, the stooped posture rate was highest at 61.3%, indicating that the "chair x stooped" combination is the mainstream bathing style.

The Burden on the Cheeks from Stooped Shampooing is Equivalent to Two 20kg Dumbbells Annually!?

This survey numerically confirmed that the majority of shampooing postures are "stooped (forward-leaning)." Furthermore, according to DISM's independent calculations, shampooing for 3 minutes in a 45° forward-leaning posture exerts a load of approximately 106g per application on the cheeks, which, when continued daily, results in an accumulated load of about 40kg per year*1.

This is equivalent to being pulled by a weight equal to "two 20kg dumbbells." It's also comparable to the weight of six 15-pound bowling balls (approx. 6.8kg each), or two elementary school children (approx. 20kg each) weighing down on the cheeks.

*1 Survey conducted by Anpha. For a 45° forward lean: 0.025 x 9.8 x (sin45° + cos45°)g conversion = 35.4g → 35.4g x 3 minutes = 106.2g/minute → 106.2g/minute x 365 days (1 year) = 38.7kg.

<Weight Equivalent to Two 20kg Dumbbells!? >

<Weight Equivalent to Six Bowling Balls!? >

<Weight Equivalent to Two 20kg Elementary School Children!? >

In response to these findings, DISM is promoting "correct shampooing posture" and proposing its unique lift-up method, developed with the supervision of anatomy and facial muscle researchers, which incorporates upward shampooing. Additionally, we recommend using the hair care series based on the "scalp skincare concept," which views the scalp as an "extension of the face." The scalp is connected to the face, and the condition of the scalp is said to affect facial appearance. Caring for the scalp with the correct posture, ingredients, and methods is the quickest way to improve the overall facial impression.

DISM's Unique Lift-Care* Method to Lift Your Impression, Supervised by an Anatomy and Facial Muscle Researcher

Ms. Hisako Takami, a leading expert in anatomy and facial muscle research, supervised the usage instructions for the shampooing method designed to lift one's impression.

* Refers to the action of lifting from the scalp.

Hisako Takami, Representative Director, HISAKOLAB Co., Ltd.

Ph.D. (Medicine), Master of Medical Science

Affiliation: From First Production

Beauty Muscle Researcher

Research Themes: Facial Muscles, Fascia, Age-Related Changes

Niigata University

Faculty of Medicine: Visiting Researcher, Department of Anatomy

Faculty of Dentistry: Part-time Lecturer

Takami Hisako Tokyo (Azabu) Salon

Kyoto, Osaka, Niigata Salons

- The Essence of Sagging from an Anatomical Perspective

The cause of facial sagging is not solely skin aging. The true cause lies in changes to the "subcutaneous fat," "muscles," and "subcutaneous tissue" beneath the skin. Unlike other muscles in the body, many facial muscles (facial muscles) are directly connected to the skin. Therefore, when the SMAS loosens or fat decreases, the effects are immediately apparent on the surface of the face.

- SMAS is the Key to Sagging

The SMAS is particularly important. It is a unit that connects the superficial facial muscles and subcutaneous tissue, like a network. Since it extends to the scalp and neck, caring for the SMAS can be expected to lift the face. By understanding the correct lifting direction and structure, anyone can perform simple care without being a professional.

▼ Hand-Washing Shampoo Method

▼ Method Using a Device

LDK the Beauty Men Best Buy Award Winner! * Recommended Hair Care Items from DISM

Combining 35 years of Anpha's scalp research knowledge with DISM's skincare expertise, this skincare-inspired hair care series treats the scalp as an "extension of the face." Based on DISM's Skinification Theory of "washing" with shampoo, "training" with hands or devices, and "conditioning" with treatment packs, it works in conjunction with Ms. Hisako Takami's supervised upward shampooing method to improve facial appearance from the scalp.

* Awarded for DISM Skin & Lift Shampoo and Treatment Pack (Moist & Smooth)

DISM Skin Care & Lift Shampoo and Treatment Pack (Moist & Smooth / Refresh & Airy)

A skincare-inspired shampoo and treatment pack formulated with an *penetrating W retinol capsule*2. The treatment pack, in particular, when left on for 3 minutes to absorb, allows nano-encapsulated retinol*2 to penetrate quickly and deeply into the stratum corneum, leading to a firmer appearance while maintaining moisture.

Product Price: ¥3,300 (excluding tax) / ¥3,630 (including tax) each

Product Details: https://scalp-d.angfa-store.jp/brand/dism/normal/haircare.html

*1 To the stratum corneum

*2 Retinyl Palmitate, Hydroxypinacolone Retinoate (skin conditioning ingredients)

DISM EMS Skin Care & Lift Pro Head Device

A "scalp beauty device" that lifts from the scalp. With EMS muscle stimulation x grasping massage*1 x microcurrent needles*2, it reproduces "aggressive intensive lift care*3" in a DISM original specification. It tightens scalp muscles and also achieves facial lift*3 care.

Price: ¥31,000 (excluding tax), ¥34,100 (including tax)

Product Details: https://scalp-d.angfa-store.jp/brand/dism/normal/headdevice.html

*1 Through device operation

*2 Moving the device in a lifting motion

*3 Stimulating muscles with EMS

<Facial line slackness and looseness appearance improved after a single use! >

* Temporary changes due to temporary stimulation by beauty equipment; results may vary individually. *When using EMS lift mode at level 3 for 10 minutes.

What is DISM?

"DISM" is a men's skincare brand born from years of dermatological knowledge focused on men's skin. With the brand concept of "Medi-skincare that leads to effective skin*1," it was renewed in September 2024. Its mission is to support men in enjoying beauty and achieving a positive mindset, not just for their skin. The lineup is designed to deliver ingredients more deeply*2 and condition the skin to be soft, covering basic to special care. In November 2025, Takanori Iwata was appointed as the brand ambassador. In the commercials and official website released since November, you can see Takanori Iwata in a comical and charming role as "DISM-san," a researcher at "DISM Lab" whose catchphrase is "It's genius!"

- DISM Brand HP: https://scalp-d.angfa-store.jp/brand/dism/

- "DISM-san" Special Site

A special site where you can learn more about DISM-san is also available!

https://scalp-d.angfa-store.jp/brand/dism/special/

*1 Ingredients that soften and condition the skin

*2 To the stratum corneum

About Anpha Co., Ltd.

Anpha Co., Ltd. was established in 1987. With the tagline "Preventive Medicine," it is a total healthcare company aiming to realize an "aging care lifestyle for living beautifully and healthily forever." Building close relationships with many doctors, clinical institutions, and research institutions, Anpha plans, researches, develops, and sells various aging care products and services, including cosmetics and food products, starting with the "Scalp D" series. Since April 10, 2019, it has participated in the "D Clinic Group"*.

* The D Clinic Group is a group formed by companies, clinics, NPOs, and other organizations based on "medicine" to achieve common goals and philosophies.