From "Repairing After Damage" to "Preventing Damage in the First Place": AQUSH, aiming to change the future of the beauty industry, advocates a "Cycle of Smiles"
DoAQUSH, a company that has pursued "total repair" for over 20 years, is advocating a new concept called "Art Care" to shift the beauty industry's focus from repairing damaged hair to preventing damage. This initiative, part of April Dream, aims to create a future where hairdressers and clients can achieve ideal hairstyles without worrying about damage, fostering a "cycle of smiles."
📋 Article Processing Timeline
- 📰 Published: April 2, 2026 at 00:30
- 🔍 Collected: April 1, 2026 at 16:47
- 🤖 AI Analyzed: April 22, 2026 at 00:06 (487h 18m after Collected)
Our company supports April Dream, which aims to make April 1st a day to announce dreams. This press release is the dream of DoAQUSH Co., Ltd.
We have a dream that we are serious about realizing.
It is a future where you don't have to give up on your ideal hairstyle, and its beauty continues to be reproduced.
"I want to try this hairstyle once."
"I'm happy my hair is so beautiful."
"I'm happy that the salon finish can be reproduced properly the next day."
Beautiful hair naturally makes people feel positive. It is undoubtedly the hairdressers who create those moments. Practicing until late after work. Efforts to hone their skills even on days off. We know that this accumulation creates "感動" (deep impression/emotion) for customers.
However, on the other hand,
"My hair is damaged, so coloring or perming would put too much strain on it in its current state."
"With this hair damage history, that style is difficult."
The moment when an ideal is closed off due to the condition of the hair. That should never be the intention of hairdressers either.
## "What kind of me will I become next?" A new cycle connecting hairdressers' and customers' "desires"
We, AQUSH, have continued to create products based on the desire for "hair that suits a smile."
And now, what we aim for is a future where you don't have to give up on your ideal self, without worrying about hair damage or past treatment history.
Hairdressers can maximize their sensibility and skills. Customers can choose their next style with excitement, thinking, "What kind of me will I become next?" We want to spread such a positive cycle throughout the beauty industry.
## Cherishing repair, and beyond. A "Revolution of Protection" to not give up on "desires"
Until now, the beauty industry has evolved around the theme of "how to repair damaged hair." For over 20 years, we have also pursued "total repair" that balances hair components.
However, the natural environment surrounding hair today has changed significantly. UV rays and air pollution. Also, hair is damaged by living environments such as heat from irons and chlorine. The reality is that no matter how much repair is done, hair is damaged by the environment. That's why we thought:
"Can't we protect the beauty and reproducibility of hair created by hairdressers even more?"
What we arrived at, precisely because the cause of damage is complex and difficult to determine, is the idea of "total repair × total protection." We call this concept "Art Care." It is not just hair care; it is a "Revolution of Protection" that connects the efforts of hairdressers to the smiles of customers and to the future beyond.
We have a dream that we are serious about realizing.
It is a future where you don't have to give up on your ideal hairstyle, and its beauty continues to be reproduced.
"I want to try this hairstyle once."
"I'm happy my hair is so beautiful."
"I'm happy that the salon finish can be reproduced properly the next day."
Beautiful hair naturally makes people feel positive. It is undoubtedly the hairdressers who create those moments. Practicing until late after work. Efforts to hone their skills even on days off. We know that this accumulation creates "感動" (deep impression/emotion) for customers.
However, on the other hand,
"My hair is damaged, so coloring or perming would put too much strain on it in its current state."
"With this hair damage history, that style is difficult."
The moment when an ideal is closed off due to the condition of the hair. That should never be the intention of hairdressers either.
## "What kind of me will I become next?" A new cycle connecting hairdressers' and customers' "desires"
We, AQUSH, have continued to create products based on the desire for "hair that suits a smile."
And now, what we aim for is a future where you don't have to give up on your ideal self, without worrying about hair damage or past treatment history.
Hairdressers can maximize their sensibility and skills. Customers can choose their next style with excitement, thinking, "What kind of me will I become next?" We want to spread such a positive cycle throughout the beauty industry.
## Cherishing repair, and beyond. A "Revolution of Protection" to not give up on "desires"
Until now, the beauty industry has evolved around the theme of "how to repair damaged hair." For over 20 years, we have also pursued "total repair" that balances hair components.
However, the natural environment surrounding hair today has changed significantly. UV rays and air pollution. Also, hair is damaged by living environments such as heat from irons and chlorine. The reality is that no matter how much repair is done, hair is damaged by the environment. That's why we thought:
"Can't we protect the beauty and reproducibility of hair created by hairdressers even more?"
What we arrived at, precisely because the cause of damage is complex and difficult to determine, is the idea of "total repair × total protection." We call this concept "Art Care." It is not just hair care; it is a "Revolution of Protection" that connects the efforts of hairdressers to the smiles of customers and to the future beyond.