The Discomfort of 'Unnaturally Straight' is a Thing of the Past: Beauty Salon Ash Expands 'Natural Hair Straightening'

株式会社Ash (Headquartered in Naka-ku, Yokohama / President Yujiro Osawa), a group company of Arte Genesis Co., Ltd. (Headquartered in Naka-ku, Yokohama / President Hideo Yoshimura), which operates approximately 370 beauty salons, proposes 'natural finish' hair straightening that solves traditional problems.

■ About 'Natural' Hair Straightening

In recent years, there has been increasing interest in hair straightening that emphasizes a 'natural finish.' While conventional hair straightening primarily focused on creating a perfectly straight look, Ash's 'natural hair straightening' is characterized by its ability to create soft curves and a natural volume that isn't excessively straightened, by utilizing the hair's inherent flow and movement. It allows for designs that consider the lift around the face and bangs, enabling a more natural impression while maintaining ease of styling.

Special Feature Page: https://ash-hair.com/special/straighthair2026/

■ Demand Peaks Before Rainy Season, Over 10,000 Cases Per Month in May-June

Ash's hair straightening services see stable demand throughout the year, with approximately 92,600 treatments performed in 2025. Among these, demand tends to peak in May and June, prior to the humid rainy season, with over 10,000 treatments recorded each month.

This rising demand reflects a change in customers' awareness of hair straightening. From its past image as a 'treatment to straighten frizz,' it is now perceived as 'hair design that naturally styles,' becoming an established part of daily hair care. Particularly from female customers, there are many requests such as 'frizz and waves due to humidity, stray hairs' and 'I want natural roots and soft movement at the ends,' with an increasing number of cases adopting it to address hair quality changes with age.

■ Expanding Reach of Hair Straightening, Male Demand Also Growing

In recent years, the demand for hair straightening is expanding not only among women but also among men. What is particularly supported is a finish that naturally blends into business scenes. The texture, which avoids being excessively straight and utilizes the hair's natural quality, is highly valued. Many male customers have commented, 'I have more time in the morning because my hair doesn't get messed up easily and can be styled with just a hairdryer' and 'I look cleaner.' Due to its natural finish and lack of an unnatural appearance, it is supported by a wide range of people, from students job hunting to working professionals, and hair straightening has now permeated as hair care that transcends gender and generation. In the past five years, the number of male hair straightening cases has increased from approximately 14,700 cases in 2023, immediately after the end of the COVID-19 pandemic, to approximately 16,500 cases, an increase of approximately 1,800 cases, indicating that the male market is expanding.

This trend is supported by advancements in chemicals and treatment techniques. The ability to achieve a natural finish while minimizing damage to the hair has expanded options for those who were previously hesitant to try hair straightening.

Ash will continue to propose hair designs that are tailored to the seasons and lifestyles through evolved hair straightening, moving from 'making it straight' to 'naturally styling.' We will address the hair quality and daily lives of each individual, regardless of gender, age, or scene, to deliver hairstyles that allow all customers to have 'hair that feels like themselves' and 'make every day a little easier.'

■ Ladies Hair Straightening

Point 01

Customized treatment tailored to hair quality

Fine-tune chemicals, iron temperature, and process according to curl strength, hair thickness, and damage level.

We also pay close attention to the chemicals used.

Responsible Staff

Hair Stylist

Ash Nakameguro store Shinsuke Takahashi

URL: https://ash-hair.com/staff/16237/

Makeup Artist

Ash Nagatsuta store Miho Ishibashi

URL: https://ash-hair.com/staff/20210150/

Point 02

Iron work that preserves shine

Iron operation for 'styling,' not just straightening.

Responsible Staff

Hair Stylist

Ash Mizue store Hayahiro Ono

URL: https://ash-hair.com/staff/20170121/

Makeup Artist

Ash Nagatsuta store Miho Ishibashi

URL: https://ash-hair.com/staff/20210150/

Point 03

Finish calculated to the ends

Natural roots, soft movement at the ends.

Responsible Staff

Hair Stylist

Aejon Mitaka store Keita Suzuki

URL: https://ash-hair.com/staff/20220175/

Makeup Artist

Ash Nagatsuta store Miho Ishibashi

URL: https: