Make everyday special. New fragrant hair care "Maison Orchidée" that beautifully enhances hair color strengthens "selectable hair care experience" with expanded lineup, featuring brand's first milk type!

b-ex Inc. (headquartered in Setagaya-ku, Tokyo, Representative Director: Shun Yuki, hereinafter referred to as b-ex) is expanding the lineup of its haircare brand "Maison Orchidée," further broadening the brand's selection experience. In addition to adding "Rich Milk," the brand's first milk-type product, it will also launch the "002 Series" of existing oil fragrance variations, available from Wednesday, April 8, 2026, at salons nationwide *1.

*1 Agency shipment

### **[Development Aim]**

Maison Orchidée is a haircare brand inspired by orchid flowers, affirming the unique appeal of each individual. Just as flowers of different colors and shapes each possess unparalleled beauty, the brand aims to be a companion to all who enjoy change and pursue possibilities.

Furthermore, instead of establishing 'one correct answer' for haircare, the brand has valued the ability to choose according to hair condition, occasion, and mood. With the introduction of the brand's first milk-type product and the expansion of fragrance variations, we are extending choices from both product type and scent axes. Maison Orchidée aims to enrich its lineup as a brand that proposes the joy of choosing freely in daily life.

### **[Outline of Lineup Expansion]**

This lineup expansion broadens choices across the following two axes, allowing for selection based on desired finish, usage scenario, and mood/lifestyle considerations related to fragrance.

* Product Type: Addition of the brand's first milk-type product. * Fragrance: Introduction of the new "002 Series" fragrance variation for existing oils, offering a total of six fragrance options.

### **[New Product Lineup]**

We are further strengthening the brand's appeal by expanding choices across both product type and fragrance.

**●MILK**

Hair milk formulated with ceramide liposome ingredients (moisturizer) encapsulating Vitamin C derivatives *2. Delivers moisture to hair, leading to a soft texture.