【AVEDA】New Concept Salon "BEHIVE.A" Grand Opening on Wednesday, April 15, 2026, in Hirose-dori, Sendai

THIS Co., Ltd. (Headquarters: Sendai, Miyagi Prefecture; Representative Director: Masashi Yoshida) will open the Aveda Concept Salon "BEHIVE.A" on Wednesday, April 15, 2026, in Hirose-dori, Sendai.

Located in a highly convenient area, just a 1-minute walk from Sendai Subway "Hirose-dori Station," and surrounded by offices and commercial facilities, the salon will offer services to a wide range of customers as a place where they can casually stop by in their daily lives.

At this salon, we incorporate Aveda's plant-derived approach, focusing on minimizing burden on hair and scalp while enhancing design, and propose total care including hair, skin, and body. We will provide an experience where each customer can feel "beauty" and "comfort" by closely attending to their individual needs.

■ Salon Philosophy that Values Human Connections
BEHIVE.A is a hair salon that values "person-to-person" relationships above all else. Through beauty, we aim to create comfortable connections for customers, staff, and the entire community. We propose hair designs that cater to each individual's bone structure, hair type, and lifestyle, looking not only at "now" but also at the "future." We cherish even the small sense of exhilaration felt the moment one touches their hair or looks in the mirror.

■ Holistic Beauty Proposed with Aveda
At BEHIVE.A, we utilize the characteristics of Aveda products to provide treatments that combine care and design, focusing on hair and scalp conditions.

Furthermore, with the power of plants and a sustainable philosophy as our background, we will continue to bring out the inherent beauty of hair through ongoing care and propose a comfortable experience that accompanies daily life.

■ Main Menu
Cut: 5,280 yen (includes shampoo and blow-dry)
Color: 5,500 yen~
Perm: 11,330 yen~
Hair Straightening: 16,830 yen~
Head Spa: 6,160 yen~

BEHIVE.A
Opening Date: Wednesday, April 15, 2026
Location: Tomoru Hirose-dori PhilPark 2F A, 2-2-4 Honcho, Aoba-ku, Sendai, Miyagi Prefecture
Access: 1-minute walk from Sendai Subway "Hirose-dori Station"
URL: https://behive-jp.com

■ About Concept Salons
Aveda's network salons include "Concept Salons," which exclusively handle Aveda products and services, and "Family Salons," which can handle up to three other manufacturers' products and services.

Both types of salons are managed by independent third parties who resonate with Aveda's mission, building partnerships with Aveda to jointly aim for sustainable business development and success.

There are currently approximately 100 Aveda Concept Salons in Japan.

The characteristic of "Aveda" salons lies in their holistic approach, which stimulates the five senses and balances mind and body. Utilizing the power of pure flowers and plants, they bring out the healthy beauty of each individual while respecting their uniqueness. Another feature is that they can be used by anyone, regardless of gender.

■ About AVEDA
Since 1978, Aveda has been driven by the power of nature, founded by hairstylist Horst Rechelbacher to fulfill its mission of caring for the world. Aveda's plant-derived, vegan, high-performance hair care, skin care, and body care products, carefully crafted for people and the planet, are manufactured using botanical technology and green chemistry, integrating insights from modern science and the ancient Indian wisdom of Ayurveda. Aveda is also Leaping Bunny certified and B Corp certified, meeting high standards for social and environmental performance, transparency, and accountability.

Aveda products are available at Aveda shops, partner salons, specialty retailers in over 45 countries worldwide, and on the brand's official website.

■ Company Profile
Company Name: THIS Co., Ltd.
Representative: Masashi Yoshida
Location: Toei-do Sendai Bldg 1F, 1-6-25 Chuo, Aoba-ku, Sendai, Miyagi Prefecture
TEL/FAX: 022-222-7408

■ Contact for this matter
BEHIVE.A
Contact Person: Masashi Yoshida