From "Hiding" Gray Hair to "Embracing" It: Creating a Society Where Women in Their 40s and Beyond Can Have Confidence in Their Hair
Italian premium haircare brand "YUTALY," operated by Ergon Japan, proposes a new value system for women aged 40 and above: instead of hiding gray hair, they should embrace it. Through products that support the hair's natural beauty without dyes, the brand aims to foster a society where women can feel confident with their gray hair.
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- 📰 Published: April 1, 2026 at 09:10
- 🔍 Collected: April 1, 2026 at 01:00
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Our company endorses April Dream, an initiative to make April 1st a day to announce dreams. This press release is the dream of Ergon Japan Co., Ltd.
YUTALY, an Italian premium haircare brand operated by Ergon Japan Co., Ltd. (Location: Shibuya-ku, Tokyo), aims to create a society where women in their 40s and beyond can shine with their natural hair, without losing confidence due to gray hair.
■ Our Vision
"My gray hairs have increased again." "It's almost time to dye them."
Many women in their 40s and beyond say these words.
Dyeing gray hair every two weeks, long waiting times at the salon, burden on the scalp—
Has gray hair care inadvertently become an "obligation"?
We, YUTALY, envision such a future:
"Even with gray hair, one is beautiful in their own way."
"One can have confidence in their hair without constantly dyeing it."
"Aging becomes something to look forward to."
We are serious about realizing this shift in values: from gray hair as something to "hide" to something to "make the most of."
■ Why talk about this dream now?
In Japan, data shows that approximately 80% of women in their 40s are concerned about gray hair.
And many of them only know the option of "dyeing."
However, in Europe, there is a culture where "gray hair" is embraced as a symbol of beauty.
Instead of hiding gray hair, caring for the scalp to enhance the hair's natural color and health—
That is the philosophy of eLGON, loved in Italy for over 50 years.
We want to bring this idea to Japan.
We want to make the option of "not dyeing" more common.
And we want to create a society where women in their 40s and beyond can have confidence in their hair.
■ Towards the realization of our dream
YUTALY offers products containing gray hair care ingredients "DARKENYL®" and "GREYVERSE®".
These are not dyes but ingredients that support the hair's inherent beauty by improving the scalp environment.
For those tired of continuous dyeing.
For those who want to manage gray hair gracefully.
For those who don't want to give up due to age.
We will not only deliver products but also convey the value that "even with gray hair, one is beautiful" to society.
■ Vision for 2030
Our dream, by 2030, is for—
・"Non-dyeing gray hair care" to become commonplace in Japan.
・Women aged 40 and over to no longer refrain from going out due to gray hair.
・"Gray hair" to be recognized as a symbol of beauty in Japan.
YUTALY will continue its journey towards the realization of this dream.
■ About Ergon Japan Co., Ltd.
As the exclusive distributor in Japan for "eLGON," a premium haircare brand founded in Milan, Italy in 1968, we offer products specialized in aging care. Through our own brands "YUTALY" and "Anti-Gray," we propose new hair care methods for women in their 40s and beyond.
Official Website: https://yutaly.jp/
"April Dream" is an initiative where companies announce their dreams that they hope will come true on April 1st.
YUTALY, an Italian premium haircare brand operated by Ergon Japan Co., Ltd. (Location: Shibuya-ku, Tokyo), aims to create a society where women in their 40s and beyond can shine with their natural hair, without losing confidence due to gray hair.
■ Our Vision
"My gray hairs have increased again." "It's almost time to dye them."
Many women in their 40s and beyond say these words.
Dyeing gray hair every two weeks, long waiting times at the salon, burden on the scalp—
Has gray hair care inadvertently become an "obligation"?
We, YUTALY, envision such a future:
"Even with gray hair, one is beautiful in their own way."
"One can have confidence in their hair without constantly dyeing it."
"Aging becomes something to look forward to."
We are serious about realizing this shift in values: from gray hair as something to "hide" to something to "make the most of."
■ Why talk about this dream now?
In Japan, data shows that approximately 80% of women in their 40s are concerned about gray hair.
And many of them only know the option of "dyeing."
However, in Europe, there is a culture where "gray hair" is embraced as a symbol of beauty.
Instead of hiding gray hair, caring for the scalp to enhance the hair's natural color and health—
That is the philosophy of eLGON, loved in Italy for over 50 years.
We want to bring this idea to Japan.
We want to make the option of "not dyeing" more common.
And we want to create a society where women in their 40s and beyond can have confidence in their hair.
■ Towards the realization of our dream
YUTALY offers products containing gray hair care ingredients "DARKENYL®" and "GREYVERSE®".
These are not dyes but ingredients that support the hair's inherent beauty by improving the scalp environment.
For those tired of continuous dyeing.
For those who want to manage gray hair gracefully.
For those who don't want to give up due to age.
We will not only deliver products but also convey the value that "even with gray hair, one is beautiful" to society.
■ Vision for 2030
Our dream, by 2030, is for—
・"Non-dyeing gray hair care" to become commonplace in Japan.
・Women aged 40 and over to no longer refrain from going out due to gray hair.
・"Gray hair" to be recognized as a symbol of beauty in Japan.
YUTALY will continue its journey towards the realization of this dream.
■ About Ergon Japan Co., Ltd.
As the exclusive distributor in Japan for "eLGON," a premium haircare brand founded in Milan, Italy in 1968, we offer products specialized in aging care. Through our own brands "YUTALY" and "Anti-Gray," we propose new hair care methods for women in their 40s and beyond.
Official Website: https://yutaly.jp/
"April Dream" is an initiative where companies announce their dreams that they hope will come true on April 1st.