From "Hiding" Grey Hair to "Embracing" It: Creating a Society Where Women in Their 40s Can Feel Confident with Their Hair
Italian haircare brand "YUTALY" envisions a future where women no longer need to continuously dye their grey hair.
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- 📰 Published: April 1, 2026 at 09:10
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Our company endorses April Dream, a project aiming to make April 1st a day for companies to announce their dreams. This press release represents the dream of Elgon Japan Co., Ltd.
Elgon Japan Co., Ltd. (located in Shibuya-ku, Tokyo), operating the Italian premium haircare brand "YUTALY," aims to realize a society where women from their 40s can shine with their natural hair, without losing confidence due to grey hair.
## Our Dream
"My grey hairs are increasing again," "I need to dye them soon."
Many women utter these words once they pass their 40s.
Dyeing grey hair every two weeks, long waiting times at salons, burden on the scalp—
Has grey hair care unknowingly become an "obligation"?
We at YUTALY dream of a future where:
- "Even with grey hair, I am beautiful in my own way."
- "I can be confident in my hair without continuously dyeing it."
- "Aging becomes something to look forward to."
From "hiding" grey hair to "embracing" it.
We are serious about realizing such a shift in values.
## Why We Share This Dream Now
In Japan, data shows that approximately 80% of women in their 40s are concerned about grey hair.
And most of them only know the option of "dyeing."
However, in Europe, there is a deeply rooted culture that views "grey hair" as a symbol of beauty.
Instead of hiding grey hair, the philosophy of eLGON, loved in Italy for over 50 years, is to nurture the scalp for healthy hair while embracing its natural color.
We want to bring this idea to Japan.
We want to make the option of "not dyeing" more commonplace.
And we want to create a society where women from their 40s can feel confident about their hair.
## Towards Realizing the Dream
YUTALY offers products formulated with grey hair care ingredients "DARKENYL®" and "GREYVERSE®."
These are not dyes but ingredients that support the hair's natural beauty by improving scalp conditions.
For those tired of continuous dyeing.
For those who want to manage their grey 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 of "beauty even with grey hair" to society.
## Vision for 2030
Our dream is that by 2030:
- The option of "non-dyeing grey hair care" becomes commonplace in Japan.
- Women aged 40 and above no longer refrain from going out due to grey hair.
- "Grey hair" is recognized as a symbol of beauty in Japan.
YUTALY will continue to strive towards realizing this dream.
## About Elgon Japan Co., Ltd.
As the exclusive distributor in Japan for "eLGON," a premium haircare brand founded in Milan, Italy, in 1968, we develop products specializing in anti-aging care. Through our own brands "YUTALY" and "Anti-Grey," we propose new hair care methods for women from their 40s.
Official website: https://yutaly.jp/
"April Dream" is a project by PR TIMES where companies announce their future dreams on April 1st. We are seriously committed to realizing this dream.
Elgon Japan Co., Ltd. (located in Shibuya-ku, Tokyo), operating the Italian premium haircare brand "YUTALY," aims to realize a society where women from their 40s can shine with their natural hair, without losing confidence due to grey hair.
## Our Dream
"My grey hairs are increasing again," "I need to dye them soon."
Many women utter these words once they pass their 40s.
Dyeing grey hair every two weeks, long waiting times at salons, burden on the scalp—
Has grey hair care unknowingly become an "obligation"?
We at YUTALY dream of a future where:
- "Even with grey hair, I am beautiful in my own way."
- "I can be confident in my hair without continuously dyeing it."
- "Aging becomes something to look forward to."
From "hiding" grey hair to "embracing" it.
We are serious about realizing such a shift in values.
## Why We Share This Dream Now
In Japan, data shows that approximately 80% of women in their 40s are concerned about grey hair.
And most of them only know the option of "dyeing."
However, in Europe, there is a deeply rooted culture that views "grey hair" as a symbol of beauty.
Instead of hiding grey hair, the philosophy of eLGON, loved in Italy for over 50 years, is to nurture the scalp for healthy hair while embracing its natural color.
We want to bring this idea to Japan.
We want to make the option of "not dyeing" more commonplace.
And we want to create a society where women from their 40s can feel confident about their hair.
## Towards Realizing the Dream
YUTALY offers products formulated with grey hair care ingredients "DARKENYL®" and "GREYVERSE®."
These are not dyes but ingredients that support the hair's natural beauty by improving scalp conditions.
For those tired of continuous dyeing.
For those who want to manage their grey 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 of "beauty even with grey hair" to society.
## Vision for 2030
Our dream is that by 2030:
- The option of "non-dyeing grey hair care" becomes commonplace in Japan.
- Women aged 40 and above no longer refrain from going out due to grey hair.
- "Grey hair" is recognized as a symbol of beauty in Japan.
YUTALY will continue to strive towards realizing this dream.
## About Elgon Japan Co., Ltd.
As the exclusive distributor in Japan for "eLGON," a premium haircare brand founded in Milan, Italy, in 1968, we develop products specializing in anti-aging care. Through our own brands "YUTALY" and "Anti-Grey," we propose new hair care methods for women from their 40s.
Official website: https://yutaly.jp/
"April Dream" is a project by PR TIMES where companies announce their future dreams on April 1st. We are seriously committed to realizing this dream.
FAQ
What is the "non-dyeing grey hair care" advocated by YUTALY?
It's a care method that supports the hair's natural beauty by improving scalp conditions with ingredients (DARKENYL®, GREYVERSE®) rather than hiding grey hair with dye, embracing natural grey hair.
Why is the value of "embracing" grey hair being proposed now?
In Japan, about 80% of women in their 40s are concerned about grey hair and only know the option of dyeing. This proposal aims to offer new choices and confidence, inspired by European grey hair culture.
What kind of society does YUTALY aim for by 2030?
By 2030, YUTALY aims for a society where "non-dyeing grey hair care" is commonplace in Japan, women over 40 no longer avoid going out due to grey hair, and grey hair is recognized as a symbol of beauty.