From 'hiding' gray hair to 'embracing' it: Creating a society where women in their 40s and beyond can feel confident about their hair
eLGON Japan is promoting a shift in perspective regarding gray hair, moving away from the obligation to cover it and toward embracing natural beauty. Through their brand 'YUTALY,' they aim to normalize the choice of not dyeing hair and support women in feeling confident as they age.
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- 📰 Published: April 1, 2026 at 09:10
- 🔍 Collected: April 1, 2026 at 01:00
We support 'April Dream,' an initiative that encourages companies to share their dreams on April 1st. This press release represents the dream of eLGON Japan Co., Ltd.
'YUTALY,' a premium hair care brand from Italy operated by eLGON Japan Co., Ltd. (located in Shibuya, Tokyo), aims to realize a society where women in their 40s and beyond do not lose confidence because of gray hair, but can shine with their hair just as it is.
■ The dream we envision
'I have more gray hair again,' 'It's time to dye it.'
Many women say these words once they pass their 40s.
Dyeing gray hair every two weeks, long waits at the salon, the burden on the scalp—
Has gray hair care become an 'obligation' before we even realized it?
At YUTALY, we dream of a future like this:
'Even with gray hair, I am beautiful and true to myself.'
'I can feel confident in my hair without having to keep dyeing it.'
'I look forward to getting older.'
From 'hiding' gray hair to 'embracing' it.
We are sincerely committed to realizing this shift in values.
■ Why we are sharing this dream now
Data shows that about 80% of women in their 40s in Japan are concerned about gray hair.
And many of them only know the option of 'dyeing' it.
However, in Europe, there is a deep-rooted culture that views 'gray hair' as a symbol of beauty.
Instead of hiding gray hair, we should nurture the scalp to be healthy while embracing natural hair color—
That is the philosophy of eLGON, which has been loved in Italy for over 50 years.
We want to bring this way of thinking to Japan.
We want to make the choice of 'not dyeing' more common.
And we want to create a society where women in their 40s and beyond can feel confident about their hair.
■ Toward the realization of our dream
At YUTALY, we offer products formulated with the gray hair care ingredients 'DARKENYL®' and 'GREYVERSE®.'
These are not dyes, but ingredients that support the hair's natural beauty by conditioning the scalp environment.
To those tired of constant dyeing.
To those who want to live in harmony with their gray hair.
To those who do not want to give up because of their age.
We are not just delivering products; we are delivering the value that 'you are beautiful even with gray hair' to society.
■ Vision for 2030
By 2030, our dream is that:
・The option of 'non-dyeing gray hair care' will become standard in Japan.
・Women over 40 will no longer refrain from going out because of their gray hair.
・'Gray hair' will be recognized as a symbol of beauty in Japan as well.
YUTALY will continue to move forward toward the realization of this dream.
■ About eLGON Japan Co., Ltd.
As the sole Japanese distributor for 'eLGON,' a premium hair care brand founded in Milan, Italy, in 1968, we develop products specialized in anti-aging care. Through our brands 'YUTALY' and 'Anti-Grey,' we propose new hair care methods for women in their 40s and beyond.
Official Website: https://yutaly.jp/
'April Dream' is a project by PR TIMES that encourages companies to share the dreams they hope to achieve someday on April 1st. We are sincerely aiming to make this dream a reality.
'YUTALY,' a premium hair care brand from Italy operated by eLGON Japan Co., Ltd. (located in Shibuya, Tokyo), aims to realize a society where women in their 40s and beyond do not lose confidence because of gray hair, but can shine with their hair just as it is.
■ The dream we envision
'I have more gray hair again,' 'It's time to dye it.'
Many women say these words once they pass their 40s.
Dyeing gray hair every two weeks, long waits at the salon, the burden on the scalp—
Has gray hair care become an 'obligation' before we even realized it?
At YUTALY, we dream of a future like this:
'Even with gray hair, I am beautiful and true to myself.'
'I can feel confident in my hair without having to keep dyeing it.'
'I look forward to getting older.'
From 'hiding' gray hair to 'embracing' it.
We are sincerely committed to realizing this shift in values.
■ Why we are sharing this dream now
Data shows that about 80% of women in their 40s in Japan are concerned about gray hair.
And many of them only know the option of 'dyeing' it.
However, in Europe, there is a deep-rooted culture that views 'gray hair' as a symbol of beauty.
Instead of hiding gray hair, we should nurture the scalp to be healthy while embracing natural hair color—
That is the philosophy of eLGON, which has been loved in Italy for over 50 years.
We want to bring this way of thinking to Japan.
We want to make the choice of 'not dyeing' more common.
And we want to create a society where women in their 40s and beyond can feel confident about their hair.
■ Toward the realization of our dream
At YUTALY, we offer products formulated with the gray hair care ingredients 'DARKENYL®' and 'GREYVERSE®.'
These are not dyes, but ingredients that support the hair's natural beauty by conditioning the scalp environment.
To those tired of constant dyeing.
To those who want to live in harmony with their gray hair.
To those who do not want to give up because of their age.
We are not just delivering products; we are delivering the value that 'you are beautiful even with gray hair' to society.
■ Vision for 2030
By 2030, our dream is that:
・The option of 'non-dyeing gray hair care' will become standard in Japan.
・Women over 40 will no longer refrain from going out because of their gray hair.
・'Gray hair' will be recognized as a symbol of beauty in Japan as well.
YUTALY will continue to move forward toward the realization of this dream.
■ About eLGON Japan Co., Ltd.
As the sole Japanese distributor for 'eLGON,' a premium hair care brand founded in Milan, Italy, in 1968, we develop products specialized in anti-aging care. Through our brands 'YUTALY' and 'Anti-Grey,' we propose new hair care methods for women in their 40s and beyond.
Official Website: https://yutaly.jp/
'April Dream' is a project by PR TIMES that encourages companies to share the dreams they hope to achieve someday on April 1st. We are sincerely aiming to make this dream a reality.