Fino's Medical Wig Program: 'HAIR TOUCH YOU' Reaches Out

Launched in April 2022, the hair care brand Fino's program 'HAIR TOUCH YOU' connects donors, recipients, hairdressers, and medical professionals through hair. As part of this program, the 'Medical Wig Donation Project' provides free medical wigs to those in need. In its second year, the project utilized a portion of sales from pink ribbon products (4,312,440 yen) and donated hair to deliver wigs to 11 individuals.

*Total donations from sales of limited-edition pink Fino products from September 3, 2025.

About the 'HAIR TOUCH YOU' initiative and the second-year project: Through the program, we heard voices saying they know about hair donation but don't understand the details, or wonder about the difference between medical wigs and fashion wigs. We believe it's important to 'know correctly' first, which leads to action. The 'fino wig Bank' accepts any hair longer than 31cm, including colored or gray hair. This year, we added natural wave wigs to expand options, offering a total of 7 types. Fino aims to support the desire to be oneself, hoping medical wigs become a choice that helps people feel their own identity. Recipients included people suffering from hair loss due to cancer treatment side effects or alopecia, regardless of gender or age. The program values that having a medical wig is not a matter of course, but helps broaden each person's beauty options, aiming to provide an experience that transforms feelings through hair.

Handover process: From applicants with various backgrounds, we delivered wigs to 11 people. Instead of simply handing over wigs, we conducted counseling on desired hairstyles, performed customized cuts, and finished with blow-drying and styling. From an unadjusted wig to a beautiful style that suits the individual, hairdressers worked closely to tailor each one.

Before and after customization images.

Recipients included a 10-year-old girl wanting a short bob, a person seeking natural gray hair, and someone trying a new look with bangs and waves. The girl, Hinata Kobayashi (pseudonym, 10), applied due to alopecia making her self-conscious. Her mother applied, and we respected her wishes, focusing on natural bangs and hairline. Seeing the completed wig, she spontaneously clapped and smiled, saying she wanted a half-up style like her mom.

Mari Nishida (pseudonym), who chose gray hair, had bought a bright wig for chemotherapy that didn't suit her, so she never used it. She didn't know gray hair was an option for medical wigs and was delighted to find a wig she could use comfortably.

Natsuki Fujisawa (pseudonym) chose the new natural wave wig. She had previously donated her own hair, cutting off waist-length hair before chemotherapy. She felt it was ironic to receive a wig made from others' donated hair. She tried a style with bangs for the first time, showing a positive attitude toward enjoying fashion.

The website includes more detailed stories: https://mi-mollet.com/articles/-/59596

From Hitomi Iwaoka, Secretary General of the National Welfare Beauty and Barber Training Association (Fukuribi): Fukuribi provides medical wigs that are durable, sensitive-skin-friendly, 100% human hair hand-tied, affordable, and stylish. Donating free wigs is very meaningful, especially in tough economic times. By classifying donated hair by type (straight, gray, curly), we can use it without waste to create various styles. This project has grown to support many people's individuality, thanks to donors and medical staff.

About Fukuribi: Established in 2007, this professional NPO aims for a society where everyone can live beautifully in their own way. It provides appearance support for elderly, disabled, and patients, runs a support center for cancer patients and families 'TOTONOU House', and creates community spaces for children and youth.

Official site: http://www.fukuribi.jp/

From Hiromi Akasaka, Group Manager of the Brand PRG at FineToday Co., Ltd.: We are delighted to deliver wigs and the heartfelt thoughts behind them to those in need. We deeply thank everyone who took action through hair. The program always reminds us of the power of thinking of unseen others and taking action, which is not easy.