Approximately 1 in 2 Modern Women (45.3%)*1 Have Experienced "Feeling More Positive Due to Shiny Hair" - What is TSUBAKI's "Beauty Resilience"? Survey Results Announced at 20th Anniversary Event Featuring SUZY (Bae Suzy)

FineToday Co., Ltd. (Headquarters: Minato-ku, Tokyo, President & CEO: Tetsuro Komori) announces that its haircare brand "TSUBAKI," which leads to abundant, glossy hair, conducted an awareness survey on "Hair and Resilience" to explore changes in the social environment and women's consciousness over the past 20 years, and the impact of hair, marking the brand's 20th anniversary. The results were revealed at a 20th-anniversary event attended by SUZY, TSUBAKI's global ambassador and active actress/singer. The survey found that approximately 1 in 2 modern women (45.3%)*1 have experienced "feeling more positive due to having shiny hair."

TSUBAKI views glossy hair as something that gently awakens inner confidence and becomes a "resilient power to face forward" in daily life, defining this as "Beauty Resilience." Against the backdrop of changing environments surrounding modern women, TSUBAKI will deliver the value of "glossy hair," which has been its consistent focus for 20 years since its inception, in a new worldview created with SUZY.

【SUMMARY】

TSUBAKI conducts 20th-anniversary survey; results announced at 20th-anniversary event attended by global ambassador SUZY (Bae Suzy).

【The "Self-Resolution Pressure" Surrounding Modern Women and the Positive Power of Glossy Hair】

● 85.2%*1 of Japanese women responded, "It's important to recover from stress and low moods on your own." - The spread of "self-resolution pressure" among modern women.

● Approximately 1 in 2*1 have "experienced feeling more positive due to shiny hair." 86.5%*1 feel that "hair shine is related to confidence and positive feelings."

【TSUBAKI's Proposed "Beauty Resilience"】

● TSUBAKI believes that glossy hair awakens inner confidence and becomes a "resilient power to face forward," and for 20 years since its founding, it has supported and encouraged women worldwide.

● This "positive power" brought by glossy hair is understood as "Beauty Resilience," reflecting the brand's renewed mission.

● At the event, SUZY stated, "When my hair is beautiful, I feel like, 'Maybe today will be a little okay,'" advocating for its value.

Why does "hair shine" connect with positivity now?

Over the 20 years since the brand's launch, the social environment and values surrounding women have changed significantly, leading to diversification in lifestyles and values. A society is being formed where life choices, such as career, marriage, childbirth, and retraining, are expanding.

While life choices are expanding, there is also increasing pressure to "choose for oneself and take responsibility for oneself."

This survey revealed that in this unique psychological state of modern times, "hair shine" is recognized as a trigger for adjusting one's mood, as a small, everyday change.

【Approximately 1 in 2 Modern Women*1 "Feel Positive with Shine" - Survey Results Indicating "Beauty Resilience"】

Over 80% Recognize "Moods Should Be Restored Independently" - Self-Resolution Pressure Spreading Among Modern Women

When asked what is generally considered important in dealing with stress, "recovering from emotional turmoil" was the top response at 85.2%*1. Furthermore, 75.1%*1 of women feel there is a trend to "handle stress on their own."

In a society that emphasizes self-determination in everything from major life choices to small daily decisions, there is a tendency for stress management to be left to the individual.

Moreover, the societal trend of "having to deal with it oneself" in response to stress arising from freedom of choice is reflected in individual consciousness.

Regarding stress and low moods, 74.7%*1 of women answered that they "sometimes or often" feel they "must do something about it / must recover." The most common reason given was "cannot abandon daily responsibilities such as work, housework, and studies" (52.8%*1). It is suggested that while juggling multiple roles, women feel a "self-resolution pressure" to cope independently even when feeling unwell, which itself contributes to stress.

Self-Resolution Pressure is a Common Trend and Challenge in Asian Countries and Regions

This trend is not limited to Japan. In South Korea, which has received high praise including Best Cosmetics awards, and in Vietnam, where TSUBAKI's sales growth is remarkable in the Southeast Asian market, similar surveys were conducted. The results showed that women who feel there is a societal trend to "handle stress on their own" were 90.1%*2 in South Korea and 91.5%*2 in Vietnam.

Furthermore, as individual consciousness, women who feel they "must handle stress on their own" were 88.3%*2 in South Korea and 98.1%*2 in Vietnam. While women's choices are expanding due to the diversification of lifestyles and values, the consciousness of needing to "solve the worries and stress associated with those choices oneself" is a common trend not only in Japan but also among women in Asian countries and regions. Despite differences in social background and culture, the "environment demanding self-resolution" clearly exists structurally.

Based on these survey results, journalist Keiko Hamada provided insights as a new perspective to engage with women's consciousness in the modern era of diverse values and expanding choices.

Pressure of "New Shoulds" Born in an Era of Diversification - Are We Truly Free?

- Journalist Keiko Hamada

Indeed, over the past 20 years, women's choices in life and work have increased. Various legal systems have been established to balance work and childcare, making it easier to continue working and increasing the possibility of achieving desired careers. Views on marriage and careers have also diversified, with more women choosing not to marry or have children.

However, have women truly become able to choose their lives by their own will?

Japan ranks 118th out of 148 countries in the Gender Gap Index, which measures gender equality annually published by the World Economic Forum (2025). The situation of overwhelming gender "inequality" among developed countries remains unchanged.

In Japan, the consciousness of gender role division, where "men primarily work and earn, and women do housework and childcare," is still deeply rooted. In fact, among OECD countries, while men's housework time is 1, women's is 1.9 times, whereas Japanese women spend 5.5 times more time on housework than men.

One of the major changes in the past 15 years is the spread of social media. Seeing others' "choices," which were previously invisible, can lead to self-blame, thinking "I'm not trying hard enough" if one is "unable to act" or "not acting." I worry that people may feel more cornered than in times when there were no choices for anyone.

What we need is to become even slightly freer from the idea of "should be this way."

Realizations in Everyday Moments - Triggers to Move Forward

86.5% Believe "Hair Shine is Related to Confidence and Positivity" - Glossy Hair is a Support for the Mind, Not Just Appearance

"I have to recover on my own," "I have to move forward" - precisely because it is a demanding era, TSUBAKI wants to value "resilience" that naturally allows one to move forward, rather than forcing oneself.

This survey revealed that three out of four women*1 prioritize "having shine" in their hair condition, and among them, 86.5%*1 believe that "hair shine is related to confidence and positive feelings." It was understood that glossy hair is not just about external beauty but also serves as a mental support for moving forward authentically.

Approximately 1 in 2*1 "Feel Positive with Shine" - A Recovery Switch in Daily Life

In fact, approximately 1 in 2*1 women in the past year responded that they "experienced a shift in mood and felt more positive after feeling their hair had shine." Voices like "When my hair condition is good, I can go out feeling good" and "Even if I'm a little down, if my hair is neat, I feel like I can try hard today" were also received. As an actual experience, noticing "glossy hair" in everyday moments has the power to change one's mood and actions positively.

Noticing that You're Taking Care of Yourself in Daily Life - Journalist Keiko Hamada

It is known that Japanese women have the shortest sleep duration globally. I was like that too, but looking at younger female colleagues, many seem to be overwhelmed daily managing work and family, and achieving results at work, and tend to put themselves last. In such a situation, some may honestly not have the luxury to care about their hair or skin.

However, I feel that caring for one's hair and skin has positive effects on physical and mental health. This is not just about "appearance."

While it's true that one can gauge their physical condition from their skin and hair, it's more importantly connected to "taking care of oneself" and "caring for oneself."

Even if the time for self-care is short, the sense of fulfillment derived from being able to use that time solely for oneself, detached from daily busyness, leads to a positive self-perception.

Don't you all have this experience? When you change shampoo and your dry hair becomes smooth and manageable. When your hair is manageable before going to work, you can start the day feeling good. Every time you look in the mirror after going to the restroom and your hair is neat, your mood becomes more positive. It's not about buying something luxurious or having a special experience; it's the tangible feeling obtained from the result of paying a little attention to yourself and valuing yourself daily. That is the feeling of "I value myself." I believe this is what women need to maintain self-affirmation.

From these results, it was found that while modern women are in an environment where they are expected to "recover on their own," they feel positivity within themselves through small triggers in daily life. And "glossy hair" exists as one of those triggers.

TSUBAKI, taking into account the trends observed in this survey, defines "not stubbornly resisting, but flexibly being able to face forward again" as "Beauty Resilience." On this 20th anniversary milestone, through the value of "glossy hair" pursued since the brand's inception, TSUBAKI will continue to support women's positive steps forward.

【"Glossy Hair is My Strength." TSUBAKI 20th Anniversary Party Event Report】

At this event, global ambassador SUZY, who embodies TSUBAKI's proposed "Beauty Resilience" through her own flexible and authentic lifestyle, made an appearance. SUZY spoke about what glossy hair means to her, and the new TV commercial, which began airing on July 1st, was also unveiled.

- SUZY Appointed TSUBAKI Global Ambassador Release: https://prtimes.jp/main/html/rd/p/000000205.000081704.html

- SUZY x TSUBAKI New CM Release: https://prtimes.jp/main/html/rd/p/000000208.000081704.html

SUZY, Embodying "Beauty Resilience," Appears at TSUBAKI's 20th Anniversary Event.

SUZY appeared in a TSUBAKI red dress that beautifully showcased her glossy hair, holding a bouquet to celebrate TSUBAKI's 20th anniversary. SUZY presented a vibrant bouquet to FineToday Vice President Shigeichi Takatsu, along with words of congratulation for the 20th anniversary.

When asked by the MC about the highlights of her hairstyle and outfit, she said, "Today, as it is a significant occasion to celebrate TSUBAKI's 20th anniversary, I chose to wear this striking RED color dress that symbolizes the brand. I also made sure my hair conveyed healthy shine and beauty," she said with a smile.

As TSUBAKI's global ambassador, she shared, "When I first encountered TSUBAKI, what impressed me most was the brand's philosophy of beauty. It's special because it not only enhances the visible beauty of hair but also allows for the natural expression of one's unique personality and charm. I deeply resonate with the brand's message of supporting individuals to express themselves uniquely."

"Beautiful Hair is One of the Best Beauty Sources." SUZY Speaks About the Positive Power of "Glossy Hair."

In the talk session, SUZY also discussed the impact of glossy hair on makeup and fashion. "Hair plays a truly significant role in self-expression. It feels like the overall atmosphere is completed when lustrous, shining hair is added at the final moment of finishing makeup and fashion," she commented.

When asked, "Does having good hair condition provide some emotional support?" she replied, "Hair condition greatly influences my mood for the day. When my hair is healthy and neat, I feel like I'm taking care of myself. Also, at the end of the day, when I wash my hair and see my shiny, neat hair in the mirror, I gain a small sense of accomplishment and peace, thinking, 'I had a good day today.'" She revealed that even while working globally, facing her hair daily brings small moments of positivity into her life.

The Highlight of the New TV Commercial is "Natural Shine and Healthy Hair."

The event also featured the screening of a new TV commercial starring SUZY.

Reflecting on the CM shoot, she said, "I believe I was particularly conscious of ensuring that the natural shine and healthy hair were well-represented. I would be happy if everyone could watch it together, paying attention to that aspect." After viewing the completed CM, she commented, "It turned out exactly as I intended, with healthy, glossy hair well-represented, and I am very satisfied with how beautifully it turned out."

At the end of the talk session, SUZY captivated the media with her overwhelmingly beautiful glossy hair and charming smile, concluding her stage appearance.

【TV Commercial Overview】

TV Commercial Title:

TSUBAKI "Glossy Hair is My Strength." (30 seconds)

https://youtu.be/TlY-e9iodxk

TSUBAKI "Glossy Hair is My Strength." (15 seconds)

https://youtu.be/sMN2SxxhuFs

TV Commercial Release: https://prtimes.jp/main/html/rd/p/000000208.000081704.html

【SUZY Profile】

Born in South Korea. After debuting as a member of the girl group miss A, she gained widespread attention with the film "Architecture 101" and began her full-fledged acting career. She has since established herself as an actress with her delicate emotional expression and solid presence in numerous hit works such as the dramas "While You Were Sleeping" and "Start-Up," the Coupang Play series "Anna," and the Netflix series "Doona!". In recent years, she starred in the Netflix series "Ballerina," garnering broad support in Asia and globally. She is set to appear in the upcoming Disney+ original series "Delusion (tentative title)," further expanding her global activities. With her transparent beauty and a graceful yet strong demeanor, she is active globally in advertising and fashion, and is supported by a wide range of generations in Asia and worldwide.

<Keiko Hamada Profile>

Joined The Asahi Shimbun Company in 1989. Worked in the AERA editorial department from 1999. After serving as deputy editor-in-chief, she became editor-in-chief of AERA in 2014. After leaving The Asahi Shimbun Company at the end of March 2017, she launched the Japanese version of Business Insider, a global economic online media outlet operating in 12 countries, as its general editor-in-chief. She stepped down at the end of 2020 and became a freelance journalist. She covers topics such as labor issues and gender. From August 2022 to October 2025, she served as editor-in-chief of "Works," published by Recruit Works Institute. In August 2022, she established the General Incorporated Association Digital Journalist Training Organization. She received the 2022 Social Journalist Award. Since October 2023, she has also served as a B.League director. She is a commentator on "Hatori Shinichi Morning Show," "Sunday Morning," and "News Runner," and gives numerous lectures on diversity and other topics. Her books include "Working Women and Guilt," "The End of Male-Dominated Companies," and "Before You Hit Like!" (co-authored).

【Product Overview - Main Products】

Product Name: TSUBAKI Premium Moist & Repair Shampoo

Premium Moist & Repair Conditioner

Features: Beautiful finish from the first use, formulated with Tsubaki Oil Force (*1).

For dryness and frizz.

Reaches deep into the hair to moisturize to the tips, leading to manageable, lively, bouncy hair with shine (*3).

Volume: 450mL

Price: Open price

Product Name: TSUBAKI Premium Volume & Repair Shampoo

Premium Volume & Repair Conditioner

Features: Beautiful finish from the first use, formulated with Tsubaki Oil Force (*1).

For lack of volume.

Reaches deep into the hair to provide bouncy, lively hair with shine from the roots (*3).

Volume: 450mL

Price: Open price

Product Name: TSUBAKI Premium EX Damage Care & Repair Shampoo

Premium EX Damage Care & Repair Conditioner & Treatment

Features: Beautiful finish from the first use, formulated with Tsubaki Oil Force (*1).

For severe damage.

Repairs severely damaged hair from perms and coloring in a three-dimensional manner (*4), leading to smooth, lively, bouncy hair with shine to the tips with every use (*3).

Volume: 450mL

Price: Open price

Product Name: TSUBAKI Premium EX Repair Mask

Features: Formulated with Golden Repair ingredients (*2) that provide W double repair to the hair's surface and core.

For particularly severe damage.

Ionic repair power for hair. Delivers ionic repair ingredients (*5) deep into severely damaged hair, caring for root damage.

Volume: 180g

Price: Open price

【Various Links】

▼ TSUBAKI Brand Site: https://brand.finetoday.com/jp/tsubaki/

▼ TSUBAKI Official Instagram: https://www.instagram.com/tsubaki_jp/

▼ TSUBAKI Official X: https://x.com/tsubaki_ofc

▼ FineToday Corporate Information: https://www.finetoday.com/jp/