Fragrance-Free Brand "mushu," Born from Concerns About Scents and Aiming for Odorlessness, Launches Full Scale on Amazon After Pre-Sales

Hoyu Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture; President and Representative Director: Yoshihiro Sasaki; hereinafter "Hoyu") will launch "mushu" shampoo and treatment from its fragrance-free brand "mushu," developed with the new concept of "aiming for odorless," on Amazon starting May 10, 2026.

These products were pre-sold through the crowdfunding service "Makuake" starting March 28, 2026, and received support. We were able to receive feedback from many people suffering from various odor concerns. This general release is based on those voices.

Furthermore, this product was realized through joint development with Daiichi Kogyo Seiyaku Co., Ltd. (Headquarters: Minami-ku, Kyoto City; President and Representative Director: Naoki Yamaji; hereinafter "Daiichi Kogyo Seiyaku"). By incorporating the concept of their technology "Odor Neutralization Method," which focuses on the perception mechanism of odors, and integrating the technologies and knowledge of both companies, product development was carried out to consider not only the fragrance itself but also the odors felt during use.

【Sales Information】 Release Date: May 10, 2026 Sales Channel: Amazon (Product Page URL: https://www.amazon.co.jp/dp/B0GWZR91JH)

We aim to create an environment where the product can be easily and immediately obtained when needed, and have commenced general sales on Amazon.

【Reactions from Pre-sales】 ・"Since developing chemical sensitivity several years ago, I haven't been able to use any fragrances. I had given up on products claiming to be fragrance-free or subtly scented with citrus, but I finally found my ideal shampoo and conditioner. The feel and finish are wonderful, and I want to continue using them carefully." ・"It's truly odorless. My curly, dry hair is also well-controlled and feels great."

【Background of Joint Development】 Initially, our company alone considered designing only "fragrance-free" products without synthetic fragrances, but it became clear that this approach had limitations in dealing with odors perceived during use and in the degree of freedom in formulation. Therefore, by incorporating Daiichi Kogyo Seiyaku's "Odor Neutralization Method" concept, we achieved a design that is free of synthetic fragrances while also considering raw material-derived base odors, and enabled formulation design that also considers usability and approach to hair.

【Concept of Odor Neutralization Method】 For these products, we conducted formulation design based on Daiichi Kogyo Seiyaku's "Odor Neutralization Method," focusing on the perception mechanism of how people sense odors.

This technology aims to cancel out odors and make them less perceptible by combining specific scents that are compatible with unpleasant odors. Unlike masking, which covers up strong scents, it is characterized by softening the perception of the odor itself, bringing it closer to a more natural state. This enabled a formulation design that is free of synthetic fragrances while also considering raw material-derived base odors.

*This technology does not guarantee that no odors will be perceived. *Measurement results by an odor evaluator using a pre-production sample on September 4. The diagram above does not guarantee that the product will be perceived as odorless.

【Future Developments】 Based on user feedback obtained through pre-sales on Makuake, we will proceed with developments starting from the general release on Amazon. We will continue to collect user feedback and utilize it for product improvements and future developments under the value of "aiming for odorless."

【Product Overview】 Product Name: mushu Shampoo / mushu Treatment

Product Features: ・Adopts Daiichi Kogyo Seiyaku's "Odor Neutralization Method" technology ・Designed to consider base odors derived from ingredients *Does not guarantee that no odors will be perceived. ・Designed to balance gentleness and cleansing power by combining amino acid-based cleansing ingredients*1 and betaine-based cleansing ingredients*2 (Shampoo) ・Contains hair repair ingredients W Keratin*3 and hair repair ingredient γ-Docosalactone for a smooth, manageable finish (Treatment) ・White and gray-based design ・Peelable label ・No synthetic fragrances, colorants, mineral oil, parabens, sulfates added

Price: 1,780 yen (excluding tax) Content: 400mL / 400g Release Date: May 10 (Amazon sales start date)

*1: Sodium Lauroyl Methylalanine, TEA-Cocoyl Glutamate *2: Cocamidopropyl Betaine *3: Isostearoyl Hydrolyzed Keratin (wool), Steardimonium Hydroxypropyl Hydrolyzed Keratin (wool)

【About Hoyu Co., Ltd.】 Hoyu has been engaged in the hair color and hair cosmetic business for household and professional use since its establishment in 1905 (Meiji 38). It boasts the No. 1 share*1 in the domestic market for over-the-counter hair color products for many years.

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