Kao's Hair Care Brand 'melt' Wins 108 Best Cosme Awards, Surpasses 10 Million Units Shipped!

Kao Corporation's premium hair care brand 'melt (Melt)' shampoo & treatment has won numerous Best Cosme Awards since its launch in April 2024, including the '@cosme Best Cosme Award 2024 @cosme SHOPPING Best Hit Award Newcomer Brand Award.' Furthermore, the new 'Deep Series' line for 'damaged hair' released in March 2026, including the 'Beauty Petit Plaza Best Cosme In-Bath Hair Care 1st Place,' has achieved a total of 108 crowns for the 'melt' brand. The brand's overall sales share has increased to approximately 1.5 times that of the previous year, and this time, the cumulative number of units shipped has surpassed 10 million.

'melt' was born in April 2024 as the first brand in Kao's hair care business transformation. It embodies the concept of 'beauty through rest' with the idea of cherishing one's heart and body. The main target is women in their 20s and 30s who prioritize self-care. It provides a hair care experience that transforms hair care time into 'time to cherish oneself' by pleasantly appealing to various senses such as sound, foam, touch, and fragrance.

■ Factors Behind the Success

1. The 'Live Carbonic Powder' improved in autumn 2025 is popular

The 'Melt Creamy Melt Powder,' which was newly improved and released in October 2025, generates carbonic acid when mixed with water and foams up as 'Melt's live carbonic powder,' gaining support from many people. It won the '@cosme Best Cosme Award 2026 First Half New Product Best Hair Care 3rd Place.' The rich, creamy, and dense foam creates a 'smooth finish from the roots' and has resonated as a 'rewarding care' inspired by head spas, gaining support centered around beauty professionals and customers with high beauty sensitivity. Voices such as 'I feel soothed by the shushu texture' and 'I can have a special experience like a head spa at a beauty salon' have been received, and it is chosen by many users as an item that elevates daily care into a special time.

2. The 'Deep Series' release responds to the needs of women in their teens and twenties who are troubled by 'accumulated damage' to their hair, expanding the customer base

In recent years, in addition to accumulated damage from repeated coloring, bleaching, and heat styling, more people are feeling hair stress from daily life such as dryness, friction, tangling, and humidity, and the need to care for 'hair with accumulated damage' is increasing, especially among women in their teens and twenties (Kao survey, 2025). In response to this need, the 'Deep Series' released in March 2026 has been well-received since its release, and the sales share of the 'melt' brand has expanded to approximately 1.5 times that of the previous year. The shampoo & treatment won the 'Beauty Petit Plaza Best Cosme In-Bath Hair Care 1st Place,' and the conditioning water (hair toner) won the 'Beauty Petit Plaza Best Cosme Out-Bath Hair Care 1st Place,' gaining widespread support.

Furthermore, the deeply soothing mindful aroma (water lily & wood scent) is highly praised as a scent that embodies the brand value of 'beauty through rest.'

3. The out-of-bath treatment hair toner 'Melt Conditioning Water' is very popular

The hair toner 'Melt Conditioning Water' has won the 'Buzz Cosme Award' (Mimi Beauty second half of 2025 and first half of 2026) for two consecutive terms. The 'dryer quick-dry effect' has resonated on SNS, and many positive reviews have been received. In addition to damage repair and prevention effects from heat and friction, it is also supported for being less prone to bedhead and flyaways during the day, and is loved by many customers.

4. Proposing special opportunities to deliver the value of 'beauty through rest'

'melt' has been offering healing experiences through events such as the 'melt time project,' which embodies the brand concept of 'beauty through rest.' Approximately 15,000 people have visited 'melt URBAN YOGA,' which helps to refresh both mind and body in the city. 'melt rest spot' and 'Restful Beauty Station presented by melt' also propose a time to take a breath in the city.

In the future, we will expand the worldview through 'melt's unique focus on sound, foam, touch, and fragrance, and provide a special moment to cherish oneself that goes beyond daily hair care.

■ Award List

Please refer to the following for the 108 Best Cosme Awards.

https://meltbeauty.jp/topics/2026-06-17/

The main points evaluated include the ability to 'enjoy a rewarding hair care experience inspired by head spas at home,' the inclusion of 'beauty liquid ingredients (gloss and moisture)' that simultaneously repair the surface and inside of the hair, bringing out softness and shine, and the focus on 'fragrance and design that imagine beauty through rest.'

■ 'melt' Series Lineup

Melt Creamy Melt Powder

For hair that is rough due to accumulated dirt that cannot be washed away with usual washing methods
Wash with 'live carbonic powder' that creates a thick, fluffy foam

Melt Moist Shampoo/Treatment/Conditioning Water/Oil/Sparkling Care Spray

For dry hair, it becomes a meltingly glossy hair

Melt Smooth Shampoo/Treatment/Conditioning Water/Oil

For wavy hair, it becomes a meltingly smooth glossy hair

Melt Deep Shampoo/Treatment/Conditioning Water

For damaged hair, it becomes a meltingly glossy hair filled to the tips

■ 'melt' Brand Site/Official SNS

Brand Site

Instagram

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