Kracie Launches First D2C Brand 'Hareca' to Address Scalp and Hair Fluctuations Through Oxidation Care

## Kracie Launches First D2C Brand 'Hareca'

Kracie (Home Products Company) has announced the launch of its first direct-to-consumer (D2C) brand, 'Hareca,' on Monday, June 29, 2026.

This series is a medicated hair care line designed to lead to moisturized, soft skin and glossy hair, addressing the scalp and hair fluctuations caused by oxidation, based on botanical science.

### Background of the Launch

Women, particularly in their 40s, are increasingly experiencing complex hair and scalp issues due to postpartum changes or aging, including dryness, loss of elasticity, and scalp irritation. The underlying cause of these fluctuations is often 'oxidation' accelerated by aging and ultraviolet rays.

Kracie has been engaged in 'Fluctuation Balance Care Research' for many years. Building on this knowledge, the company has developed unique core ingredients and a mechanism to address oxidation.

### Key Features of the Series

The lineup consists of four items: shampoo, treatment, serum, and a total beauty set.

- **Core Ingredient 'Botanical Polyphe'**: Contains carefully selected botanical extracts to proactively care for fluctuation signs.
- **3-Step Mechanism**: Steps include clearing away oxidized waste and conditioning the scalp environment to achieve soft skin and glossy hair.
- **Sensory Experience**: Features a herbal citrus tea scent and rich foam for a relaxing experience.

### Product Overview

- **Hareca Luminous Clear Medicated Shampoo** (450mL): 3,000 yen (excl. tax)
- **Hareca Luminous Clear Medicated Treatment** (450g): 3,000 yen (excl. tax)
- **Hareca Scalp Medicated Serum** (100mL): 3,300 yen (excl. tax)
- **Hareca Total Beauty Set**: 9,300 yen (excl. tax)

Sales are scheduled to begin on June 29, 2026, via Kracie's official EC site.