Kracie Corporation's (Home Products Company) "Dear Beaute HIMAWARI" conducted a survey targeting 1,200 women aged 30-59 regarding hair concerns related to aging and hair care awareness. The survey visualizes age-related hair concerns as a "Hair Crisis."

The results showed that over half (53.6%) of women aged 35-39 experienced changes in their hair, and this figure reached approximately 80% (78.8%) for those aged 45-49. The survey revealed two turning points in hair concerns: a sense of "something is different" around age 35, and an increasing number of people feeling that "current care is no longer sufficient" around age 45.

Furthermore, it was revealed that hair concerns not only affect appearance but also influence feelings and behavior. The survey proposes a review of hair care routines tailored to the current hair condition, starting from the milestones of "35 and 45," which resonate with women in their 30s to 50s.

What is "Hair Crisis"?

"Dear Beaute HIMAWARI" defines "Hair Crisis" as changes such as increased frizz, unruliness, and difficulty in managing hair that occur with age. As people age, the internal structure of the hair changes, disrupting the balance of lipids and moisture, which leads to various concerns like frizz, unruliness, dryness, and breakage.

*HIMAWARI: Premium Sunflower Oil EX (Sunflower Oil, Sunflower Seed Extract, Sunflower Flower Extract) <Repair & Moisturizing Ingredients>

Key Survey Findings:

- Among women aged 35-39, over half (53.6%) experienced hair changes. "Frizz" and "unruliness" became more prominent starting around age 35.

- Approximately 80% (78.8%) of women aged 45-49 experienced hair changes. The highest percentage (57.5%) felt their current hair care was no longer suitable or effective.

- 61.0% of women experienced "loss of confidence or feeling down" due to hair concerns. 24.8% "did not want to be photographed."

[At 35, "Something is Different" Begins: The Entrance to Hair Crisis is "Unease"]

For women aged 35-39, 53.6% felt that new hair concerns had arisen or existing ones had worsened, exceeding half of the respondents. This is a significant increase from the approximately 20% experiencing changes in their 20s, suggesting that around age 35 is when the "Hair Crisis" is first noticed.

Regarding current hair concerns, women in their early 30s primarily experienced "dryness" and "frizz/difficulty in managing hair." However, after age 35, "frizz" and "unruliness" became more prominent, with "frizz" being the top concern for women in their 50s. This indicates that concerns change with age.

[At 45, "Current Care is No Longer Sufficient": Hair Crisis Worsens]

For women aged 45-49, 78.8% experienced hair changes, reaching about 80%. This stage signifies that many are aware of the changes and feel that "current care alone is not enough."

Overall, 51.0% of respondents felt that their current hair care had "become less suitable or effective than before." This figure was highest among women aged 45-49 at 57.5%, revealing that around age 45, the feeling that "previous care is no longer sufficient" intensifies.

[Hair Crisis Affects Not Only Appearance but Also Feelings and Behavior]

Due to hair concerns, 61.0% of women have experienced "loss of confidence or feeling down." The impact on psychological and behavioral aspects was also confirmed, with 30.9% "disliking looking in the mirror," 24.8% "not wanting to be photographed," and 23.1% "not wanting to go out in public."

Conclusion

This survey revealed that hair concerns gradually worsen, starting with a sense of "unease" around age 35 and progressing to the feeling that "current care is no longer suitable" around age 45. Hair Crisis is an issue that affects not only appearance but also feelings and daily behavior.

"Dear Beaute HIMAWARI" aims to support these age-related hair concerns by proposing a review of hair care routines that are tailored to the "current hair condition" rather than "the same care as before."

[Survey Overview]

Survey Period

May 1-7, 2026

Target Audience

Women aged 30-59

Survey Method

Internet survey

Valid Responses

1,200

*Please clearly state "Survey conducted by Kracie Corporation" when publishing the content of this release.

Product Information

[About "Dear Beaute HIMAWARI"]

A hair care series that corrects "hair distortion," which causes frizz, unruliness, and dryness, leading to manageable hair.

In-Bath Hair Care

<Oil-in Shampoo: From left, Smooth & Repair, Rich & Repair, Gloss & Repair>

● Rich & Repair Line

Controls frizz and provides moist manageability / Scent of warm sunlight and clear, refreshing elegant floral.

● Gloss & Repair Line

Coats hair ends with shine for a smooth, radiant finish / Scent of sparkling floral that shines vividly and uplifts the mood.

● Smooth & Repair Line

Transforms rough hair into soft, moisturized, and smooth-textured hair / Scent of fresh floral that is fresh, brisk, and gracefully vibrant.

[About "Dear Beaute HIMAWARI Bloom d'Or"]

"Dear Beaute HIMAWARI Bloom d'Or" focuses on the hair concerns that change with age, adopting "hair core beauty" to increase hair density from within and aim for beautiful hair from the core. In addition to correcting hair distortion, it smooths frizzy, dry hair, increasing hair density with each use, transforming texture, and leading to manageable, smooth hair.

*Distortion: Refers to the imbalance of moisture and oil within the hair and the uneven peeling of the outer cuticle, which causes frizz, unruliness, and dryness.

*HIMAWARI: Premium Sunflower Oil EX (Sunflower Oil, Sunflower Seed Extract, Sunflower Flower Extract) <Repair & Moisturizing Ingredients>

*Hair Core Beauty: Refers to internal hair beauty that fills the hair with moisture.

*Texture Transformation: Refers to the change in touch and texture.

Website: https://www.kracie.co.jp/himawari/

Official SNS:

・Instagram / https://www.instagram.com/dearbeautehimawari_kracie/

・X / https://x.com/himawari_kracie

End

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果