Kruhi Launches Scalp Care 'Life in Bloom' Addressing Local Issues Through Participatory Harvesting – A Co-Creation Product Utilizing Rare Citrus 'Hetsuka Daidai'

Kruhi, a brand developed by Valley and Wind Inc. (Headquarters: Shibuya-ku, Tokyo / Representative Director: Arata Iura), developed this product through initiatives involving external participants in harvesting (flower picking, fruit harvesting) to address regional challenges such as an aging population and labor shortages.

Using flowers and fruits of the rare citrus 'Hetsuka Daidai' as raw materials, it is designed as a co-creation product with the aim of circulating and passing on regional resources.

 Product Born from Practical Efforts to Address Regional Issues

Scalp & Hair Essence Life in Bloom

This product uses flowers and fruits of the rare citrus 'Hetsuka Daidai' as raw materials, obtained through continuous harvest festivals held by Kruhi in Hetsuka Village, Minamiosumi Town, Kagoshima Prefecture.

Kruhi doesn't just procure raw materials; it participates in the field of flower thinning and harvesting, confronting the issue of labor shortages. Furthermore, by opening up harvesting opportunities and recruiting participants, it continuously works with the community to reconstruct the value of plant resources.

Rare Citrus Hetsuka Daidai Protected in an Aging Region

Cultivating Hetsuka Daidai is by no means easy.
During flowering season, appropriate flower thinning is required; neglecting this can lead to an excessive harvest in autumn, placing a heavy burden on the trees.

While the harvesting season requires a lot of labor, the region is facing an aging population and a serious shortage of workers.

Furthermore, ripe fruits are susceptible to damage from wild animals such as monkeys, and coupled with the effects of climate change, they are constantly in an environment adjacent to natural conditions.

In such circumstances, Hetsuka Daidai farmers play an important role in preserving this rare indigenous species and passing it on to the next generation, but their efforts are increasingly burdened year by year.

The Choice of "Co-creation" Over "Support"

Kruhi has redefined the value of plant resources not by "supporting" from the outside, but by entering the local area and co-creating harvest sites.

By transforming the flowers and fruits harvested with participants from all over Japan into products, a cycle is designed where consumption is not just a mere act of purchasing, but also leads to the preservation of regional resources and their inheritance by future generations.

This product is designed based on Kruhi's philosophy of "what kind of circulation is created beyond making and using.”

The daily care of maintaining a healthy scalp quietly contributes to the future of the region and the maintenance of the ecosystem, embodying this philosophy and practice in one product.

Founder's Message

Kruhi's manufacturing values a positive cycle that circulates among people, regions, and the future, eventually returning to the user's own health.

We feel that the harvesting experience has also provided an opportunity for people to realize that cosmetics originate from plants.

How can we utilize the rare plant Hetsuka Daidai and circulate it into the future?

From that question, the planning for this product began with the perspective of how to incorporate the vitality of the Hetsuka mountains, which are full of energy and rooted, into our care.

Along with the functionality that can be felt through use, we aim to reconstruct the unique value of the region through our business and co-create with many people.

Kruhi is committed to product design based on this philosophy and will continue to create products.

Pop-up Event at Isetan Shinjuku Store, Experience Japanese Plant Resources

Kruhi products, including this product, are scheduled to be showcased at a pop-up event held from April 15 (Wednesday) to April 21 (Tuesday), 2026, on the B2F of the main building of Isetan Shinjuku Store, at Beauty Apothecary.

At this pop-up, you can experience Kruhi products that utilize Japanese plant resources, including Hetsuka Daidai, and we will also introduce a selection of items that complement the season, mainly from brands long loved at SINCERE GARDEN.

■ Event Overview
Period: April 15 (Wednesday) - April 21 (Tuesday), 2026
Location: Isetan Shinjuku Store Main Building B2F
　　　ISETAN Beauty Apothecary / Park (Books & Promotions)
　　　SINCERE GARDEN POP UP

Kruhi

EC Site / SNS

Details are constantly being updated on the official EC site and official Instagram.

You can also view new product information and brand initiatives.

Kruhi Official Online Store

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