[giovanni] New Japan-exclusive Earl Grey Bouquet scent for Cosme Kitchen's bestselling hair serum arrives! <Mid-August 2026>

MASH Beauty Lab Co., Ltd. (Chiyoda-ku, Tokyo / President and CEO Yoko Toyoyama) is pleased to announce that its natural brand "giovanni" will launch the Frizz Be Gone Smoothing Hair Serum (EG) in mid-August 2026 at Cosme Kitchen, Biople, Biop stores, and the MASH GO GREEN STORE (WEB STORE).

New fragrance joins giovanni brand's bestselling hair serum

This hair serum boasts a track record of 12 consecutive years as the No. 1 selling product*1. Many repeat customers are drawn to it because they can feel the difference in texture after just one use, making it a long-loved product. It can be used on both wet and dry hair, making it a reliable item for use day and night.

The new fragrance is an Earl Grey Bouquet scent, which blends fresh, dewy notes with an elegant impression. Ingredients like tea leaf extract*2 and bergamot peel oil*3 comprehensively care for hair dryness and frizz. Simply apply it during styling to achieve supple, smooth, shiny, and silky hair.

It can be used on both wet and dry hair, providing long-lasting manageability. When used in the morning, its non-sticky, smooth texture makes hair easy to style. When used on wet hair before blow-drying, it leads to smooth and manageable hair. It is recommended for times when hair is dry and frizzy, or when you want to style your hair into a beautiful straight look.

*1 giovanni internal sales May 2014 - May 2026 *2 Tea leaf extract (moisturizing ingredient/antioxidant) *3 Bergamot peel oil (moisturizing ingredient/fragrance)

[Japan-exclusive] Earl Grey Bouquet scent

The "Earl Grey Bouquet" scent, a combination of fresh bergamot and a gorgeous floral bouquet, features the aroma of black tea, which is at the center of fragrance trends. With every sway of the hair in the wind, it releases a soft and appealing fragrance.

Surprising rich texture that makes hair "silky!?"

The secret to achieving silky hair with individual strands that shine lies in this texture. While shine might bring to mind oils, this serum is characterized by its slightly firm gel-like texture. It feels heavy when first dispensed into your hand, but spreads lightly and smoothly through the hair, leading to glossy hair that seems to make a "squeaky" sound.

Easy-to-use capless packaging

Convenient capless design that opens and closes by simply twisting the pump part left and right.

It's also appealing that you can quickly care for your hair without the hassle of removing a lid. There's no worry about losing the lid during use.

How to use

Take a cherry-sized amount into your hands and apply to towel-dried, damp hair.

After applying, blow-dry your hair, stretching it out.

It can also be used on dry hair for styling or as a base before styling.

Product Details

[giovanni] Frizz Be Gone Smoothing Hair Serum (EG)

81mL \3,190 (tax included)

<All Ingredients>

Cyclopentasiloxane, Dimethicone, Camellia Sinensis Leaf Extract, Citrus Aurantium Bergamia (Bergamot) Peel Oil, Fragrance, Lavandula Angustifolia (Lavender) Flower/Leaf/Stem Extract, Chamomilla Recutita (Matricaria) Flower Extract, Squalane, Rosa Damascena Flower Extract, Tocopherol, Panthenol

Sales Information

Release Date: Mid-August 2026

Sales Channels: Cosme Kitchen, Biople, Biop stores, MASH GO GREEN STORE (WEB STORE)

Cosme Kitchen Shop List: https://www.cosmekitchen-webstore.jp/Page/ShopList/CosmeKitchen/

Biople Shop List: https://www.cosmekitchen-webstore.jp/Page/ShopList/Biople/

Biop: https://www.cosmekitchen-webstore.jp/Page/ShopList/Biop/

MASH GO GREEN STORE: https://www.cosmekitchen-webstore.jp/

About giovanni

A natural haircare brand founded in 1979 by Arthur Guidotti, a top stylist who captivated celebrities in Beverly Hills.

It offers products that combine plant-derived ingredients with salon quality, delivering gentleness to hair and scalp while achieving professional results.

With the concept of "Eco Chic Beauty," which combines the blessings of nature with advanced technology, it is now sold in over 30 countries.