Redefining the Norm of 'No Bleach'. TOIROCTION, a Hair Colorant for Salons, Introduces the New 'Bleachless Line' Achieving High Lift and High Saturation in One Process

Nikka Chemical Co., Ltd. Demi Cosmetics (Location: Fukui City, Fukui Prefecture, President: Yasumasa Emori), a comprehensive manufacturer of cosmetic products for beauty salons, will launch the new 'Bleachless Line' under the salon hair colorant brand 'TOIROCTION' on June 11, 2026. In recent years, the hair color market has seen a continuous rise in demand for transparency and high saturation. Simultaneously, there's a growing voice expressing a desire to enjoy brightness and color without bleaching, due to concerns about hair damage, treatment time, and difficulty in controlling hair history. Responding to this, TOIROCTION has developed the 'Bleachless Line' with the concept of 'Double color without bleach in one bottle,' achieving 'high lift,' 'high tint,' and 'high saturation' simultaneously. The Bleachless Line is designed with a basic mixing ratio of 1:2, supports up to 14Lv, and offers a lineup of 32 colors in total (28 colors in 7 hues + 4 colors in the DK Line), enabling a wide range of design proposals. Features of the Bleachless Line 1. 'High Tint Formula' for Color Expression Without Bleach The Bleachless Line achieves high saturation by minimizing dulling colors like gray and brown. Furthermore, its dye formula suppresses residual yellow tones in the hair, making it less dependent on undertones and easier to achieve the desired color. 2. 'High Lift' with a 1:2 Mixing Ratio Design By setting the mixing ratio of the first and second agents to 1:2*, the TOIROCTION's oxy stabilizer effect is maximized for efficient lifting. Additionally, reducing the amount of alkali is expected to minimize damage. Eliminating the bleaching process also shortens treatment time, supporting salon work in terms of both time and cost performance. *The 14-level lift uses a 1:3 mixing ratio. 3. 'DK Line' for Both Depth and Strong Color The Bleachless Line also includes the 'DK Line,' which balances maximum lift with tint intensity. This overturns the conventional notion that high lift leads to diluted tint, enabling strong color expression with depth and shine while achieving significant lift. It supports high-level coloring without bleach, as well as intense color expression for on-bleach coloring. Lineup Total 32 colors (28 colors in 7 hues + 4 colors in the DK Line) ■ 'De-Bleach Challenge' Held to Commemorate the Launch To celebrate the launch of the 'Bleachless Line,' TOIROCTION is hosting the SNS participation event 'De-Bleach Challenge.' Participants can enter by posting Before/After photos of models using the 'Bleachless Line' on Instagram. Entries are accepted from April 17, 2026 (Friday) to June 30, 2026 (Tuesday). TOIROCTION's serious challenge in the 'no-bleach domain.' This project aims to provide a platform for hairdressers to communicate the 'new standard of no-bleach' through their skills and artistry. ■ About the Ambassador Project Four ambassadors have been appointed to disseminate information in conjunction with the 'De-Bleach Challenge.' They will propose the appeal and expressive range of the Bleachless Line from their unique perspectives, creating new value in conventional color choices. Content from each ambassador will be released sequentially, primarily on social media. ADITION Keisuke Fujita (AMA TOKYO) SEINA (COA) Ryusei Kishi (DaB) TOIROCTION | Demi Cosmetics Instagram About TOIROCTION 'TOIROCTION' is a hair colorant (oxidative dye) that uses a combination of highly saturated colors and the effect of water bird keratin* (hydrolyzed keratin, hair protecting ingredient) to evenly dye hair with desired nuance colors down to the tips. It enables various design proposals from fashion colors to gray colors. It is a hair color that fulfills ideal colors while being attentive to customer requests, hair quality, and damage. As per the brand concept 'Ten people, ten colors, with your own color,' we continue to propose ways to enjoy hair coloring for a long time, catering to various age groups. About Nikka Chemical Co., Ltd. Demi Cosmetics Nikka Chemical, which expands the possibilities of surface science across various business domains, has applied its technologies of 'washing,' 'dyeing,' and 'conditioning,' cultivated in the field of textile processing, to hair, which is also a 'fiber.' This led to the creation of the cosmetic division, Demi Cosmetics. With the mission 'Beauty Evolves with Science,' we have been researching scalp science and hair science for 40 years. We pursue ideal beauty for every single one of the approximately 100,000 hairs on the Japanese head, continuously researching and developing unique professional-use products. [Contact for Readers] Demi Cosmetics Inquiry Form Inquiries | Demi Cosmetics Demi Cosmetics Customer Service Center TEL 0120-68-7968 (Weekdays 9:00 - 17:00)