[nijito] Toward a Society Where Aging Gracefully is the Norm. Pro-aging as a Choice Starting from Hair and Scalp #AprilDream
nijito Co., Ltd., which operates the head beauty brand 'haru,' has announced its vision of 'pro-aging'—a value that embraces aging positively. As part of the April Dream project, the company shared its desire to realize a society that values individuality.
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- 📰 Published: April 1, 2026 at 22:00
- 🔍 Collected: April 1, 2026 at 16:47
- 🤖 AI Analyzed: April 21, 2026 at 08:38 (471h 51m after Collected)
Our company is participating in April Dream, which aims to make April 1st a day to share dreams. This press release is a dream of nijito Co., Ltd.
We are nijito Co., Ltd. (Headquarters: Minato-ku, Tokyo; EC Business Division: Chuo-ku, Fukuoka City), the operator of the head beauty brand 'haru,' famous for its kurokami scalp (haru shampoo*1). On our 15th anniversary last year, we newly adopted 'Pro-aging Company' as our corporate statement, and in March 2026, we released 'Hair is Me.,' a new brand message for haru. In this release, we would like to share our thoughts and feelings with you.
(*1) An all-in-one, rinse-free shampoo that has been a long-selling product for 12 years since its launch.
## Every day is the brightest and most beautiful.
“Every day is a new day.”
### ~Our Thoughts on 'Pro-aging'~
'Pro-aging' is a value system that accepts aging positively and affirms being oneself.
We will squarely face each individual's 'today' so that every day becomes a more personal and positive experience, supporting days where people can flexibly enjoy change in their own way.
Without denying the past, and without fearing the future.
In the time we layer step by step, our sense of self deepens.
Toward a society where aging is felt as a possibility rather than an anxiety.
Toward a society where one can choose to be oneself, rather than following someone else's standards.
To achieve this, we will deliver small changes to daily life through the time spent touching hair and scalp.
## Toward moments where you can think, 'I like myself just as I am.'
We have cherished the time spent touching hair and scalp not just as care, but as a time to face oneself. Conditioning hair and scalp brings gradual changes to one's feelings and daily life. Every time you touch them, the moments when you can think, 'It's okay to be just as I am,' increase. The accumulation of those moments supports each person's individuality. The head beauty brand 'haru' will support that individuality while staying close to the small changes in everyday life.
We are nijito Co., Ltd. (Headquarters: Minato-ku, Tokyo; EC Business Division: Chuo-ku, Fukuoka City), the operator of the head beauty brand 'haru,' famous for its kurokami scalp (haru shampoo*1). On our 15th anniversary last year, we newly adopted 'Pro-aging Company' as our corporate statement, and in March 2026, we released 'Hair is Me.,' a new brand message for haru. In this release, we would like to share our thoughts and feelings with you.
(*1) An all-in-one, rinse-free shampoo that has been a long-selling product for 12 years since its launch.
## Every day is the brightest and most beautiful.
“Every day is a new day.”
### ~Our Thoughts on 'Pro-aging'~
'Pro-aging' is a value system that accepts aging positively and affirms being oneself.
We will squarely face each individual's 'today' so that every day becomes a more personal and positive experience, supporting days where people can flexibly enjoy change in their own way.
Without denying the past, and without fearing the future.
In the time we layer step by step, our sense of self deepens.
Toward a society where aging is felt as a possibility rather than an anxiety.
Toward a society where one can choose to be oneself, rather than following someone else's standards.
To achieve this, we will deliver small changes to daily life through the time spent touching hair and scalp.
## Toward moments where you can think, 'I like myself just as I am.'
We have cherished the time spent touching hair and scalp not just as care, but as a time to face oneself. Conditioning hair and scalp brings gradual changes to one's feelings and daily life. Every time you touch them, the moments when you can think, 'It's okay to be just as I am,' increase. The accumulation of those moments supports each person's individuality. The head beauty brand 'haru' will support that individuality while staying close to the small changes in everyday life.