[nijito] Towards a society where aging authentically becomes the norm. The choice of Pro-aging starting from hair and scalp #AprilDream

Our company endorses April Dream, an initiative to make April 1st a day to share dreams. This press release represents the dream of "nijito Co., Ltd."

We are nijito Co., Ltd. (Headquarters: Minato-ku, Tokyo; EC Division: Chuo-ku, Fukuoka), which operates "haru," a head beauty brand known for kurokami Scalp (haru shampoo*1). Following our 15th anniversary last year, we newly adopted "Pro-aging Company" as our corporate statement, and in March 2026, we unveiled haru's new brand message, "Hair is Me." In this release, we would like to convey our philosophy and aspirations to everyone.

(*1) An all-in-one shampoo that eliminates the need for conditioner, a long-selling product for 12 years since its launch.

Every day is the most radiant, the most beautiful. "Every day is a new day." ~Our Vision for 'Pro-aging'~ "Pro-aging" is a value that embraces aging positively and affirms being oneself.

We are committed to supporting each individual's "today" to be more authentic and positive, facing each day directly and helping them enjoy flexible changes in their own way.

Neither denying the past nor fearing the future.

As time accumulates step by step, one's individuality deepens.

Towards a society where aging is felt not as anxiety but as potential.

Towards a society where one can choose to be oneself, not based on someone else's standards.

To achieve this, we will deliver small changes to daily life through the time spent touching hair and scalp.

Moments where you can think, "I like myself just the way I am." We have cherished the time spent touching hair and scalp not just as care, but as time to face oneself. Taking care of hair and scalp gradually brings changes to one's feelings and daily life. Each time you touch it, the moments where you can think, "I'm good just the way I am," increase. This accumulation supports one's individuality. The head beauty brand "haru" will continue to support individuality by accompanying these small changes in daily life.

Towards a connected experience, anywhere, anytime. As customers' lifestyles and purchasing behaviors diversify, the places and timings for encountering products are also greatly expanding. We aim to deliver experiences that cater to each individual's authenticity in various daily scenes, not limited to online.

For example, moments when products are picked up as a reward for oneself, or as a gift for a loved one, or the experience of encountering new products in daily life. A moment of natural touch in a relaxing space. Furthermore, each customer's voice becomes new value, leading to someone else's choice. We believe such connections are also one of our important experiences. We will continue to be a brand that can naturally and comfortably accompany customers, expanding our touchpoints both domestically and internationally.

Brands Offered About haru The head beauty brand "haru" offers the long-selling "kurokami Scalp (haru shampoo)," which has surpassed a cumulative shipment of 8 million units (*2) in the series, and is currently delivered through EC sites and approximately 5,000 stores nationwide. haru proposes "head beauty," a new self-care habit of facing oneself through time spent caring for hair and scalp. As a brand that positively embraces aging and supports "living beautifully, true to myself," we will continue to offer diverse products and experiences.

(*2) Manufacturer's shipment record as of October 2025, including pre-renewal products, limited series, and 3 types of kurokami series (company research).

・haru Official Online Shop: https://www.haru-shop.jp/ ・haru Official Instagram: https://www.instagram.com/haru_tennen100/ ・haru Official LINE: https://page.line.me/460ekqvm?openQrModal=true ・haru Brand Movie: https://youtu.be/zI0WAQ98xk8

Head Beauty Brand haru

non haru:home "non haru:home" features a "friction-free double foam design" where both shampoo and treatment lather. The rich foam gently envelops hair without rubbing, gently conditioning hair and scalp. Furthermore, its bare-hair moisturizing design brings out the hair's natural beauty without relying on coating, leading to a light and manageable finish. This is a casual line for easily practicing "head beauty," a new self-care habit advocated by the "haru" brand, which involves not just styling hair but also facing oneself by touching skin and hair. If the scalp condition changes, so does the condition of hair and skin. Therefore, with "scalp care" as its core, it proposes a daily life where one can be naturally and authentically beautiful.

・non haru:home Official Brand Site: https://non.haru-shop.jp/ ・non haru:home Official Instagram: https://www.instagram.com/non_haruhome/

non haru:home

● About nijito nijito is a company that supports the desire to "be oneself" at all times amidst changing daily life. As a Pro-aging Company, we wish for more time in daily life to feel a little more positive and true to oneself, to love "the current me" even more.

"Every day is a new day."

nijito will continue to take on challenges to create a society where each day becomes more authentic and a little more positive.

[Company Profile] nijito Co., Ltd. Headquarters: Shiba Koen Building 8F, 2-2-22 Shiba Koen, Minato-ku, Tokyo Fukuoka: Pietro Building 6F, 3-4-5 Tenjin, Chuo-ku, Fukuoka TEL: 092-713-5778 FAX: 092-400-0848 HP: https://nijito.jp

Pro-aging Company nijito