New Shampoo-less Habit Resets "Frizz and Unruliness"(*1) with "Subtraction Haircare" Proposed by "non haru:home" Making a ReDebut

nijito Co., Ltd. (Headquarters: Minato-ku, Tokyo; EC Business Division: Chuo-ku, Fukuoka), the company behind the head beauty brand "haru," known for its kurokami scalp (haru shampoo*2), will launch two new products from its new brand "non haru:home (Non Haru Home)" – "AWA Treatment" and "Glassy Hair Primer" – on Wednesday, July 29, 2026. The brand's slogan is "My Own New Common Sense x Stress-Free."

(*1) Due to humidity

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

About non haru:home

While modern haircare has become highly functional, many people feel their hair is heavy, sticky, and lacks a natural feel due to the layering of ingredients and coatings.

non haru:home proposes "subtraction haircare," which not only adds to the hair but also tidies it up by releasing excess weight.

With two products – "AWA Treatment," which tidies hair while washing with foam, and "Glassy Hair Primer," which protects wet hair before towel-drying – the brand focuses on friction during washing and drying. These products lead to hair that is "just right for me now," light and smooth, without excessive heaviness.

《Development Background》

In our busy daily lives, haircare can easily become just a "chore." On the other hand, the finish, scent, and texture of hair are important self-care moments that affect our mood for the day.

non haru:home was born from the desire to make daily care simpler and more enjoyable.

Wrap hair in foam and tidy it without rubbing.

Reduce friction on wet hair and tidy hair before drying.

Through these new habits, we aim to provide a haircare experience that makes not only hair but also feelings light and smooth.

《non haru:home Design Points》

1. "Shampoo-less Concept" for tidying hair while washing

"AWA Treatment" is an all-in-one foaming treatment that combines the functions of shampoo and conditioner in one bottle. Its rich, soft foam envelops the scalp and hair, removing sebum and dirt while leading to a smooth texture.

2. "Pre-Towel Dry Care" Focusing on Friction on Wet Hair Hair is most susceptible to friction damage when wet. "Glassy Hair Primer" is applied to wet hair before towel-drying to reduce snagging and tangling, preparing the hair for drying.

3. "Bare Hair Reset Design" that avoids excessive heaviness

Focuses on the causes of heaviness, such as sebum, dirt, and styling product residue. By drawing out the hair's natural lightness without over-reliance on coatings, it aims for a natural, fluffy, and manageable finish.

4. A Soap Scent You'll Want to Use Every Day

A soap scent combining fresh citrus with clean ozone floral notes. It's a soft fragrance that doesn't overpower, blending naturally into your daily bath time.

Product Lineup

Approaching friction stress with a two-step process of "washing" and "drying."

We propose "subtraction haircare" that avoids heaviness with "AWA Treatment," which tidies hair while washing with foam, and "Glassy Hair Primer," which protects and tidies wet hair.

"AWA Treatment" A New Shampoo-less Care Habit That Tidies with Foam

An all-in-one treatment with a shampoo-less concept that combines the functions of shampoo and conditioner in one bottle. Its rich, soft foam spreads throughout the hair, and despite being silicone-free, it blends easily with hair, leading to a smooth texture.

Features

"Foam Wrap Design" where dense foam envelops the entire hair

No waiting time required, simplifying daily care

Contains seaweed-derived frizz care ingredients (*3) and protein-derived repair ingredients

Contains collagen and ceramide to support moisture for hair and scalp

Silicone-free for a smooth and light finish

Ingredients

Frizz care ingredients*3: Fucus Serratus Extract, Undaria Pinnatifida Extract

Repair ingredients: Hydrolyzed Keratin (Cashmere Goat), Hydrolyzed Wool Cuticle Protein, Hydrolyzed Pea Protein

Moisturizing ingredients: Soluble Collagen Crosspolymer, Ceramide NP

(*3) Frizz care refers to providing moisture to the hair and making it more manageable.

Product Overview

- Product Name

AWA Treatment

- Volume/Price

230g / ¥1,980 (tax included)

- Usage Steps

1 Thoroughly rinse scalp and hair with lukewarm water for pre-wash.

2 Take an appropriate amount in your palm, lightly lather, and apply to scalp and hair.

3 Lather sufficiently and spread thoroughly throughout the hair.

4 Finally, rinse thoroughly until the foam disappears.

"Glassy Hair Primer" A "Base Layer" Concept Pre-Care for Wet Hair

A leave-in treatment used on wet hair before towel-drying. It blends into the most delicate "wet hair" state and protects it from heat and friction damage from the dryer.

Features

Pre-care for wet hair, used before towel-drying

Reduces snagging and tangling, minimizing friction stress

Silk-derived and pearl-derived ingredients support an elegant shine

Contains seaweed-derived frizz care (*3) ingredients and protein-derived repair ingredients

Prepares hair for smooth, manageable texture before drying

Ingredients

Shine ingredients: Hydrolyzed Silk, Hydrolyzed Conchiolin Protein

Frizz care ingredients: Fucus Serratus Extract, Undaria Pinnatifida Extract

Repair ingredients: Hydrolyzed Keratin (Cashmere Goat), Hydrolyzed Wool Cuticle Protein, Hydrolyzed Pea Protein

(*3) Frizz care refers to providing moisture to the hair and making it more manageable.

Product Overview

- Product Name

Glassy Hair Primer

- Volume/Price

80mL / ¥1,650 (tax included)

- Usage Steps

1 After rinsing out AWA Treatment, lightly squeeze excess water from hair.

2 Take an appropriate amount in your palm and spread evenly to facilitate application.

3 Gently apply, focusing on the ends and mid-lengths.

4 Without rubbing hair, gently pat with a towel to absorb moisture, then dry with a hairdryer.

※ All images are for illustrative purposes.

Launch Overview

Launch Date: Wednesday, July 29, 2026 *Expected to be released sequentially from September at haru retail stores. Sales Locations: - Amazon, Rakuten, Qoo10, Yahoo (Preparation for sales is currently underway.) - haru retail stores such as variety stores and drugstores nationwide. (Excluding some stores.)

Official Social Media Accounts

non haru:home Official Instagram: https://www.instagram.com/non_haruhome/

● About haru

The head beauty brand "haru" offers the long-selling "kurokami scalp (haru shampoo)," which has surpassed 8 million cumulative units shipped (*4). Currently, products are available through its EC site 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 supports living "beautifully, in my own way" by embracing aging positively, it will continue to offer diverse products and experiences.

(*4) Manufacturer shipment results as of October 2025 (in-house survey), including the previous renewal product, limited series, and 3 types of kurokami series.

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

Head Beauty Brand haru

● About nijito

nijito is a company that stays close to the desire to "be oneself" in the midst of ever-changing days. As a Pro-Aging Company, we wish for the time to live more positively and true to oneself to increase each day, in order to love "the current me" even more.

"Every day is a new day."

To make each day more true to oneself and a little more positive, nijito continues to take on challenges to create such a society.

Pro-Aging Company nijito

【Company Profile】

nijito Co., Ltd.

Head Office: 8F Shibakoen Building, 2-2-22 Shibakoen, Minato-ku, Tokyo

Fukuoka: 6F Pietro Building, 3-4-5 Tenjin, Chuo-ku, Fukuoka City, Fukuoka Prefecture

TEL: 092-713-5778 FAX: 092-400-0848

HP: https://nijito.jp