Gray Hair Concealment is Nothing to Be Ashamed Of. SHOWS Inc. to Launch 'SHOWS Gray Hair Concealer Hair Foundation' Luxuriously Blended with Skincare Ingredients in Early 2026.

SHOWS Inc. (Location: Chigasaki, Kanagawa Prefecture; Representative Director: Masaya Yamazaki) launched "SHOWS Gray Hair Concealer Hair Foundation Premium Dark Brown" in early 2026.

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■ Development Background: "Gray hair concealment is nothing to be ashamed of."

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Many people who start to notice gray hair face the feeling of "not wanting to show it" or "not wanting it to stand out" until their next salon appointment. However, most gray hair concealer products on the market primarily focus on temporary coverage.

SHOWS, with its brand concept of "See, Show, Express," offers a new option to "groom" beauty rather than just "hide" gray hair. It is a skincare-inspired hair foundation that cares for the hair and scalp with each use.

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■ Product Features

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【1】 3-in-1: Gray Hair Cover × Shading × Volume Enhancement

In addition to covering gray hair, one product handles natural shading for a smaller face effect along the hairline, and volume enhancement to cover thinning parts and scalp transparency.

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■ Overwhelming Ingredients – Care with Every Application

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【2】 Skincare-Level Luxurious Ingredient Design

・5 types of Ceramides: Supports scalp and skin barrier function.

・13 types of Amino Acids: Contributes to hair damage repair and maintaining a healthy scalp environment.

・52 types of Plant-Derived Ingredients: Makes skincare-level moisturizing a daily habit.

This skincare-inspired formulation sets it apart from typical gray hair cover products. Care with every use. That is the core of SHOWS's product philosophy.

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■ Completed in Just 3 Steps, 3 Minutes – Easy-to-Use Design for Anyone

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【3】 SHOWS Special Brush

A dedicated brush, designed with an optimal balance of firmness and softness, is included. The precise bristle design, which naturally adds shadow to the hairline, makes it easy for first-time users to achieve a flawless finish.

・Non-sticky

・Easily washes off with shampoo

・Natural finish

・Usable by both men and women

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■ Why Professionals Approve and Media Chose It

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【4】 No Impact on Salon Color Cycle

This product is not a hair dye and does not affect the salon color cycle. It is designed to be utilized by beauticians and salon owners as a retail product.

Comment from Hanako Yagi, Director of popular hair salon MINX:

"The brush type is the easiest and blends well with hair. There are fewer mistakes on the scalp."

It was also featured as "Excellent Gray Hair Concealer Items for Women in their 50s to Avoid Looking Older" on ESSEonline (Fusosha) (published April 8, 2026).

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■ Product Overview

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Product Name: SHOWS Gray Hair Concealer Hair Foundation Premium Dark Brown

Release Date: January 13, 2026 (Tuesday)

Price: ¥8,800 (tax incl.) / ¥8,000 (tax excl.)

Volume: 13g

Purchase: https://shows.salon.ec/ (Official Online Store)

Shipping: Free shipping, available for purchase from 1 piece.

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■ About the Brand

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SHOWS (pronounced 'Shows') is a beauty brand based on the concept of "See, Show, Express," offering the "experience of loving oneself" through beauty. At the core of their product creation is the pursuit of "products that uplift the heart the moment you hold them," committed to essence without compromise, and delivering truly excellent goods.

Official Instagram: @shows.jp

Official X: @SHOWS_beauty

Official Website: shows.jp

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■ Company Overview

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Company Name: SHOWS Inc.

Location: Higashikaigan, Chigasaki, Kanagawa