New Generation Hair Oil with Cashmere Keratin and Tostear: A Non-Greasy Serum-Inspired Formula

Hair care brand SHOWS Inc. (CEO: Shoya Yamasaki, headquartered in Chigasaki, Kanagawa Prefecture) will begin selling 'SHOWS Treatment Hair Oil' (50mL / ¥6,600 incl. tax) in mid-June 2026 through its official EC site (https://shows.salon.ec/) and partner salons. The product uniquely combines hydrolyzed keratin derived from cashmere goats (cashmere keratin) with 'Tostear' (diammonium aminoethylthiosuccinate), a component gaining attention for those concerned about heat damage from styling tools. This formulation focuses on a rare combination for a hair oil. Another key feature is its lightweight texture that minimizes the greasiness typical of hair oils, making it easy to incorporate into daily styling. It is the flagship product embodying the company's 'serum-inspired repair concept'.

■ Development Background: Challenging the 'Ingredient Gap' in the Hair Oil Market

The Japanese hair oil market has expanded rapidly in recent years, but many products have become commoditized, focusing on 'shine, fragrance, and texture'. Meanwhile, there is a persistent demand from consumers suffering from heat damage due to daily use of hair dryers, curling irons, and straighteners, as well as frizz, dryness, and lack of manageability caused by aging and stress. SHOWS developed this product under its brand philosophy of 'delivering salon-quality ingredients into daily routines'.

The company launched 'SHOWS Hair Foundation for Gray Hair' in January 2026, surpassing a cumulative total of over 1,000 units in about four months. Gaining support from both EC and salon channels, strong requests from users and salon stylists for a treatment/care lineup prompted the launch of this product.

■ Main Features: A Rare Dual-Component Formulation for Hair Oil

① Cashmere Keratin (Hydrolyzed Keratin from Cashmere Goats)

High-grade keratin extracted and hydrolyzed from cashmere goat hair offers a superior amino acid balance compared to other raw materials like wool keratin. It provides moisture and smoothness to the hair, resulting in a well-groomed finish with good slip. It helps manage hair prone to frizz and flyaways.

② Tostear (Diammonium Aminoethylthiosuccinate)

Tostear is a functional hair care ingredient gaining attention for those concerned about dryness and frizz after using hair dryers and irons. Used before blow-drying, it helps make hair supple and supports a smooth, manageable finish. Formulations in hair oils are less common than in shampoos and treatments, and this product adopts this rare approach.

③ Three Plant Oils (Argan Oil, Camellia Seed Oil, Baobab Seed Oil) + γ-Docosalactone

The three plant oils gently envelop the hair in a thin, uniform veil, protecting it from external stressors like dryness, friction, and UV rays. γ-Docosalactone is a component that utilizes the heat from a hair dryer to help smooth the hair, resulting in a glossy, smooth feel. By adjusting the formulation balance, a lightweight, non-greasy texture that spreads easily is achieved. This makes it suitable for those who dislike the 'heaviness and oiliness' common in hair oils.

④ Pelicia (Dilauroyl Glutamic Acid Lysine Na, a hair conditioning ingredient)

A hair care ingredient that supports moisture and manageability. It keeps hair, including dry ends, moist and smooth, resulting in a glossy finish.

■ Product Overview

Product Name: SHOWS Treatment Hair Oil

Volume/Price: 50mL / ¥6,600 (incl. tax)

Launch Date: Mid-June 2026 (planned)

Sales Channels: Official EC site (https://shows.salon.ec/) / Partner salons

Key Ingredients: Hydrolyzed Keratin (Cashmere Goat), Diammonium Aminoethylthiosuccinate (Tostear), Argan Oil, Camellia Seed Oil, Baobab Seed Oil, γ-Docosalactone, Pelicia (Dilauroyl Glutamic Acid Lysine Na)

Fragrance: BLOOM VEIL, a subtle floral scent

Manufacturing: Made in Japan

Target: Individuals concerned about frizz, flyaways, and dryness (regardless of age or gender)

■ Usage Instructions

● Dispense an appropriate amount (2-3 pumps) into palms and spread over towel-dried or dry hair.
● Work from the ends through the entire hair, then finish with a hair dryer (using heat helps enhance the effects of Tostear and γ-Docosalactone).
● Can also be used on dry hair before styling.

■ About SHOWS

SHOWS Inc. is a hair cosmetics brand established in March 2025. With the philosophy 'There is a reason for luxury', its mission is to translate salon-acquired beauty expertise into home care, providing a touchable, glossy hair experience. The 'Hair Foundation for Gray Hair', launched in January 2026, recorded cumulative sales of over 1,000 units in four months. The company operates through both EC and salon B2B channels and plans to expand its hair care line further.

Official Instagram: @shows.jp

Official X: @SHOWS_beauty

Official Website: shows.jp

■ Company Overview

Company Name: SHOWS Inc.

Address: 2-8-16 Higashikaigan Kita, Chigasaki City, Kanagawa Prefecture

Representative: CEO Shoya Yamasaki

Business: Planning, development, and sales of hair cosmetics

Established: March 3, 2025

■ Representative Profile

Shoya Yamasaki

CEO, SHOWS Inc.

Born September 2, 1970. Joined Kota Co., Ltd. (Tokyo Stock Exchange Prime) in April 1989. Served as a director responsible for the entire sales division from November 2010. Led new product development projects and won the 2012 Good Design Award (Hair Care Category). Appointed Director and General Manager of the Corporate Planning Department in April 2018, driving management strategy and brand value creation. Resigned as a director of the company in 2024. Established SHOWS Inc. on March 3, 2025, and assumed the position of CEO.

■ Inquiries

SHOWS Inc.

Contact: CEO Shoya Yamasaki

Email: shows@shows.jp

[Notes]

*This product is a hair cosmetic (leave-in treatment) and is not a pharmaceutical or quasi-drug.
*The launch date is subject to change. Please check the official website (https://shows.jp) for the latest information.