Despite the Expanding Beauty Market, Why Are Scalp Problems Still Increasing? An Active Beautician Launches a New Project Centered on "Stop Beauty"
EZUKARIMO Co., Ltd. has launched a new project centered on "stop beauty" to address the increasing scalp problems despite the expanding beauty market. From the perspective that excessive care disrupts the skin's natural functions, the project aims to re-evaluate beauty norms through no-poo support and information dissemination for beauticians.
📋 Article Processing Timeline
- 📰 Published: May 9, 2026 at 05:34
- 🔍 Collected: May 8, 2026 at 21:02
- 🤖 AI Analyzed: May 8, 2026 at 21:30 (28 min after Collected)
EZUKARIMO Co., Ltd. (Headquarters: Fukuoka City, Fukuoka Prefecture / Representative: Kazue Hamada) has launched a new project centered on "stop beauty." This initiative stems from the perspective that the increasing scalp problems and sensitive skin issues seen in recent years may be due to "over-care" and the structure of modern beauty, which is premised on "consumption."
"I'm doing everything right, so why isn't it getting better?"
In recent years, the haircare and skincare markets have continued to expand, and an era has persisted where "using more products and caring more meticulously" has been considered the "correct" approach.
Information suggesting that "not washing equals uncleanliness" has spread, and as new beauty methods and products are introduced one after another on social media and in the media, we unknowingly carry the pressure to "care even more."
However, at the same time, consultations such as:
* My hair is greasy even though I wash it every day.
* Sensitive skin products don't improve my condition.
* I'm concerned about scalp odor.
* Itching continues even after changing shampoos.
* Hair loss and thinning hair are increasing among younger generations.
have been steadily increasing year by year in beauty salons.
"The more meticulously people care, the more their problems persist" —
Kazue Hamada, an active beautician who runs a beauty salon in Fukuoka City, has been confronting this contradiction on the front lines.
The company is now strengthening its information dissemination, re-examining the state of beauty based on the perspective of "over-care" and the discomfort and real-world examples she has experienced as an active beautician.
Moving forward, they are also preparing to establish individual support systems for those practicing Yu-shan (no-poo), and to disseminate information and develop initiatives for beauticians to promote the spread of Yu-shan-friendly salons.
"Care for beauty" might actually be causing a burden.
Hamada herself was one of those who continued with what was considered correct care but suffered from scalp and skin problems. As she worked with many clients, she began to feel a sense of unease that "the care meant to make one beautiful" might actually be disrupting the skin's natural functions.
Through an understanding of skin mechanisms, her own experiences, and real-world examples accumulated in the beauty field, she arrived at "subtractive beauty," which means "returning to normal by stopping, rather than adjusting by adding."
Furthermore, behind this is the structure of modern beauty, which is premised on "consumption."
Care that was originally unnecessary has become commonplace, making it difficult to choose to "stop" —
She believes that this is precisely what lies behind many of the problems.
"Stop Beauty" - A New Perspective
"Stop beauty" is not just a beauty method.
It is a value system itself for re-examining "what to add" versus "was it really necessary?"
Modern beauty is based on the idea of "adding because something is lacking" and "supplementing because of anxiety."
* Moisturize because it's dry.
* Wash because it smells.
* Prevent aging because it happens.
In this way, new products and information are constantly born, and "continuously adding something" has become commonplace.
However, Hamada feels that, at the same time, more people are prioritizing "societal correctness" over their own natural senses.
Originally, the human body has the power to regulate itself.
Yet, with the repeated indoctrination of anxieties like "not washing is unclean" and "doing nothing is dangerous," it becomes difficult to even consider the option of "stopping."
"Stop beauty" is also a "value renewal" to re-examine such beauty premises and regain one's own senses.
By stopping, you return to your original state.
By stopping, your original comfort is fulfilled.
EZUKARIMO Co., Ltd. is currently strengthening its information dissemination to convey this idea to more people.
Future Developments
The company plans to re-evaluate the very common sense of beauty, which is premised on "over-washing," through:
* Individual support for those practicing Yu-shan.
* Creating an environment where Yu-shan can be chosen with peace of mind in beauty salons.
* Promoting the spread of Yu-shan-friendly salons.
* Disseminating information and creating learning opportunities for beauticians.
Furthermore, from the perspective of "was it really necessary?" rather than "what to add," they aim to provide an opportunity to re-examine not only beauty but also lifestyles and values themselves.
About the book "Recommendation of Stop Beauty"
The book "Recommendation of Stop Beauty" was born from this background.
Starting from the unease of "I'm doing everything right, so why isn't it getting better?" it compiles perspectives that re-examine the very premises of beauty.
As of May 8, 2026, this book has ranked #1 in the Amazon Kindle "Dermatology" category.
[Author Profile]
Kazue Hamada
Active beautician with over 20 years of experience.
"I'm doing everything right, so why isn't it getting better?"
In recent years, the haircare and skincare markets have continued to expand, and an era has persisted where "using more products and caring more meticulously" has been considered the "correct" approach.
Information suggesting that "not washing equals uncleanliness" has spread, and as new beauty methods and products are introduced one after another on social media and in the media, we unknowingly carry the pressure to "care even more."
However, at the same time, consultations such as:
* My hair is greasy even though I wash it every day.
* Sensitive skin products don't improve my condition.
* I'm concerned about scalp odor.
* Itching continues even after changing shampoos.
* Hair loss and thinning hair are increasing among younger generations.
have been steadily increasing year by year in beauty salons.
"The more meticulously people care, the more their problems persist" —
Kazue Hamada, an active beautician who runs a beauty salon in Fukuoka City, has been confronting this contradiction on the front lines.
The company is now strengthening its information dissemination, re-examining the state of beauty based on the perspective of "over-care" and the discomfort and real-world examples she has experienced as an active beautician.
Moving forward, they are also preparing to establish individual support systems for those practicing Yu-shan (no-poo), and to disseminate information and develop initiatives for beauticians to promote the spread of Yu-shan-friendly salons.
"Care for beauty" might actually be causing a burden.
Hamada herself was one of those who continued with what was considered correct care but suffered from scalp and skin problems. As she worked with many clients, she began to feel a sense of unease that "the care meant to make one beautiful" might actually be disrupting the skin's natural functions.
Through an understanding of skin mechanisms, her own experiences, and real-world examples accumulated in the beauty field, she arrived at "subtractive beauty," which means "returning to normal by stopping, rather than adjusting by adding."
Furthermore, behind this is the structure of modern beauty, which is premised on "consumption."
Care that was originally unnecessary has become commonplace, making it difficult to choose to "stop" —
She believes that this is precisely what lies behind many of the problems.
"Stop Beauty" - A New Perspective
"Stop beauty" is not just a beauty method.
It is a value system itself for re-examining "what to add" versus "was it really necessary?"
Modern beauty is based on the idea of "adding because something is lacking" and "supplementing because of anxiety."
* Moisturize because it's dry.
* Wash because it smells.
* Prevent aging because it happens.
In this way, new products and information are constantly born, and "continuously adding something" has become commonplace.
However, Hamada feels that, at the same time, more people are prioritizing "societal correctness" over their own natural senses.
Originally, the human body has the power to regulate itself.
Yet, with the repeated indoctrination of anxieties like "not washing is unclean" and "doing nothing is dangerous," it becomes difficult to even consider the option of "stopping."
"Stop beauty" is also a "value renewal" to re-examine such beauty premises and regain one's own senses.
By stopping, you return to your original state.
By stopping, your original comfort is fulfilled.
EZUKARIMO Co., Ltd. is currently strengthening its information dissemination to convey this idea to more people.
Future Developments
The company plans to re-evaluate the very common sense of beauty, which is premised on "over-washing," through:
* Individual support for those practicing Yu-shan.
* Creating an environment where Yu-shan can be chosen with peace of mind in beauty salons.
* Promoting the spread of Yu-shan-friendly salons.
* Disseminating information and creating learning opportunities for beauticians.
Furthermore, from the perspective of "was it really necessary?" rather than "what to add," they aim to provide an opportunity to re-examine not only beauty but also lifestyles and values themselves.
About the book "Recommendation of Stop Beauty"
The book "Recommendation of Stop Beauty" was born from this background.
Starting from the unease of "I'm doing everything right, so why isn't it getting better?" it compiles perspectives that re-examine the very premises of beauty.
As of May 8, 2026, this book has ranked #1 in the Amazon Kindle "Dermatology" category.
[Author Profile]
Kazue Hamada
Active beautician with over 20 years of experience.