Beauty Market Expanding, Yet Why Are Scalp Problems Continually Increasing? Experienced Beautician Launches New Project Centered on "Stop Beauty"

EZUKARIMO Inc. (Headquarters: Fukuoka City, Fukuoka Prefecture / Representative: Kazue Hamada) has launched a new project centered on "stop beauty," based on the perspective that the increasing scalp problems and sensitive skin seen in recent years might be due to "over-care" and the structure of modern beauty that presupposes "consumption."

"Despite doing everything right, why does it never get easier?"

In recent years, the hair care and skin care markets have continued to expand, and an era where "using more products and caring more diligently" has been considered the "correct" approach.

As information suggesting "not washing equals unhygienic" spreads, and new beauty methods and products are constantly introduced on social media and in the media, we unknowingly bear the pressure to "care even more."

However, on the other hand, consultations at beauty salons about issues such as:

- Oily scalp despite daily washing - No improvement even with sensitive skin products - Concerns about scalp odor - Itching continues despite changing shampoos - Increase in hair loss and thinning hair among young people

— have been steadily increasing year by year.

"The more diligently people care, the more their troubles persist" —

Kazue Hamada, an active beautician who runs a beauty salon in Fukuoka City, has been confronting this paradox on the front lines.

The company is now strengthening its information dissemination to review the state of beauty, based on the perspective of "over-care" and the discomfort and real-life examples felt on site as an active beautician.

Moving forward, they are also preparing to create individual support systems for those adopting hot water-only washing, and to disseminate information and develop initiatives for beauticians to promote the spread of hot water-friendly salons.

The very "care for beauty" might instead be burdening the skin's natural functions.

Hamada herself was one of those who continued with supposedly correct care but suffered from scalp and skin conditions.

Through her interactions with many clients, she began to feel that the "care intended for beauty" might actually be disrupting the skin's natural functions.

From her understanding of skin mechanisms, personal experience, and real-life examples accumulated in the beauty field, she arrived at "subtraction beauty" — the idea that instead of restoring through addition, things return to their original state by stopping.

Furthermore, this is underpinned by 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 the background generating many of the current problems.

"Stop Beauty" — A New Perspective

"Stop beauty" is not just a beauty method.

It is a set of values for re-examining "what to add" versus "was it truly necessary?"

Modern beauty is based on the idea of "adding because something is lacking" and "supplementing because of anxiety."

Moisturizing because the skin is dry. Washing because there's an odor. Preventing aging because it happens.

One after another, new products and information emerge, and "continuously adding something" has become the norm.

However, Hamada feels that more people are prioritizing "societal correctness" over their own natural sensations.

Originally, the human body has the power to regulate itself.

Yet, as anxiety is repeatedly instilled, such as "not washing is unhygienic" and "doing nothing is dangerous,"

— it becomes difficult to choose "to stop."

"Stop beauty" is also a "value renewal" for re-evaluating these beauty premises and regaining one's own senses.

By stopping, one returns to their original state. By stopping, one's original comfort is fulfilled.

EZUKARIMO Inc. is currently strengthening its information dissemination to share this philosophy with more people.

Future Developments

The company plans to review the conventional wisdom of beauty, where "over-washing is the norm," through initiatives such as:

- Individual support for those practicing hot water-only washing - Creating an environment where people can confidently choose hot water-only washing at beauty salons - Promoting the spread of hot water-friendly salons - Disseminating information and creating learning opportunities for beauticians

Furthermore, they aim to create an opportunity to re-evaluate not only beauty but also lifestyles and values themselves, from the perspective of "was it truly necessary?" rather than "what to add."

About the Book "The Recommendation of Stop Beauty"

It is against this background that the book "The Recommendation of Stop Beauty" was born.

Starting from the discomfort of "doing everything right yet finding no ease," it compiles perspectives that re-examine the very premises of beauty.

As of May 8, 2026, this book has ranked #1 in the "Dermatology" category on Amazon Kindle.

[Author Profile]

Kazue Hamada An active beautician with over 20 years of experience.