New Hair Care Product: "HITA Serum Milk," a Dual-Purpose Serum for Salon Menus and Home Care!

Takara Belmont Corporation (Headquarters: Chuo-ku, Osaka; Chairman and President: Hidetaka Yoshikawa) will launch "Serum Milk" on Wednesday, May 20, 2026. This moisturizing, beautiful-hair care serum protects hair from heat and leaves it soft down to the ends. It is part of "HITA," an anti-frizz hair care method delivered by hair designers under the "LebeL" salon-exclusive cosmetics brand, designed to address all kinds of hair manageability concerns.

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■ A moisturizing, beautiful-hair care serum that softens and tames frizzy, unmanageable hair

"HITA" is an anti-frizz series that has been very well received since the 2024 launch of its "AP Treatment More" hair texture care treatment menu and "AP Straight" hair texture care straightening menu.

While the popularity of in-salon hair texture care menus continues to grow, a challenge remained: clients found it difficult to maintain the post-treatment finish until their next salon visit. Consequently, we created this multifunctional "Serum Milk," which functions as both a salon menu component and an out-of-bath care product. It is formulated with beauty hair care ingredients*1 linked to salon menus and can also be used as an intermediate treatment for straightening services. With the launch of "Serum Milk," we aim to extend the effects of in-salon care and increase customer satisfaction by helping them realize the benefits of the hair texture care menu.

※ Meaning to soften the hair texture and provide shine through moisture.

　

With our purpose of "Fulfilling a beautiful life," Takara Belmont will continue to deliver the "joy of living with hair you love" through the hands of hair designers, utilizing products and menu proposals based on advanced hair research and technology.

■ Product Overview

HITA consists of three lines: salon menus (AP Straight and AP Treatment More) and home care.

Designed simply, precisely because hair texture care* is essential for the base of any hair design.

HITA further enhances the potential of salon work.

※ Meaning to soften the hair texture and provide shine through moisture.

【 Serum Milk Product Overview 】

［*1 Beautiful hair care ingredients］

● Utilizing heat for beautiful hair care

Tostear*2 & Levulinic Acid

Demonstrates a high hair-repair effect through daily blow-drying or heat from an iron, increasing shine and manageability.

Ingredients based on the concept of beautiful hair care that repair hair daily while utilizing heat.

＊2 Ammonium Aminoethyl Thiosuccinate

Elcalactone*3

The heat-care ingredient Elcalactone protects hair from the heat of daily blow-dryers and irons, repairing and smoothing the hair surface.

＊3 γ-Docosalactone

● Reinforced with hair repair ingredients

fiberhance™ bm*4

Fills and reinforces the gaps between protein fibers inside the hair, making treatment effects last longer.

＊4 Hydroxypropylgluconamide. ※fiberhance™ bm is a trademark of Ashland.

● Maintaining optimal moisture levels with excellent water retention

Trehalose

Thanks to trehalose's excellent water-retention ability, it locks moisture within the hair, maintaining a soft, hydrated texture.

■ HITA Series Lineup

Salon Care

"AP Straight" Line (Existing product)

A hair texture care* straightening menu that enhances hair texture, shine, and moisture to create a base for hair designs, while softly straightening hair.

Compatible with a wide range of hair conditions using appropriate products, from alkaline to neutral to acidic.

Provides a more sustainable straightening effect with action compatible with color-treated hair.

※ Meaning to soften the hair texture and provide shine through moisture.

Product Name (from left):

Hita AP Straight EX Hard 1 (Sales Name: Formula STEXH Agent 1)

Capacity: 400g

Hita AP Straight Hard 1 (Sales Name: Formula STH Agent 1)

Capacity: 400g

Hita AP Straight Cosme 1 Capacity: 400g

Hita AP Straight Neutral Cosme 1 Capacity: 400g

Hita AP Straight Acidic Cosme 1 Capacity: 400g

Hita Rebutter Serum X (Hair protection cream ) Capacity: 800g

Hita AP Straight Hard 2 (Sales Name: Formula STH Agent 2)

Capacity: 800g

Hita AP Straight Cosme 2 Capacity: 800g

Salon Care

"AP Treatment More" Line (Existing product)

Hair texture care*, just as you envisioned.

A 5-step anti-frizz treatment that offers lasting shine and softness.

Simple procedures make prone-to-spreading hair easier to manage from the roots.

An anti-frizz treatment that repairs damage and aims for the hair you want with texture care compatible with color and bleach designs.

※ Meaning to soften the hair texture and provide shine through moisture.

Product Name (from left):

Hita AP Treatment More 1 & 5 Capacity: 400mL / Refill spray bottle (200mL) sold separately

Hita AP Treatment More 2 Capacity: 400mL

Hita AP Treatment More 3 Capacity: 400mL

Hita AP Treatment More 4 Capacity: 400mL

Hita Cuticle PX Oil Capacity: 75mL

Home Care

"Home Care" Line (Existing product)

Beautiful hair care that tames the dryness, spreading, and heat damage characteristic of frizzy hair with moisture and softness, creating daily comfort.

By thoroughly storing moisture, it smoothly tames the spreading and roughness of unmanageable frizzy hair, making it resistant to dryness and humidity.

Daily care that leads to beautiful, manageable hair, feeling pleasant from the wash to the finger-combing.

Product Name (from left):

Hita Shampoo

A beautiful-hair care shampoo with dense moisturizing foam that makes spreading and rough frizzy hair supple from the roots.

Moisturizes to the core of the hair and protects against dryness, spreading, and heat damage.

Silk Veil (hydrolyzed silk) retains moisture to achieve a pleasant, silk-like texture.

Contains jojoba seed oil for high moisturizing power to keep hair soft.

Volume/Price: 400mL ¥3,520 / 60mL (mini pouch) ¥715 / 800mL (refill) ¥4,950

Hita Treatment

A moisturizing, beautiful-hair care treatment that smoothes spreading, rough frizzy hair to the ends.

Moisturizes to the core of the hair and protects against dryness, spreading, and heat damage.

Silk Veil (hydrolyzed silk) retains moisture to achieve a pleasant, silk-like texture.

Contains jojoba seed oil for high moisturizing power to keep hair soft.

Volume/Price: 400mL ¥3,960 / 60mL (mini pouch) ¥770 / 800mL (refill) ¥5,720

Hita Oil

A beautiful-hair care oil that locks moisture into the hair, keeping it smooth and soft.

It not only protects hair from heat damage and dryness, keeping it soft, but also utilizes heat to repair damage. Silk Veil (isostearoyl hydrolyzed silk) sustains an internal repair effect for a silk-like texture. Contains jojoba seed oil and macadamia seed oil for high moisturizing power to keep hair soft.

Volume/Price: 90mL ¥2,750

※ All prices are suggested retail prices (tax included).

■ Contact for hair salons carrying "HITA" menus and home care products

General Cosmetics Toll-Free: 0120-00-2831 ※ Reception hours: 10:00-12:00 / 13:00-17:00 (Closed weekends and holidays)

■ Manufacturing from the perspective of SDGs (Sustainable Development Goals)

【 Origin of the Name "HITA" 】

【 HITA Official Website 】

① EC site for consumers: "BEAUTY CITY" HITA Brand Page

② "BEAUTY CITY" Official SNS:

Instagram @beautycity_tb

X @beautycity_tb

③ Web site for hair stylists: "Takara Belmont For Salon" HITA Brand Page

④ Instagram for hair stylists: @hita_lebel

【 Reference Articles 】

For those who want to know more about frizzy hair and hair damage, please also refer to the TOPICS page on BEAUTY CITY.

・A professional researcher answers reader questions and worries about frizzy hair!

・Things you should know! Causes and countermeasures for hair spreading due to humidity

【 About LebeL 】

"LebeL" is a brand that has been loved for nearly 50 years by professionals in hair and beauty salons, from products exclusively for technicians in the hair and beauty industry to products sold exclusively in hair salons. In addition to creating environmentally friendly products, we are actively engaged in environmental conservation activities. Through our activities from various angles, we continue to support the dreams of all people seeking beauty and hair designers.

About our environmental conservation activities

< Company Overview >

Trade Name: Takara Belmont Corporation

Representative: Hidetaka Yoshikawa, Chairman and President

Location: Osaka Head Office (Main Office): 2-1-1 Higashi-Shinsaibashi, Chuo-ku, Osaka

Tokyo Head Office: 7-1-19 Akasaka, Minato-ku, Tokyo

Founded: October 5, 1921

Capital: 300 million yen

Number of Employees: 1,629 (as of March 31, 2025)

Business Description: Hair & beauty, cosmetics, dental, and medical businesses

URL: https://www.takarabelmont.com/

Official SNS: Instagram @takarabelmont_japan

Takara Belmont celebrated its 100th anniversary on October 5, 2021, and established a new purpose: "Fulfilling a beautiful life." Aiming for a sustainable society, we continue to evolve together with professionals who "fulfill beauty and health."