Self-care Brand "Sorule" Launches New Serum Milk and Oil Mist for Ideal Soft Hair Texture! New Visuals of Brand Ambassador JO1 Also Released!

Self-care brand "Sorule," which creates ideal hair through softness, will launch "Softening Milk R," a serum milk that repairs hair to its core and leads to a soft, supple texture, and "Softening Oil Mist R," a 3-way serum oil mist that dispenses oil in a fine mist, nationwide starting May 20th (Wednesday).

New hair care items from "Sorule," pursuing hair softness, are here to help you achieve your desired hair!

"Sorule" was rebranded based on the realization that "the true essence of ideal hair was softness." Hair concerns such as morning frizz, dryness-induced volume, daily heat from irons and dryers, and damage from repeated hair coloring are endless. By fundamentally re-examining these concerns, we arrived at the conclusion that the "touchably soft hair" everyone unconsciously desired is the first step to addressing hair problems and achieving ideal hair. "Sorule" returns to this essence of "hair softness," offering a self-care brand that is easy to choose for daily care and naturally encourages continued use, all in pursuit of "softness."

Now, "Sorule" introduces new hair care items that lead to a soft texture. "Softening Milk R" is a serum milk that repairs hair to its core, leading to a moisturized, soft texture. While protecting hair from dryer heat, five types of PPT ingredients (*1) address hair damage. Its non-sticky, light texture quickly blends into the hair, finishing with soft, airy hair. "Softening Oil Mist R" is a new sensation 3-way serum oil mist that dispenses oil in a fine mist. The light oil spreads evenly throughout the hair as a soft mist, suppressing stiffness and leading to smooth, tangle-free hair. It can be used on both dry and wet hair, making it useful not only before night treatments and during blow-drying but also for fixing morning bedhead. Both products, common to the rebranded "Sorule" items, contain softening repair ingredients (*2) that target the three layers of hair—core, inner, and surface—to repair damage from heat and color, which are causes of hair stiffness. By moisturizing the hair core and balancing moisture and oil, they lead to supple and soft hair. Please try these new products that lead to manageable, soft hair by simply adding them to your daily routine.

*1 (Dihydroxymethylsilylpropoxy)hydroxypropyl hydrolyzed keratin (wool), (dihydroxymethylsilylpropoxy)hydroxypropyl hydrolyzed silk, hydroxypropyltrimonium hydrolyzed silk, isostearoyl hydrolyzed silk, isostearoyl hydrolyzed collagen (all hair conditioning ingredients)

*2 Dilauroyl glutamate lysine Na, steardimonium hydroxypropyl hydrolyzed keratin (wool), hydrolyzed silk, hydroxyethyl urea, γ-docosalactone, meadowfoam-δ-lactone (all hair conditioning ingredients), ceramide NG, ceramide NP, ceramide AP, hydrolyzed collagen (all moisturizing ingredients)

New visuals featuring brand ambassador JO1 are now available!

The new visuals feature JO1, dressed in white costumes, in a blue-themed world that links with the package colors of the new "Softening Milk R" and "Softening Oil Mist R," with soft, comfortable light shining through. The combination of moisturizing blue and gentle light expresses the light feel and soft texture of the new serum milk and serum oil mist. In addition to natural and relaxed styling, the soft atmosphere emanating from each member's unique expressions and gestures more impressively depicts the brand concept: "The true essence of ideal hair was softness."

Furthermore, videos featuring JO1 will be sequentially released on official social media. Please also pay attention to the world view that embodies the light usability of the new products!

JO1 Profile

A global boy group selected by viewer votes from "National Producers" in the survival audition program "PRODUCE 101 JAPAN."

Since their debut in March 2020, all singles released to date have topped major music charts. They successfully held concerts at Tokyo Dome and Kyocera Dome Osaka in April this year, and an additional concert at Vantelin Dome Nagoya has been decided for July. Furthermore, after steadily building their presence in the US, they are set to make their nationwide debut this autumn. A North American tour across five cities is also scheduled for October. Their influence continues to expand both domestically and internationally.

Common Features

Ideal softness