France’s No. 1 Botanical Dermatological Beauty Brand YVES ROCHER Renews Its Pure Refresh Series, Launching in Japan on May 22

YVES ROCHER, France’s No. 1 botanical dermatological beauty brand (Japan importer: AEON Rêve Cosmé Co., Ltd.; President and Representative Director: Maki Kudo), will renew its popular Pure Refresh series. The renewed products will launch on Friday, May 22, 2026, at AEON and Welcia group stores across Japan, totaling approximately 2,400 locations as of March 2026, as well as the YVES ROCHER official online store, including the official website and Amazon official store. Launch background: As summers become longer, with prolonged extreme heat, stronger UV exposure, and airborne fine particles, the scalp is increasingly exposed to harsh environmental conditions. When seasons of heavy sweating and excess sebum last longer, the scalp environment can become disrupted, potentially affecting future hair condition. This makes scalp care focused on sebum balance increasingly important. To better protect the modern scalp, the first chapter of the renewed YVES ROCHER begins with an update to its iconic Pure Refresh Rinsing Vinegar. The formula now includes new ingredients designed to strengthen its approach to scalp care. The organic macroalgae ingredient used in the new Pure Refresh Rinsing Vinegar is extracted from Asparagopsis armata, a large red seaweed that grows in the waters of Brittany, France. YVES ROCHER conducted four years of research on Ouessant Island in Brittany, located within a UNESCO biosphere reserve, and developed its own extraction method. By organically cultivating the seaweed in-house, the brand established a process for producing a high-purity extract immediately after harvest. The formula contains organic macroalgae extracted immediately after harvest to preserve the seaweed’s properties, used as a sebum-balancing ingredient. Combined with vinegar-derived acetic acid, it cleanses not only excess sebum from the scalp but also external impurities that adhere to the hair. The vinegar component helps smooth the cuticle, leaving hair silky and light. Product overview: YVES ROCHER Pure Refresh Rinsing Vinegar will be available in 150 mL for JPY 1,100 including tax and 400 mL for JPY 1,980 including tax. After regular shampoo and conditioner, users simply apply it over the scalp and hair and blend it in. This easy vinegar-based hair treatment refreshes the scalp and cleanses the hair in one step. Even during Japan’s hot and humid summer, it helps keep the scalp clean, rinses away stickiness, smooths the cuticle, and leaves hair soft and silky. The renewed Pure Refresh series also features updated bottle designs. Pure Refresh Shampoo, 300 mL for JPY 1,320 including tax, uses a fresh clear-gel texture to remove excess scalp sebum and impurities while helping maintain scalp balance and delivering airy volume from the roots. Pure Refresh Conditioner, 200 mL for JPY 1,320 including tax, has a balm texture enriched with organic macroalgae to provide lightweight hydration to the scalp and hair without heaviness, helping maintain naturally smooth hair throughout the day. Used together with the Rinsing Vinegar, it supports healthy, silky hair. The products will be sold at AEON and Welcia group stores, as well as the YVES ROCHER official online store, including the official website and Amazon official store. Founded in 1959, YVES ROCHER has continued to engage deeply with plants and is France’s No. 1 beauty brand. In La Gacilly, Brittany, the brand has long carried out plant research, cultivation, and manufacturing in harmony with nature. Building on this unwavering belief, YVES ROCHER is now evolving into a new stage of botanical dermatological beauty, combining plant research with advanced dermatological science to pursue proven efficacy.