Hoyu is NO.1* for hair color in Japan!

Date source: INTAGE SRI(Accumulated Japan market share date from
Jan.1996-Dec.2016 sales bese)
INTAGE SRI+(Accumulated Japan market share date from Jan.2017-Dec.2023
sales bese)

Recommended products on sale in Japan now.

Vivid coloring for light hair

MAKE UP
COLOR

Quasi-drug

Content:40g+88mL Includes post-coloring shampoo 12mL Serum 5mL 13COLORS

FEATURES

  • POINT

    Really effective for coloring
    light hair!

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    Formulated to prevent color fade during rinsing when used immediately after coloring hair.

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    The foaming emulsion colors
    your hair evenly!

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    Contains Two Types of Oil.
    Making Your Hair Shiny and
    Smooth!

Click here for more details.

  • LINE UP

    Fully decolorize between salon visits

    PLEX
    BLEACH

    Quasi-drug

    Content:36g+72mL+23g
    Hair Treatment:10g
    After Color Treatment:5mL

  • LINE UP

    Perfect bleaching before coloring

    BASE
    UP
    BLEACH

    Quasi-drug

    Content:36g+72mL+23g
    Hair Treatment:8mL

  • LINE UP

    A thoughtful formula
     for natural hair decolorization

    AIRY
    BLEACH

    Quasi-drug

    Content:50g+50mL
    Hair Treatment:8mL

  • FEATURES

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      Utilizes Plex technology!
      Full decolorization.
      Smooth hair that you can run
      your fingers through.*
      For highly toned hair that won't
      break easily!
      *Depends on treatment

      Image of Color Result

      Please check the coloring progress to adjust
      the shade of your hair to a desired tone.

      • ・The colors may look differ from the actual ones depending on your monitor settings.
      • ・The final color will vary depending on the color of the hair before use, condition of hair, hair type, temperature of the room, and length of time the treatment is left in. Please pay attention to how decolorization progresses during use.
      • ・It is difficult to lighten hair that has been colored dark. If used on hair to which hair coloring or a hair manicure has been applied, it may cause the color to change or become uneven.

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      Ingredients that suppress
      breakage*       Attached Treatment.
      *Tartaric acid / Citric acid

      • ・Plex treatment : Repairs damaged hair from the inside before shampooing.
      • ・After Color Treatment : Suppresses dryness for smooth hair that you can run your fingers through.
    Click here for more details.

  • FEATURES

    • POINT

      More bleaching power than
      the previous Base Up Bleach!

      Image of Color Result

      Please check the coloring progress to adjust
      the shade of your hair to a desired tone.

      • ・The colors may look differ from the actual ones depending on your monitor settings.
      • ・The final color will vary depending on the color of the hair before use, condition of hair, hair type, temperature of the room, and length of time the treatment is left in. Please pay attention to how decolorization progresses during use.
      • ・It is difficult to lighten hair that has been colored dark. If used on hair to which hair coloring or a hair manicure has been applied, it may cause the color to change or become uneven.

    • POINT

      Aftercare with Treatment!

    • POINT

      Smooth and moist
      to run your fingers through.
      Botanical oil formula.

    Click here for more details.

  • FEATURES

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      A thoughtful formula made with
      consideration for hair.
      For a light, natural hair color.

      Image of Color Result

      Please check the coloring progress to adjust
      the shade of your hair to a desired tone.

      • ・The colors may look differ from the actual ones depending on your monitor settings.
      • ・The final color will vary depending on the color of the hair before use, condition of hair, hair type, temperature of the room, and length of time the treatment is left in. Please pay attention to how decolorization progresses during use.
      • ・It is difficult to lighten hair that has been colored dark. If used on hair to which hair coloring or a hair manicure has been applied, it may cause the color to change or become uneven.

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      Aftercare with Treatment!

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      Contains
      moisturizing ingredients.

    Click here for more details.

Vivid color for light hair!

Color Cream

Cosmetics

Content:140g 5COLORS

FEATURES

  • POINT

    Apply only to the part of your
    hair desired!

  • POINT

    Control your own
    color arrangements and
    individual style!

  • POINT

    Contains argan oil*.
    Shiny and Smooth Hair!

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I need my hair black!

TONE DOWN
COLOR

Quasi-drug

Content:32g+96mL Serum 5mL
2COLORS

FEATURES

  • POINT

    The foaming mixture will
    return even color to your hair!

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    You can make your hair color
    lighter again the next time you color it!

  • POINT

    Contains Two Types of Oil.
    Making Your Hair Shiny and
    Smooth!

Click here for more details.

I Wanna Enjoy Vivid Color for Just 1 Day!

1DAY CRAZY!

Cosmetics

FEATURES

  • POINT

    Instant Coloring,
    No Bleach Required!
    Pearly     Shine Result!
    Temporary Spray Type,
    Washable with Shampoo!

Click here for more details.