MAPUTI x Sho Kasamatsu: A Scented Journey of “Kyun” Moments Begins
MAPUTI, the acclaimed femcare brand renowned for its exquisite fragrances, has announced a captivating new collaboration with actor Sho Kasamatsu. Starting December 1, 2025, a series of web videos, promising to deliver “heart-fluttering” (or “Kyun” in Japanese, a feeling of a sudden romantic flutter) moments, began streaming across various social media platforms.
MAPUTI boasts an impressive track record, with over 20 million units sold across its product lines. A cornerstone of the brand’s identity is its signature “MAPUTI fragrance,” a completely original scent meticulously crafted over a year with a perfumer from Grasse, France—the world-renowned capital of perfume. This unique aroma, built on a musk base, offers a sophisticated blend of sweetness, freshness, and allure. The collaboration with Sho Kasamatsu aims to convey the subtle, inviting essence of MAPUTI’s shampoo and treatment to a wider audience through visual storytelling.
The web videos are masterfully crafted to highlight the comfortable atmosphere created by the MAPUTI fragrance. They depict intimate moments where the distance between individuals subtly shortens, all from a first-person female perspective. Kasamatsu, known for his diverse roles in film and television, brings these everyday “Kyun” moments to life, creating a series of short, relatable narratives.
Experience the “Kyun” Moments:
Meet Actor Sho Kasamatsu
Born in Aichi Prefecture in 1992, Sho Kasamatsu officially began his acting career in 2013. He made his feature film debut in “Hana to Ame” in 2020 and has since appeared in numerous acclaimed productions, including the drama “Love You as the World Ends” (Hulu), the streaming series “The Naked Director Season 2” (Netflix), the starring film “Ring Wandering,” the US-Japan co-production “TOKYO VICE” (HBO Max), “Gannibal” (Disney+), the Korea-Japan co-production “Good News” (Netflix), and the TBS Friday drama “Fake Mommy.”
Unveiling the MAPUTI Haircare Line: Designed for Silky Smoothness
At the heart of this collaboration are MAPUTI’s premium shampoo and treatment products, meticulously crafted to deliver a superior haircare experience. These products have garnered significant praise, with a remarkable “90% of professional hairstylists” recommending them after thorough evaluation.
Key Product Features:
- Ultimate Smoothness: Unlike the prevalent “moisturizing” trend, MAPUTI prioritizes a “silky smooth” finish. Even individuals with damaged hair from coloring, bleaching, or perms can experience a light, touchable texture that invites admiration.
- Healthy Hair Growth: Beyond just smoothness, the formula is designed with scalp care in mind. By maintaining a healthy scalp and hair, it supports a more comfortable daily haircare routine.
- The Signature MAPUTI Fragrance: The iconic, original MAPUTI fragrance is a highlight. Praised by people of all ages for its “cuddly scent,” it’s a unique aroma that truly sets the brand apart. The new web videos visually capture the allure of this fragrance.
For more details on the products, visit: MAPUTI Sara-Sara Line
About MAPUTI: Empowering Women Through Conscious Care
Established in May 2016, MAPUTI was founded with the mission to “whiten and solve women’s concerns,” positioning itself as a brand created by women, for women. The brand is committed to developing products with original fragrances, organic (naturally derived) ingredients, numerous free-from formulations, and a mild, weakly acidic pH. As of December 2025, the MAPUTI series is sold in 13 countries worldwide, with sales exceeding 20 million units.
This collaboration with Sho Kasamatsu is poised to further elevate MAPUTI’s global presence and introduce its unique blend of sophisticated fragrance and effective haircare to an even broader audience, inviting more individuals to experience the delightful “Kyun” moments in their daily lives.
