&honey Unveils Elite Salon-Exclusive Line: The Sweet Evolution of Japanese Haircare

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&honey Unveils Elite Salon-Exclusive Line: The Sweet Evolution of Japanese Haircare

After selling over 100 million units, the beloved brand elevates its honey-infused magic with a professional-grade repair system.

On January 20, 2026, Japan’s sensation, &honey, known for its enchanting, honey-infused beauty products, will mark a pivotal moment with the debut of “＆honey Professional.” This highly anticipated salon-exclusive series promises to redefine premium hair care, bringing the brand’s beloved essence to a new level of sophistication and efficacy.

Developed by Viecrea Inc., this launch represents a significant evolution for a brand that has captivated millions and sold over 100 million units. For eight years, &honey has charmed consumers with its distinct “kawaii” aesthetic and effective daily solutions. Now, responding to a growing demand for advanced functionality and truly high-performance hair care, &honey has crafted a line specifically for professional use. The result is a premium range featuring the world’s first2 iPS liquid1, a groundbreaking ingredient that has earned its place in top salons. This evolution is sure to delight long-time fans who adore the brand’s unique blend of efficacy and charm.

Unlocking Salon-Quality Repair: The &honey Professional Difference

The “＆honey Professional” series is engineered with five core principles to deliver unparalleled hair repair and transformation:

1. iPS Honey Beauty for Salon-Inspired Damage Repair

This innovative approach combines iPS Liquid1 and other moisturizing components to tighten cuticles, while repairing ingredients like levulinic acid3 work deep within the hair shaft. The aim is to transform damaged hair into a smooth, lustrous mane.

iPS Liquid and White Honey components for hair repair

2. Over 95% Salon-Inspired & Moisturizing Ingredients4

The iPS System Repair formula is packed with salon-inspired ingredients such as levulinic acid3, Tostea5, and γ-docosalactone3, alongside powerful moisturizing components. This comprehensive blend ensures all-directional damage care5, leading to hydrated and silky-smooth hair.

&honey Professional Shampoo with key ingredients

3. Step-by-Step iPS System Repair for Cumulative Hydration

This four-step system, from shampoo to hair oil, works to repair hair from its core. Each step concentrates on damaged areas, locking in moisture for progressively smoother and more hydrated hair with every use. The unique acid-heat design of the hair oil activates with heat from dryers and irons, ensuring a sleek finish.

Hair repair mechanism with heat from dryer and iron

4. Gentle Formulation for Hair and Hands

Understanding the needs of stylists, the products are formulated with ingredients like Tuberose Polysaccharide6, Alteromonas Ferment Extract6, and Glucosylrutin6. This thoughtful blend ensures a gentle experience for both the hair being treated and the hands of the professionals.

Gentle formulation ingredients for skin protection

5. Petroleum-Based Cleansing Agent-Free & Additive-Free6

The “＆honey Professional” line commits to purity with a cleansing formula entirely free from petroleum-based ingredients like Olefin (C14-16) Sulfonate Na. This ensures peace of mind for users seeking gentle yet effective care.

Petroleum-based cleansing agent free and additive free declaration

The Full Lineup: Your Path to Professional Perfection

The “＆honey Professional iPS System Repair” series includes:

    • Shampoo 1.0 (White Lily Scent): 440mL, 1,700 yen (excl. tax) / 1,870 yen (incl. tax)
      &honey Professional System Repair Shampoo 1.0

    • Booster Hair Treatment 1.5 (White Fleur Honey Scent): 200g, 1,700 yen (excl. tax) / 1,870 yen (incl. tax)
      &honey Professional System Repair Booster Hair Treatment 1.5

    • Hair Treatment 2.0 (White Bloom Honey Scent): 445g, 1,700 yen (excl. tax) / 1,870 yen (incl. tax)
      &honey Professional System Repair Hair Treatment 2.0

    • Hair Oil 3.0 (White Muguet Honey Scent): 105mL, 1,700 yen (excl. tax) / 1,870 yen (incl. tax)

Where to Experience &honey Professional

The “＆honey Professional” special menu will be available at select salons, with product sales also offered at various locations. For reservations and details on specific menus or stock availability, please contact each salon directly.

Salons Offering Special Menus (Reservations via Hot Pepper Beauty):

Salons for Product Sales Only:

The Sweet Legacy of &honey

Launched in 2018, &honey quickly became a sensation, garnering over 100 million sales with its focus on the beauty benefits of honey6. The brand meticulously balances hair and skin moisture, striving for ideal hydration. Beyond hair care, &honey offers a range of skincare and body care items, aiming to fill daily life with “melting cuteness” and the gentle richness of honey.

Discover more about &honey:

Viecrea Inc.: Innovating Japanese Beauty

Viecrea Inc., founded in 2016, is a cosmetics manufacturer driven by creative beauty concepts. Following the success of &honey, they launched “THERATIS” (2021), “&PAIR” (2025 March, focusing on “Time-Performance Beauty”), “&Cream” (2025 April, an all-in-one cream shampoo), and “SOLA WEATHER CARE” (2025 August, a weather-care beauty concept). The company continues to innovate, earning numerous beauty awards*7.

A Glimpse into the Future of Kawaii Haircare

The launch of “＆honey Professional” signals an exciting new chapter for Japanese beauty. By bringing advanced, salon-grade formulations infused with the signature “kawaii” charm of &honey to a wider audience through professional channels, it is likely to further elevate the global perception of Japanese haircare innovation. This move not only caters to a discerning clientele seeking deeper repair and luxurious results but also reinforces &honey’s position as a leader in the evolving landscape of beauty, potentially inspiring other brands to bridge the gap between mass-market appeal and professional efficacy.

1 Human (fibroblast/mononuclear cell) artificial pluripotent cell culture conditioned medium (moisturizing)
2 1 is the world’s first INCI registered ingredient by co-developer Leje Co. (iPS Co.)
3 Hair repair
4 Excluding base, including water
5 External damage care due to heat, dryness, color, UV rays, and frizz care
6 Petroleum-based surfactants, sulfates (e.g., sodium laureth sulfate), mineral oil, synthetic colorants, parabens, animal testing (as a product)
7 As of end of December 2024 (2019 – end of December 2024)

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