Kao’s MEMEME Brand Unveils “Smooth Boost Series” for Feather-Light, Silky Hair
Experience Effortless, Silky-Smooth Hair and Boost Your Mood with the Latest “Smooth Boost Series” from Kao’s Popular High-Premium Brand.
Kao Corporation is set to expand its high-premium haircare brand, MEMEME, with the launch of the new “Smooth Boost Series.” This exciting collection, designed to deliver light, bouncy, and silky-smooth hair from root to tip, will be available nationwide on March 28, 2026. Ahead of its full release, an exclusive pre-sale will commence on February 9 through select online shops, including Kao’s official online shop, My Kao Mall, and Kao Hair Care’s official online shops on Rakuten and Qoo10.
The “Smooth Boost Series” maintains the thrilling usability and effortless finish that MEMEME is known for, now focusing on achieving a smooth and shiny look. This expansion broadens the range of finishes available, allowing younger consumers, who are at the core of MEMEME’s audience, to embrace their individual hair styles and amplify their “boost care experience.” This initiative aligns with Kao’s 2024 business vision, “From the power of hair to the power of human life,” and is a strategic move to reinforce its presence in the high-premium haircare market.
The Vision Behind “Smooth Boost”
Launched in the summer of 2025 with the brand concept “PLAY! ME ,” MEMEME quickly gained a following for its ability to deliver moisturized, shiny hair with an exciting user experience. The brand resonates with a dynamic and energetic young demographic who seek quick, easy-to-use haircare that also allows them to actively enjoy hair styling without worrying about damage. With the increasing trend for “smooth and shiny finishes,” there’s a growing demand for products that can effortlessly create such a texture.
The “Smooth Boost Series” directly addresses this demand, offering a new pathway to light, bouncy, silky-smooth hair. By expanding the range of desired hair finishes, MEMEME aims to heighten customer satisfaction and further solidify its brand identity.
Unveiling the “Smooth Boost Series” Lineup
The “Smooth Boost Series” offers a comprehensive regimen, including a shampoo, a treatment, and three out-bath (leave-in/styling) items, all crafted to achieve a flawless, silky-smooth finish.
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MEMEME Smooth Boost Shampoo & Treatment: These core products are formulated to smooth frizz and waves, guiding hair towards a light, bouncy, and silky-smooth state.
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The Smooth Boost Shampoo features amino acid-based cleansing ingredients, ensuring a rich lather and quick rinse while maintaining moisture and providing a refreshing cleanse.
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The Smooth Boost Treatment incorporates Kao’s proprietary “Bakunajimi Formula,” a unique technology that allows the rich treatment to instantly spread and penetrate the entire hair. It works to repair damaged protein layers within the hair and helps to straighten wavy strands, providing uniform care from root to tip for effortlessly manageable hair.
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MEMEME Shower Veil Treatment (Leave-in Treatment): This innovative treatment evenly coats each strand of hair, ensuring a lasting silky-smooth feel and easy manageability the next morning. Its long-push spray design allows for quick and even application to the entire hair after bathing.
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MEMEME Smooth Boost Oil (Multi-oil): A versatile oil for evening care, morning styling, and even for use on hands. When applied, volatile components evaporate, leaving a non-sticky gel-like film that delivers cohesive, shiny hair.
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MEMEME Saratsuya Effector Mist (Styling Oil Mist): This mist spreads instantly upon application, aligning hair flow for a silky-smooth finish with just a comb-through. The oil mist thinly and evenly coats each strand, providing a non-greasy, “effect-like” dynamic shine. Its portable, non-gas design makes it perfect for styling on-the-go or anytime during the day.
An Energetic Scent Experience
The series features a captivating fragrance centered on Rosé Sparkling, designed to evoke an energetic “boost care experience” that uplifts both hair and mood.
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In-bath items (Shampoo, Treatment) carry the “UP! ME BLEND Rosé Sparkling x Amber” scent, which transitions from light, effervescent notes of Rosé Sparkling and Turmeric Leaf to a floral fruity heart, concluding with a powerful, cool amber base.
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Out-bath items (Shower Veil Treatment, Smooth Boost Oil, Saratsuya Effector Mist) feature the “MORE UP! ME BLEND Rosé Sparkling x Nemophila” scent, sharing common elements with the in-bath fragrance but accented with the delicate aroma of Nemophila.
“A fan of MEMEME’s existing line might exclaim, ‘This is exactly what I needed to complete my hair game!'” as the brand continues to expand its versatile offerings.
Product Overview
Here’s a closer look at the new additions:
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MEMEME Smooth Boost Shampoo
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Contents: Main 400ml, Refill 320ml
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Features: Designed to smooth frizz and waves, leading to light, bouncy, silky-smooth hair. It lathers quickly, rinses easily, and cleanses thoroughly while retaining moisture. Features a “base-up technology” to protect hair evenly, contains Vitamin & Mineral Beautifying MIX ingredients (Vitamin E derivative, seaweed essence, Polyquaternium-52) for moisturizing, and damage repair components (Lanolin fatty acid, shine ceramide, PPG-3 caprylyl ether). Silky-smooth boost serum ingredient α (Hydrolyzed keratin, hydrolyzed silk, hydrolyzed conchiolin protein, eucalyptus leaf extract, lactic acid, malic acid, benzyl alcohol) for shine. Amino acid-based cleansing ingredients, sulfate-free, non-silicone, synthetic colorant-free. Scent: UP! ME BLEND Rosé Sparkling x Amber.
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MEMEME Smooth Boost Treatment
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Contents: Main 400ml, Refill 320ml
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Features: A next-generation treatment with explosive penetration, smoothing frizz and waves for light, bouncy, silky-smooth hair. Its translucent, plump texture instantly blends, allowing moisturizing ingredients to deeply penetrate hair strands. Contains Vitamin & Mineral Beautifying MIX ingredients (Vitamin E derivative, seaweed essence, glycerin) for moisturizing, and damage repair components (Lanolin fatty acid, shine ceramide). Silky-smooth boost serum ingredient α (Hydrolyzed keratin, hydrolyzed silk, hydrolyzed conchiolin protein, eucalyptus leaf extract, lactic acid, malic acid, benzyl alcohol) for shine. Sulfate-free, synthetic colorant-free. Scent: UP! ME BLEND Rosé Sparkling x Amber.
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MEMEME Shower Veil Treatment (Leave-in Treatment)
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Contents: 180ml
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Features: A beauty shower for instantly silky-smooth hair, with quick penetration and fast drying. A long-push spray covers a wide area after bathing with a 360° veil. Repairs and prevents damage from heat and friction, minimizes bedhead, and is a non-greasy water type. Contains Vitamin & Mineral Beautifying MIX ingredients (Vitamin E derivative, seaweed essence, DPG) for moisturizing, and silky-smooth boost serum ingredient β (Hydrolyzed keratin, hydrolyzed silk, hydrolyzed conchiolin protein, γ-docosalactone, eucalyptus leaf extract, polysilicone-9) for shine, and damage repair components (Lanolin fatty acid). Scent: MORE UP! ME BLEND Rosé Sparkling x Nemophila.
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Recommended Use: Spray onto towel-dried hair (root to tip) and thoroughly dry with a hairdryer. For semi-long hair, 3-4 long pushes are appropriate. Can also be used on dry hair.
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MEMEME Smooth Boost Oil
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Contents: 60ml
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Features: Instantly transforms hair into a flawless, silky-smooth state. A multi-oil for night care, morning styling, and hands. Repairs damage and moisturizes, providing a non-greasy, smooth, and shiny texture. Contains Vitamin Beautifying MIX ingredients (Vitamin E derivative, macadamia seed oil) for moisturizing, and 18-MEA (Lanolin fatty acid) for repair. Silky-smooth boost serum ingredient γ (γ-docosalactone, olive fruit oil, alkyl benzoate (C12-15)) for shine. Scent: MORE UP! ME BLEND Rosé Sparkling x Nemophila.
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Recommended Use: Take 4-6 pushes into hands, spread well, and apply to dry hair. Can also be used on wet hair at night. Leftover oil on hands can be used on skin.
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MEMEME Saratsuya Effector Mist (Styling Oil Mist)
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Contents: 100ml
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Features: Instantly provides a silky-smooth feel with just a comb-through, creating a silky-smooth hair “effect.” Repairs damage from UV rays, suppresses flyaways and tangles during the day, and leaves hair feeling smooth. Non-greasy and lightweight. Portable for quick silky-smooth boost anytime during the day. Contains Vitamin & Mineral Beautifying MIX essence (Vitamin E derivative, seaweed essence, hydrogenated polyisobutene) for moisturizing, and damage repair components (Lanolin fatty acid, shine ceramide). Silky-smooth boost serum (γ-docosalactone, eucalyptus leaf extract, hydrolyzed silk, polysilicone-9) for shine. Scent: MORE UP! ME BLEND Rosé Sparkling x Nemophila.
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Recommended Use: Spray onto dry hair and style with a comb or fingers. Approximately 10 pushes for semi-long hair. Spraying on the inner layers of hair can lead to a more beautiful finish.
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These new products will be available nationwide in Japan from March 28, 2026.
Stay Connected with MEMEME
Explore more about MEMEME and its exhilarating “boost care experience” through their official channels:
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Brand Site: https://mememe-official.jp/
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Instagram: https://www.instagram.com/mememe_boost_jp/
For more information on Kao’s haircare innovations, you can visit their newsroom:
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Kao Newsroom (MEMEME initial launch): https://www.kao.com/jp/newsroom/news/release/2025/20250729-001/
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Kao Newsroom (This launch): https://www.kao.com/jp/newsroom/news/release/2026/20260127-002/
As MEMEME continues to champion “PLAY! ME,” it solidifies its role in the evolving landscape of Kawaii culture. By offering products that empower individuals to easily achieve their desired hair styles and elevate their mood, MEMEME contributes to a future where self-expression through beauty is both accessible and exhilarating, inspiring a global embrace of personal “boost care” experiences.
