Proqualite Revolutionizes Frizz Care with Internal Hair Structure Focus
New Hair Mask, Emulsion, and Iron Mist Promise Smoother, More Manageable Locks
Japanese beauty brand Utena is set to transform the battle against unruly hair with the launch of three new additions to its esteemed Proqualite series. Starting March 2, 2026, the “EX Hair Mask,” “EX Hair Maintenance Emulsion,” and “Straight Iron Mist” will hit shelves, expanding Proqualite’s comprehensive lineup for total frizz and wave care.
The journey to perfectly smooth hair is a universal quest, yet many find their current solutions falling short. Recent surveys reveal that a striking two out of three users are dissatisfied with their existing frizz and wave care products. This widespread frustration highlights a clear demand for more effective and deeper-acting solutions.
Proqualite, a brand born from over 30 years of dedicated research into the complexities of wavy hair, has continuously strived to understand and address these concerns since its inception in 1991. Leveraging this extensive knowledge, the brand is now introducing its unique “straight care” approach, which focuses on smoothing damage-induced waves by delving into the very architecture of hair.
Targeting the Root Cause: Proqualite’s Unique Straight Care
Many conventional hair care products only offer superficial solutions, merely coating the hair surface or filling gaps with moisture. Proqualite, however, takes a more profound approach, concentrating on the hair’s internal structure—specifically, the bonds and protein imbalances that contribute to frizz and waves. The new products feature a blend of “Dimaleic Acid” (a repair component) and “Oil Keratin®” (a moisturizing component), working in harmony to repair damaged hair and restore its natural alignment. This sophisticated hair repair technology is a testament to Proqualite’s extensive research into hair straightening techniques.
Discover the New Proqualite Additions
Proqualite EX Hair Mask
Designed for stubborn, unruly hair that resists conventional treatments, this rinse-off hair mask focuses on texture correction to eliminate even the finest flyaways. It boasts the series’ highest concentration of Dimaleic Acid (a repair component) and features Tostea (a repair component), a beauty ingredient gaining traction for its efficacy in frizz and wave care. The result is light, soft, and effortlessly smooth hair with a melt-in-your-fingers feel.
-
Price: 1,980 yen (tax included, reference price)
-
Volume: 180g
-
Usage: After shampooing, lightly remove excess water and apply an appropriate amount evenly to hair. Rinse thoroughly.
Proqualite EX Hair Maintenance Emulsion
This hair milk is formulated for coarse, stiff hair, promising a noticeable change in hair texture. It incorporates 18-MEA-GL (a moisturizing component) for hair softening, leading to a delightfully smooth and supple feel. It’s designed to deliver Proqualite’s unique straight care for manageable, soft hair.
-
Price: 1,870 yen (tax included, reference price)
-
Volume: 110mL
-
Usage: Apply to towel-dried wet hair. Spread an appropriate amount evenly on palms and apply primarily to the inner hair and ends, then dry with a hairdryer.
Proqualite Straight Iron Mist
Achieve effortlessly smooth and shiny hair with this pre-iron mist. A simple spray before using a hair iron allows the fine mist to penetrate evenly without stickiness, making it perfect for busy mornings. It provides heat wrapping and damage care, protecting hair from heat damage while locking in a straight style.
-
Price: 1,650 yen (tax included, reference price)
-
Volume: 100mL
-
Usage: Apply an appropriate amount (approx. 6-7 pumps per side for semi-long hair) to dry hair, then pass an iron through the hair from root to tip.
“The quest for perfectly smooth hair is a universal one, and for many, the daily battle against frizz feels unending. Innovations like Proqualite’s approach, which delves into the very architecture of hair, represent a significant step forward in making that dream a reality.”
The Proqualite Legacy: Over 30 Years of Frizz Solutions
Since 1991, Proqualite has been a long-standing series dedicated to addressing hair concerns, offering a wide array of products from at-home hair straightening treatments to daily hair care and styling solutions. It stands as a total care brand for wavy and frizzy hair, constantly evolving to meet user needs.
For those eager to explore the full range of Proqualite products, including these new innovations, more information can be found on their brand site:
Utena Co., Ltd., founded in 1927, operates under the philosophy of “contributing to society with sincerity and finding joy in people’s satisfaction.” The company aims to support everyone’s beauty, much like a flower’s calyx (utena in Japanese) protects its petals. Their corporate slogan, “Let’s bloom new beauty, yet unseen,” encapsulates their commitment to creating innovative beauty solutions with integrity. By continuously offering “Human Care products” that pursue inherent human beauty, Utena is dedicated to enhancing daily life.
These new Proqualite products signify a promising future for frizz care, moving beyond temporary fixes to offer lasting solutions that genuinely transform hair texture. For consumers worldwide, this could mean a significant step towards achieving the smooth, manageable hair they’ve always desired, simplifying beauty routines and boosting confidence.
