Our Savvy guide to Japan’s most popular haircare brands, &honey, Fino Premium Touch, Tsubaki and Moist Diane.

One of the first things you might have noticed when arriving in Japan is just how beautiful the average woman’s hair is. There’s no denying it, the hair game is strong here. A lot of it is thanks to the amazing Japanese haircare products you can find at even more amazing prices. In this guide, we’re exploring Japanese haircare brands for thick and healthy hair

• &honey
• Fino Premium Touch
• Tsubaki
• Moist Diane
• The Answer
• Why is Japanese Haircare So Good?

&honey

[

](https://cdn.savvytokyo.com/app/uploads/2026/03/honey.jpg)Inspired by honey’s moisturizing and antibacterial properties.

&honey’s range of deeply moisturising and restorative haircare products has gained worldwide popularity over the past few years. The products were inspired by honey’s moisturizing and antibacterial properties.

One of &honey’s standout features is the use of smoothing agents to achieve the signature silky soft hair look. If you prefer a voluminous look over a sleek one, this might not be the brand for you.

&honey Deep Moist

As the name suggests, this range is all about moisturization. The shampoo, treatment and hair oil contain 90% hydrating ingredients like royal jelly and propolis. The line is best for those with dry hair.

&honey Melty Moist Repair

You can spot the Melty product line by its pretty pink bottles. These products help control frizz by leveraging the water-retention properties of natural ingredients to deliver deeper hair hydration.

&honey Pixie Moist Silky

This line targets dry, tangle-prone hair, promising silky-smooth results. It combines three types of honey in the formulation, as well as hydrolyzed silk and hydrolyzed keratin, to coat the hair cuticle and prevent tangling during drying.

&honey Milky Precious EX Repair

Replacing &honey’s original Creamy range, the Milky line of products uses innovative ingredients to bring damaged hair back to life. The shampoo, treatment and hair oil contain the highest dose of moisturization using milk honey and keratin honey to undo the damage from heat, friction, UV or color.

&honey Color Control Repair

This is the best choice for anyone with colored or treated hair. It offers the same great moisturizing and nourishing results, while also elongating its color. The products have a more acidic pH level in order to tighten your hair’s cuticle and hold onto its color for longer.

Fino Premium Touch

[

](https://cdn.savvytokyo.com/app/uploads/2026/03/Fino.jpg)All about intense moisture and luxury

The Fino Premium Touch hair mask has been a Japanese bestseller since its release in 2005, and has been at the top of so many “must-buy in Japan” lists for years. In 2021, the hair oil version was released, completing the range that’s all about intense moisture and luxury at a drugstore price.

Fino Premium Touch Hair Mask

This is the cult Japanese haircare product for so many reasons. Firstly, the formulation is luscious and indulgent. It contains royal jelly, pearl peptide and trehalose to deeply replenish dry or damaged hair. It has a lovely light floral smell, a thick creamy texture and results that speak for themselves.

Fino Premium Touch Hair Oil

The hair oil can be used alone or with the hair mask to further hydrate and repair your hair. It’s lightweight and doesn’t leave hair looking greasy; instead, it creates a glossy, soft effect. It also has a lovely aroma that lasts, making your hair not just look expensive, but smell expensive too.

Tsubaki

[

](https://cdn.savvytokyo.com/app/uploads/2026/03/Tsubaki.jpg)Tsubaki oil has been used by geisha and samurai for its smoothing and moisturizing properties.

Another popular Japanese haircare brand is Tsubaki. Built around tsubaki oil (derived from Japanese camellia trees), it has been used by both geisha and samurai for its smoothing and moisturizing properties and is particularly effective in hair products.

Premium Moist & Repair

This is the standard Tsubaki line that celebrates the moisturizing and replenishing abilities of tsubaki oil. The formulations use squalane and plant-derived cholesterol-like components to detect and repair damaged hair cuticles, with smoothing agents for a sleek finish.

Premium Volume & Repair

Identifiable by the line’s white bottles, this has all the goodness of the standard products, with the added benefit of a voluminous finish. In place of the smoothing agents, these products create a more bouncy and voluminous look.

Premium EX Series

These black packaged products are best for noticeably damaged hair in need of deep repair. The shampoo, conditioner and mask contain premium ingredients like soybean extract, tea leaf extract and laurtrimonium chloride for the ultimate conditioning and anti-static results.

Moist Diane

[

](https://cdn.savvytokyo.com/app/uploads/2026/03/MoistDiane.jpg)One of the most extensive and beloved Japanese haircare brands.

Moist Diane is easily one of the most extensive and beloved Japanese haircare brands at drugstores. Its products use organic botanical oils for a variety of results, such as argan oil, marula oil and baobab oil. They have a huge line of products that covers shampoos, conditioners, masks, treatments and styling products. Here are the ones we recommend:

Extra Fresh & Hydrate

A shampoo and hair treatment that uses organic argan oil and feather keratin to cleanse the scalp and help to balance oil production. These products are great for battling greasy hair, leaving you with soft hair and a fresh-feeling scalp.

Extra Damage Repair

A silicon and sulfate-free line formulated with organic cactus, mango and andiroba oils to repair dry and damaged hair. It’s well-suited for colored or treated hair and especially effective for those with split ends.

Extra Shine

Another silicon and sulfate-free line that transforms dull hair to become shiny and sleek. The shampoo, treatment and hair mask are formulated with organic marula and coconut oil that moisturize the hair for a glossy effect once dried.

The Answer

[

](https://cdn.savvytokyo.com/app/uploads/2026/03/Answer.jpg)A tech-forward Japanese haircare brand.

The Answer is a newer, tech-forward Japanese haircare brand that uses science to make your hair softer, shinier and stronger. The brand was launched by Kao in 2024 and has come a long way in a short amount of time. Its products contain a distinct blend of five different nourishing ingredients: hydrolyzed keratin, ceramide α, malic acid, lanolin fatty acid and fatty acid glyceride α.

Super Lamellar Shampoo

This is The Answer’s signature product, demonstrating the brand’s “lamella platform technology”. This innovative formulation allows conditioning ingredients to be layered into the shampoo to repair hair while cleansing. 

EX Treatment Series

The EX Treatment Series comes in three varieties, with each treatment containing slightly adjusted amounts of The Answer’s five key ingredients. These slight differences allow the treatments to tackle three different issues: everyday damage, heat damage and color damage. 

Why is Japanese Haircare So Good?

[

](https://cdn.savvytokyo.com/app/uploads/2026/03/iStock-1662677497.jpg)Japanese haircare brands are some of the best in the world

In the last few years, Japanese haircare brands have become recognized as some of the best in the world. This reputation is largely driven by formulation science, strict quality standards and the Japanese industry’s focus on long-term hair integrity. That means products use innovative ingredients and cutting-edge technologies to actually improve the health of your hair, head and scalp.