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Japanese hair care has been rising in popularity over the last few years. While brands like &honey and Fino have been gaining traction in the West, we believe many other Japanese hair care products are being overlooked!
In this article, we’re sharing all of our favorite Japanese hair care products that we feel are severely underrated. We’ll cover everything from shampoos and conditioners to masks, hair oils, and much more. You’ll definitely want to give this article a read because we’re not gatekeeping anything!
How we decided
- EffectivenessHow well the product addresses specific hair concerns like damage repair, hydration, scalp care, or heat protection
- FormulationUse of Japanese botanical ingredients, amino acids, oils, or plant-based components that support hair health and shine
- User ExperienceTexture, scent, ease of use, and how the product feels on hair and scalp
- Other FeaturesFeatures that make the product stand out, like non-silicone formulas, warm-and-cool sensations, overnight care, or vegan/sustainable options
Underrated Japanese Shampoos
1. Kracie Ichikami Smooth Care Shampoo For Silky Hair 480ml
Ichikami is one of the most popular affordable hair care brands in Japan, but we feel that its popularity has not caught on as much in the West (yet). If you’re new to the brand and want to try out one of their hair care products, then the Ichikami Smooth Care Shampoo is a great place to start. Not only is this shampoo reasonably priced, but it also will benefit many different hair types. It also smells like cherry blossoms. Enough said.
A standout feature of Ichikami hair care products is that they are formulated with native Japanese botanical ingredients rooted in extensive Japanese hair research. In the case of this shampoo, Ashitaba, Red Rice, and Camellia (tsubaki) are used to deliver smooth and shiny results to the hair. This shampoo is also silicone and sulfate-free, so that’s pretty cool too.
Pros
- Silicone and sulfate-free
- Enriched with Japanese botanicals
- Pleasant cherry blossom scent
Cons
- Not deeply hydrating for very dry hair
- Packaging not travel-friendly
2. Yolu Calm Night Repair Silicone Free Shampoo for Damaged Hair 475ml
The Yolu hair care brand is extremely popular in Japan but may not be as well known outside the country. At the time of writing this article, the Yolu haircare series could be considered the most popular drugstore brand in Japan. Yolu products are specially formulated to provide intensive care for your hair overnight. The active ingredients coat each hair strand, preventing friction and delivering moisture while you sleep. Additionally, their hair care products smell amazing. If you love &honey hair products, you may really enjoy using Yolu as well!
Pros
- Deep hydration while you sleep
- Luxurious fragrance
- Gentle silicone-free formula
Cons
- May feel heavy on fine hair
- Slightly pricey for a drugstore brand
3. Allna Organic Shampoo Salon Exclusive Hair Smoothing Shampoo 500ml
Allna Organic is a salon-exclusive brand dedicated to providing high-quality hair care products that are free of sulfates and other additives. Their hair care line, including this shampoo, offers a salon-like experience in the comfort of your own home. As a Japanese beauty brand, Allna Organic is committed to producing premium organic cosmetics.
Pros
- Sulfate-free and additive-free
- Salon-grade smoothness
- Organic, eco-conscious formula
Cons
- Subtle scent may not appeal to all
- Less lather than typical shampoos
4. Botanist Scalp Cleansing Botanical Shampoo Lime & Green Leaf 460ml
Botanist is a super popular and affordable Japanese hair care brand that we believe more consumers interested in Japanese cosmetics and hair care products should know about! Let’s start with this shampoo. It acts more like a clarifying shampoo, effectively cleansing impurities from your scalp. After use, your scalp and hair will feel thoroughly cleansed and refreshed.
A bit more about the brand: Botanist aims to provide a holistic approach to enhancing beauty while remaining environmentally responsible. This shampoo (and all their shampoos, for that matter) comes in an eco-friendly bottle with reduced CO2 emissions and a biomass ink label, showcasing Botanist's commitment to the environment.
Pros
- Deep cleans without harshness
- Fresh lime and green leaf scent
- Eco-friendly packaging
Cons
- Can dry out ends if used daily
- Not rich enough for thick hair
5. Levata Scalp Spa Shampoo Warm and Cool Sensation 400ml
Mandom Levata Scalp Spa Shampoo's rich microfoam deeply purifies while moisturizing for silky, refreshed hair. The unique warm-and-cool formula combines capsicum extract and menthol for a soothing spa-like sensation. Infused with marine clay and five plant extracts, it revitalizes scalp health and leaves a calming herbal aroma that promotes relaxation and balance.
Pros
- Dual warm-and-cool sensation feels therapeutic
- Deeply cleanses with mineral-rich marine clay
- Relaxing herbal spa fragrance
Cons
- May tingle too strongly for sensitive scalps
- Slightly more expensive than standard shampoos
6. RinRen Shampoo Yuzu & Neroli Vegan Hair Smoothing Shampoo 480ml
On to probably the least-known Japanese shampoo on this list: the RinRen Shampoo Yuzu & Neroli. Not only is this shampoo made from completely plant-based ingredients, but it also smells like yuzu, one of the most refreshing scents in Japan. This shampoo specifically aims to make your hair softer and smoother, and you’ll really feel the difference when you start using it regularly.
Another interesting fact about this RinRen shampoo (and other RinRen hair products, for that matter) is that they use ingredients native and unique to Japan, providing natural beauty properties. If you’re interested in this concept, you can also check out their Rose & Tsubaki shampoo.
Pros
- 100% vegan, plant-based ingredients
- Refreshing citrus aroma
- Gentle for daily use
Cons
- Mild for oily scalps
- Not moisturizing enough for very dry hair
Underrated Japanese Conditioners
7. Moist Diane Conditioner Extra Shine Glossy Hair Organic Argan Oil & Keratin 450ml
If you find your hair to be particularly dull or lackluster, you’ll love Moist Diane Extra Shine Conditioner. In fact, this Japanese conditioner may be the perfect hair solution! Formulated with organic argan oil, coconut oil, and malura oil, these natural ingredients penetrate deep into the hair strands to revive them from the inside out, creating a glossier shine and a softer, smoother texture. This is the perfect Japanese conditioner to use if you want ultra-glossy hair—almost like glass hair!
Pros
- Infused with argan, coconut & marula oils
- Adds mirror-like shine
- Smooths frizz effectively
Cons
- Heavy for fine or thin hair
- Fragrance can be strong
8. Kumano Yushi Horse Oil Conditioner 600ml
This particular conditioner might not be well known outside of Japan, and to be honest, it may not even be that well known in Japan. However, it’s formulated with an interesting ingredient… horse oil! Now, before you click out of this article, just hear us out for a second. Horse oil has the closest composition to human sebum, meaning it’s extremely compatible with human hair. We should note that this conditioner is on the richer side, so it may be more suitable for those with thicker or fuller hair.
Pros
- Richly moisturizing with horse oil
- Adds softness and elasticity
- Affordable large size
Cons
- Heavy for thin or oily hair
- Scent not for everyone
9. Kracie Ichikami Double Moisturizing Care Conditioner For Dry Hair 480ml
Here’s another great product from Ichikami—this time, a moisturizing conditioner for dry hair! But it doesn’t just offer single moisturizing power…it has double moisturizing power! What we mean by that is this conditioner moisturizes both the hair and scalp. Since many people with different hair types struggle with the common issue of dry hair, we believe this conditioner can be suitable for a variety of hair types. Like other Ichikami hair care products, this double moisturizing conditioner harnesses the power of Japanese botanical ingredients to provide ample moisture to your hair strands.
Pros
- Moisturizes both scalp and strands
- Contains Japanese botanicals
- Soft, smooth finish
Cons
- Not ideal for oily scalp types
- Slightly thick texture
10. Shiseido Richair by Benefique Conditioner Smooth For Damaged Hair 400g
This non-silicone formula deeply hydrates and repairs damaged hair using amino acid beauty ingredients that nourish from root to tip. It leaves hair soft, airy, and full of volume while conditioning the scalp for a naturally healthy look. Finished with a refreshing white floral herbal fragrance for a calming, luxurious touch.
Pros
- Deeply moisturizes without weighing hair down
- Repairs minor hair damage for smoother texture
- Gentle on scalp with amino acid ingredients
Cons
- Might be too light for very coarse hair
- Slightly pricey
11. Kao Curel Scalp Care Hair Conditioner for Sensitive Scalp 420ml
Curel is a well-known Japanese cosmetics company recognized for its skincare products aimed at sensitive skin. However, did you know they also make hair products? This conditioner is perfect for you if you find your hair ends to be a bit overly dry but have a sensitive scalp. The plant-based conditioner will thoroughly wash away all your hair troubles, leaving behind ample moisturization.
For best results, we recommend pairing this conditioner with the matching Curel shampoo.
Pros
- Gentle, fragrance-free formula
- Dermatologist-tested
- Hydrates without heaviness
Cons
- Limited scent (very neutral)
- Not enough for thick hair
Underrated Japanese Hair Masks & Treatments
12. Ichikami Premium Hair Treatment Moisturizing Mask 200g
Move over Fino and Tsubaki! While we still love (and highly recommend) both of those hair masks, we think this one from Ichikami is just as good and deserves more recognition! First of all, if you love floral and fruity-scented hair products, you’ll love this mask. If you want ultra-shiny hair, this Japanese hair mask will help you achieve that. It’s infused with a blend of botanical oils, including safflower oil and premium grass oil, to give you super glossy hair. This hair mask will instantly revive dry and damaged hair, so why not give it a try?
Pros
- Deeply nourishing with botanical oils
- Adds shine and smoothness
- Lovely floral scent
Cons
- Can weigh down fine hair
- Needs rinse-out time
13. Dove Milk Hair Treatment 10 Second Moisturizing Hair Mask 180g
While many hair masks require three to five minutes or more to deliver results, this effective hair mask from Dove Japan only needs 10 seconds. It’s a great, underrated option for busy folks who don’t have time to incorporate traditional hair masks into their routines. Plus, it’s quite affordable too.
Pros
- Works in just 10 seconds
- Affordable and accessible
- Lightweight creamy texture
Cons
- Short-term hydration only
- Not for severely damaged hair
14. Milbon Plarmia Balancing Scalp Pack Moisturizing Hair Mask
This nourishing hair mask targets dryness, itchiness, and dandruff. Formulated for aging hair, it hydrates deeply while restoring scalp balance and improving manageability. This treatment strengthens hair from the roots, adds natural volume and shine, and leaves a gentle floral fragrance that refreshes both scalp and senses for a truly soothing care experience.
Pros
- Deeply moisturizes, soothes the scalp
- Reduces dandruff, itchiness
- Adds softness, volume, shine
Cons
- Smaller size may run out quickly
- Mild floral scent may not suit everyone
Underrated Japanese Heat Protectants
15. Orbis Essence In Hair Milk for Silky Smooth Hair 140g
We’ve mentioned this product in a couple of our other articles, including this one about heat protectants, but we really want the whole world to know about it! This Japanese hair milk is infused with beauty essence, working to repair damaged hair from its core. It’s unscented and coats the hair strands with a protective layer that prevents them from drying out. It’s easy to use on both wet and dry hair, so we recommend including this product in your daily hair styling routine.
Pros
- Deeply repairs damaged hair from within
- Leaves hair smooth, silky, manageable
- Lightweight formula that doesn’t weigh hair down
Cons
- Works best when paired with heat styling
- May require consistent use for noticeable results
16. Kracie Ichikami Junno Herbal Essence Treatment for Damaged Hair 100g
If you prefer scented or water-based heat protectants, then the Ichikami Junno Herbal Essence Treatment is right up your alley! We’ve mentioned a few Ichikami products throughout this article, which really just goes to show how versatile the brand is—and we want more people to know about it. Anyway, back to this heat protectant: it not only prevents heat damage but also shields the hair from UV rays. Like other Ichikami products, this heat protectant also smells like cherry blossoms.
Pros
- Protects from heat and UV
- Water-based and lightweight
- Cherry blossom fragrance
Cons
- Fragrance may not suit everyone
- Less intensive for severe damage
17. Maputi Organic Fragrance Hair Oil Luxurious Styling Serum 100ml
While this product from Maputi is technically called a hair oil, it also includes beauty serum ingredients for the hair and can be used on both wet and dry hair. Unlike traditional oils that merely coat the hair, this serum penetrates deeply, nourishing and smoothing from within. Infused with nourishing oils such as Argan Oil, Baobab Seed Oil, Tamanu Oil, Jojoba Seed Oil, and Meadowfoam Oil, this hair oil and serum will repair any existing hair damage from the inside out. This luxurious hair treatment is also gentle enough to be used on the body and delicate areas.
Pros
- Penetrates deeply
- Multi-oil blend
- Usable on wet/dry hair
Cons
- Can feel heavy if over-applied
- Fragrance may be strong for some
Underrated Japanese Hair Oils
18. Napla N. Polish Oil 150ml
Napla N. Polish Oil is a premium Japanese hair treatment used in salons for both styling and conditioning. This versatile polish oil is crafted from naturally derived ingredients, including organic botanical oils and shea butter, making it suitable for application on both hair and skin. Since this item is salon quality and very well known in Japan, we believe that it deserves more recognition from overseas.
Pros
- Natural ingredients
- Dual hair and skin use
- Smooths and adds gloss
Cons
- Slightly oily if overused
- Premium price
19. Yolu Calm Night Repair Hair Oil for Damaged Hair 80ml
Here’s another product from Yolu that we’re excited to share with you—the Yolu Night Repair Hair Oil. This hair oil is extremely moisturizing while remaining lightweight, which we believe is essential for an effective hair oil. While it’s usually recommended to use hair oil before or after styling, this one is specifically designed for use before bed, complementing the rest of the Yolu series. Its refreshing fragrance of bergamot and blackcurrant will surely help you sleep peacefully.
Pros
- Lightweight yet moisturizing
- Relaxing bergamot & blackcurrant scent
- Bedtime use
Cons
- Small bottle
- Best suited for nightly use only
20. Diane Be True Damage Repair & Moisture Vegan Hair Oil 95ml
Last but not least is the Be True Damage Repair Hair Oil, which is also vegan. Featuring cruelty-free ingredients like plant-derived keratin and sugar squalane, this oil works effectively with natural and organic oils such as avocado oil and cactus oil to repair damaged hair. The result is smooth, glossy hair that feels lightweight and non-oily. This is a perfect underrated Japanese hair oil for consumers seeking a more sustainable product.
Pros
- Plant-based keratin
- Lightweight non-oily finish
- Smooths and adds shine
Cons
- Smaller size
- Scent may not appeal to everyone
Did you know about any of these underrated Japanese hair care products? Which one would you like to try? Did we miss any other notable Japanese hair care that’s underrated? Be sure to let us know in the comments.
