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Re:KERATIN: Revolutionizing Hair Care with Keratin

In a groundbreaking development for the hair care market, WeCleare Co., Ltd. has announced the launch of their new brand, Re:KERATIN, set to debut on April 25, 2026. This innovative brand focuses on using keratin, the primary component of hair, as a key ingredient in their products, allowing users to wash their hair with the same substance that constitutes it. The brand will first be available through the Welcia Group, showcasing a commitment to high-quality hair care that caters to modern needs.

What Sets Re:KERATIN Apart?

Re:KERATIN stands out not only due to its formulation but also its unique approach to hair care. The brand incorporates what it calls “keratin water,” a world-first innovation that comprises hydrolyzed keratin, allowing deeper penetration into the hair structure for effective damage repair. By using a concentration of keratin approximately 2,000 times greater than existing products, Re:KERATIN aims to restore hair’s strength and luster significantly.

Understanding the Science Behind Hair Damage

Hair is composed of over 80% protein, predominantly keratin. Everyday factors like dryness, friction, and chemical treatments can compromise the cuticle, leading to a loss of keratin and resulting in damage such as thinness and brittleness. Understanding this, Re:KERATIN’s formulation includes not only a high percentage of keratin but also additional nourishing ingredients that work synergistically to rehabilitate damaged hair.

Product Lineup

1. Re:KERATIN Reverse Repair Shampoo

• - Price: ¥1,800 (excl. tax) / ¥1,980 (incl. tax) 400mL
• - Refill: ¥1,300 (excl. tax) / ¥1,430 (incl. tax) 320mL

2. Re:KERATIN Reverse Repair Hair Treatment

• - Price: ¥1,800 (excl. tax) / ¥1,980 (incl. tax) 400g
• - Refill: ¥1,300 (excl. tax) / ¥1,430 (incl. tax) 320g

3. Re:KERATIN Reverse Repair Pure Serum

• - Price: ¥1,680 (excl. tax) / ¥1,848 (incl. tax) 50mL

4. Re:KERATIN Reverse Repair Hair Pack

• - Price: ¥1,480 (excl. tax) / ¥1,628 (incl. tax) 200g

5. Re:KERATIN Reverse Repair Hair Milk

• - Price: ¥1,680 (excl. tax) / ¥1,848 (incl. tax) 150mL

Key Features of Re:KERATIN

1. High Concentration PPT Formula: The products boast a formula rich in poly peptides derived from keratin, ensuring an effective and targeted hair treatment.
2. Exceptional Keratin Content: Featuring an unprecedented concentration of keratin, the formulation actively works to restore hair health, repairing damage and enhancing texture.
3. Innovative Keratin Water: A unique blend of hydrolyzed keratin and steam treatment allows for deep penetration, promoting comprehensive damage recovery from the inside out.
4. No Harsh Additives: The brand emphasizes a gentle approach, omitting potentially harmful ingredients like sodium laureth sulfate, prioritizing the health of both hair and scalp.

Scent Profile

The fragrant profile of Re:KERATIN is particularly notable, featuring the fresh, sophisticated scent of bergamot from Italy. This delightful citrus aroma enhances the bathing experience, elevating hair care to a sensory pleasure, although the pure serum is unscented to cater to those preferring fragrance-free options.

Release Timeline

• - Early Release: April 8, 2026, at various Loft and Plaza locations nationwide.
• - General Availability: April 25, 2026, across Welcia Group stores, Hands, Ainz & Tulpe, and Shumble, with plans for further expansion and online availability on platforms like Rakuten and Amazon.

About WeCleare Co., Ltd.

Founded in 2016, WeCleare is dedicated to innovating beauty with a free-spirited approach. The company has previously launched several successful brands such as &honey and THERATIS, earning multiple accolades in the beauty space. With a commitment to creativity and quality, Re:KERATIN is poised to redefine hair care and meet the evolving demands of consumers seeking effective, scientifically backed products.

For more information, visit the official website at re-keratin.com.
Connect with us on Instagram: @rekeratin_official and X: @rekeratin_jp.

Experience the future of hair care with Re:KERATIN—your hair will thank you!