Kao targets Asia hair dyeing boom with repair ingredient after discovering days-long color damage

Kao Corporation’s Hair Beauty Research division has confirmed for “the first time” that structural protein damage inside hair can continue to progress for seven days after coloring. The effects are especially felt by people with melanin-rich hair, common across Asia.

Leveraging the finding, Kao has developed H-Linx Tech, a technology incorporated into its hair color brand Liese to enable coloring while repairing damage. H-Linx Tech, featured in Liese formulations, helps repair damage caused by hair coloring, such as preventing split ends, breakage, and frizz.

“Through our research on black hair, which is common throughout Asia, we were able to gain a deeper understanding of the mechanisms behind the damage that occurs after hair coloring. Drawing on these insights, we will develop new value propositions for hair coloring products that enable users to enjoy different hair colors while also protecting the beauty of their hair,” says Shinichi Tokunaga, VP, Hair Beauty Products Research, R&D at Kao.

Kao aims to position Liese as the number-one fashion hair-color brand in Asia. The company cites the 114% growth in Asia’s at-home hair-color market since 2019 as a lucrative commercial backdrop for the launch. It attributes the growth to an increased consumer desire to express individuality through hair color in the region since the pandemic.

According to Kao, while demand for hair coloring is growing across Asia as a way of expressing identity, concerns related to dryness and damage to hair due to dyeing are creating a market for color solutions and high-performance products.

Liese will roll out in Hong Kong, Thailand, Taiwan, Malaysia, China, Japan, and Singapore from August 2026.

The rollout aligns closely with Kao’s Hair Care business growth strategy, announced in 2024. The Japanese global chemical and cosmetics company said it would grow by focusing investment on tactical brands in the hair color and premium care segments.

“The insights and technology we have gained open up new possibilities for Kao’s innovative hair care research,” says Tokunaga.

Color without compromising care

Kao's research shows hair damage can continue for seven days after coloring. 

Kao’s Hair Care business boasts a portfolio of products and technologies that tap insights derived from research spanning its century-long hair care heritage. The innovations are guided by the ethos “Hair: The Power of Life.”

The company outlines the long-held belief that damage caused by hair coloring occurs as the colorant is applied. Kao’s research has challenged this assumption by confirming continued damage spanning seven days after coloring.

Kao has found that this continued damage is particularly noticeable in black hair, leading the company to connect the phenomenon with a melanin component. Asian populations have a high representation of melanin-rich hair, revealing a gap in targeted hair care innovation in the region.

Liese’s range of hair coloring and care products protects the hair while allowing consumers to use a wide range of colors.

“Driven by growing demand for opportunities for self-expression, the hair color market in countries across Asia continues to expand,” says Mayumi Moriya, president of Hair Care Business, Health Beauty Care Business at Kao.

“At the same time, significant unmet needs remain in areas such as consistent color results, color longevity, and concerns about hair damage and feel. By leveraging this new technology together with Kao’s extensive portfolio of hair care technologies, we will enhance the overall hair coloring experience and further accelerate the growth of our hair care business in Asia.”