Launched by cosmetics manufacturer magicnumber, the brand’s concept is based on self-love, with a focus on developing hair care products that cater to the current generation of consumers who “enjoy doing what they love and what they want to try”.
A key feature of unu’s debut range Unubore Straight is that the formulations are specifically designed for straight hair.
The main two ingredients, namely levulinic acid and Tostear, are “hair repair ingredients” aimed at moisturising and conditioning the tresses.
In particular, levulinic acid is used in hair products to smooth hair, straightening it while adding shine and enhancing manageability. As a mild acid, it can also help stabilise cosmetic formulations as a natural preservative.
Also known as aminoethyl diammonium, Tostear is claimed to improve frizzy curls and waves.
In addition, a “Straight Bond System” is utilised to restore damaged cuticles and provide water repellency, resulting in healthy and straight hair that can withstand humidity.
The products are also incorporated with a blend of ingredients that deliver both internal and external repair.
For instance, ingredients that repair hair damaged by heat, friction, hair colouring, bleaching and other chemical treatments “from the inside” include hydrolysed keratin (wool), hydrolysed silk, hydrolysed wool cuticle protein, hydroxypropyltrimonium hydrolysed silk, and sodium dilauroyl glutamate lysine.
Lanolin fatty acids and ceramide-like ingredients (lauroyl glutamate di) are used in the treatment and hair milk products for external repair, straightening out damaged cuticles to prevent breakage and split ends.
The shampoo contains Protein-Potato Treatment (PPT)-based (lauroyl hydrolysed silk) and amino acid-based (cocoyl methyl taurate sodium) cleansing ingredients to provide an adequate amount of cleansing power to prevent colour fading.
It is also enriched with diisostearyl malate that tightens the cuticles, helping to retain hair colour.
As the products are meant for everyday use, unu paid attention to creating formulas that are gentle on both hair and scalp, which excluded sulphate surfactant, mineral oil, UV absorber, synthetic colouring agent, and silicone (in shampoo).
With fragrance being an integral part of the self-care experience, the products are infused with a scent that combines refreshing bergamot, invigorating lemon with fruity apple, and soft sweet lily of the valley.
Pre-sales of the Unubore Straight line will begin on August 27 at the brand’s official web shop, and on August 29 at select Loft and PLAZA stores across Japan, as well as Loft’s online store. Subsequently, the range will be released in variety stores nationwide starting from October 1.
