SENSAI (Kao Corporation) has launched a new hair and scalp care range inspired by the skinification of haircare. The launch marks SENSAI’s return to the haircare category and has been described as an important milestone for the brand.
“This year marks an especially exciting chapter for the brand as we re-enter the premium hair and scalp care category – a natural extension of the SENSAI universe – bringing the same commitment to craftsmanship, innovation and exceptional performance that consumers have come to expect from our skincare and make-up portfolio,” explains SENSAI EMEA General Manager Julien Noilou.
SENSAI says it has taken the approach that it uses for its facial skincare and extended it to hair and scalp care, aiming to connect the two categories. The brand adds that the new products were created using insights from its anti-aging skincare research.
The range aims to both cleanse and nourish and create a balanced scalp environment that is said to lead to strong, silky hair. It comprises two shampoos (one for smoothing and one for volumizing), a conditioner, a mask and a treatment essence.
The shampoos and conditioner feature CPX Repair Inner, a technology that is said to condition the scalp while fortifying the hair fiber from within. The treatment features CPX Refining Balance, which claims to address the balance of the scalp environment and improve hair texture.
The treatment and mask, which offers a cooling sensation, are both formulated with Koishimaru silk and eucalyptus extract.
The Smoothing Shampoo and Volumizing Shampoo are priced at €59 for 300ml, the Nourishing Conditioner is €59 for 230ml, the Enriching Mask is €85 for 200ml and the Conditioning Treatment is €97 for 55ml.
International growth
Kao has positioned SENSAI as one of its focus brands for global growth in its cosmetics business.
In EMEA, SENSAI has achieved year-to-date growth of +5%, fueled by strong performances in Italy, Germany, Poland and Sweden.
More recently, SENSAI has also seen momentum in Turkey.
In Asia Pacific, SENSAI continues to expand its footprint following its launch in Indonesia, with Thailand joining as the brand’s next strategic market.
The brand has also been expanding its presence in travel retail, which has been identified as a key pillar of its international strategy. In Europe, the brand recently opened at Warsaw Chopin Airport, Prague Václav Havel Airport and Milan Malpensa Airport. A further opening is planned at Rome Fiumicino Airport by the end of 2026.
“The openings clearly reinforce our commitment to selective, premium distribution across strategically important travel hubs,” Noilou stated.
SENSAI will showcase the hair and scalp care range at the TFWA World Exhibition & Conference in Cannes at the end of September, along with new developments around its signature Double Moisturizing ritual.