Among Japan’s rapidly rising beauty brands, &honey has become a standout in the world of haircare. With honey as its signature ingredient, &honey focuses on protecting hair’s natural moisture balance while offering a luxurious and natural approach to beauty. Loved not only in Japan but across Asia and gradually expanding worldwide, &honey is redefining what natural haircare means in the global market.

Brand Story

Founded by Japanese cosmetics company ViCREA around 2018, &honey was created with the concept of “Moisture Retention for Beautiful Hair.” By infusing over 90% moisturizing and protective ingredients into each formula, and highlighting natural honey as the core, the brand quickly captured attention with its sweet fragrance, strong hydrating effects, and eye-catching packaging. &honey is now recognized as Japan’s No.1 Honey-Based Cosmetic Brand and continues to expand internationally.

Key Features of &honey

Honey-Powered Hydration: Rich in honey, royal jelly, and natural oils to deliver lasting moisture.
Natural & Gentle Formulas: Over 90% natural-derived ingredients, free from harsh sulfates and synthetic dyes.
Premium Packaging: Sleek, golden bottles reminiscent of honey jars that elevate any bathroom aesthetic.

Popular Product Series

🌿 Deep Moist

Features: Focused on moisture retention, blending honey, royal jelly, and argan oil.
Benefits: Repairs dryness, tames frizz, and leaves hair soft and smooth.
Best for: Those struggling with dryness, frizz, or looking for deeply hydrated, manageable hair.

🌸 Melty Moist Repair

Features: Combines hydration with intensive damage repair using hyaluronic acid and proteins.
Benefits: Restores damaged hair from coloring and heat styling, leaving silky softness.
Best for: People with colored, bleached, or heat-damaged hair seeking smooth and feminine texture.

🌼 Pixie Moist Silky

Features: Designed for lightness and smoothness, enhanced with silk-derived ingredients.
Benefits: Prevents tangling, improves shine, and keeps hair airy.
Best for: Fine or easily tangled hair, or anyone who wants a natural, lightweight finish.

💧 EX Deep Moist

Features: A richer, more intense version of Deep Moist with oil-rich formulas.
Benefits: Delivers intensive hydration and shine for severely dry or damaged hair.
Best for: Those with extreme dryness, repeated bleaching, or heavy chemical damage.

🥛 Milky Precious EX Repair

Features: Combines milk proteins and honey for a nourishing, creamy formula.
Benefits: Strengthens hair from within, preventing split ends and breakage while adding bounce.
Best for: Hair weakened by chemical treatments, or anyone wanting fuller, healthier hair.

Rising Popularity Worldwide

&honey’s recognition is growing rapidly overseas, especially in Asia where distribution through drugstores and e-commerce has increased significantly. Social media buzz has played a key role in amplifying its reach, with users praising its sweet scent, moisturizing effects, and stylish packaging. The concept of “Honey Haircare” resonates with the global trend toward natural and sustainable beauty, allowing &honey to expand its presence beyond Asia into Western markets. As global demand for natural haircare continues to rise, &honey is positioned as a brand to watch.

Japanese Haircare Culture and &honey

Part of &honey’s appeal lies in its deep connection to Japanese haircare culture. In Japan’s humid climate, frizz and dryness are common concerns, so haircare routines often focus on moisture retention, smooth textures, and pleasant fragrance. Unlike in some Western markets where styling products dominate, Japanese consumers place strong emphasis on gentle cleansing and daily nourishment. &honey embodies this philosophy, offering products that balance effectiveness with comfort and self-care. For overseas consumers, &honey represents not only a product but also an introduction to the meticulous and wellness-oriented approach of Japanese beauty culture.

Conclusion

&honey combines the natural power of honey with Japan’s unique haircare philosophy to create products that are both effective and luxurious. By emphasizing hydration, gentle formulas, and stylish design, &honey is redefining natural haircare in the global market. As demand for sustainable and natural beauty continues to grow, &honey is set to become a key player in shaping the future of haircare worldwide.

Trusted &honey Product Supply

Our company has a proven wholesale track record for &honey products in the United States, Canada, Australia, and Southeast Asia. All items are handled through official, reliable, and verified wholesale channels, so you can purchase with confidence.