New Concept Care "Concentrated Repair & Mid-Treatment" Proves Its Power! "WWDBEAUTY 2026 First Half Best Cosmetics" Wins 2nd Place in Shampoo/Conditioner Category for "Treatment Booster 2"

Treatment Booster 2, launched by Of Cosmetix Inc. (Ginza, Chuo-ku, Tokyo; CEO Osamu Furikuri), which develops salon-quality natural cosmetics, has won 2nd place in the WWDBEAUTY 2026 First Half Best Cosmetics Shampoo/Conditioner category for New Products (Department Store/Semi-Self Category).

Praised for its innovative "concentrated repair & mid-treatment" care design that achieves salon-quality results at home.

This product is an unprecedented, salon-quality authentic treatment that can reproduce professional salon treatments, previously only available in salons, at home, simply by adding one step between shampoo and conditioner.

It is highly formulated with luxurious hair repair and moisturizing ingredients, including hemin, in a unique balance (※ compared to our company), to intensively repair damaged, dry hair from the core. The surprising smoothness and silky finish immediately after rinsing have been highly praised by professionals and users, leading to this honorable award. Of Cosmetix will continue to develop products that lead customers' hair and skin to beauty and health with the knowledge and sensibility unique to hair experts.

What is "WWDBEAUTY 2026 First Half Best Cosmetics"?

"WWDBEAUTY Best Cosmetics" is a project that selects "truly best-selling" products based on actual sales performance, from research conducted at 42 stores nationwide, including department stores, semi-self stores, drugstores, variety stores, and EC sites. For the first half of 2026, rankings are announced along two axes: "New Products" for items released from January to April, and "Hero Products (Overall)" for items that have gained support regardless of their release date.

Award-Winning Product "Treatment Booster 2"

Treatment Booster 2 300ml Including Tax ¥12,100

"Treatment Booster 2" is an unprecedented, salon-quality authentic treatment developed to allow self-care of professional salon treatments, which can only be experienced in hair salons, at home. With a completely new approach of use between shampoo and conditioner, it intensively repairs highly damaged hair and maintains shine and moisture for a long period.

Intensively repairs hair with highly concentrated※ dense repair ingredients!

This product penetrates and directly repairs damaged areas of the hair cuticle with highly concentrated※ "hemin" that does not dissolve easily, amino acid derivative "Persea®L-30※1", and amino acid mixture solution "Produce 500※2". Furthermore, it gives elasticity, firmness, and volume to the hair.

※Compared to our company ※1 Sodium Lauroyl Glutamate Lysine ※2 Arginine, Aspartic Acid, Glycine, Alanine, Serine, Valine, Proline, Threonine, Isoleucine, Histidine, Phenylalanine, PCA 〈All repair ingredients〉

Wraps damaged, dry hair with a moisturizing veil!

Hair with a peeled cuticle and reduced moisturizing ability is prone to internal damage. Hyaluronic acid derivative "Hyalobeil®※1" adheres to the hair surface and wraps it in a veil of moisture. In addition, "Fish Collagen※2" and "Amino Acid Conditioning Ingredients※3" provide hair with its original suppleness and flexibility, while "Cationized Lanolin Fatty Acid※4" containing 18-MEA (18-methyl eicosanoic acid) repairs damage and prevents static electricity. Furthermore, "Sunflower Seed Extract (moisturizing)" suppresses dryness and leads to shiny, manageable hair.

※1 Hydroxypropyltrimonium Hyaluronate ※2 Isostearoyl Hydrolyzed Collagen AMPD

※3 Alkyl (C12,14) Oxyhydroxypropyl Arginine HCl ※4 Quaternium-33 〈All repair ingredients〉

"TDS (Truck Delivery System)※" to reliably deliver beauty ingredients

※Truck Delivery System: The concept of delivering repair ingredients into the hair.

Treatment Booster 2 contains lauramine oxide (penetrating action) to improve treatment effects. It delivers numerous conditioning ingredients deep into the hair, like a truck carrying cargo. By ensuring the repair ingredients work effectively, it provides flexibility to the hair, prevents static electricity, and locks in moisture.

Eliminates stiffness after shampooing for smooth, silky hair

Hair tends to increase its negative ions as it becomes damaged, attracting and adsorbing metal ions (such as calcium) from tap water, which are positive ions. This is said to be the cause of hair becoming stiff and losing its smoothness after shampooing. Glycolic acid※ contained in Treatment Booster 2 gently removes adsorbed calcium. It eliminates stiffness and creates a smooth, sleek texture.

※pH adjusting ingredient

Suppresses dryness and provides fluffy volume!

Loss of hair firmness, elasticity, and shine, which tend to occur with damage and aging. Conditioning ingredients such as hemin, "Ceracuté®-V ※1", and "Lipidure®NA※2" contained in Treatment Booster 2 intensively repair and moisturize such damaged hair. As a result, lost firmness, elasticity, and natural shine are restored, leading to healthy hair that stands up fluffily from the roots.

※1 (Glyceryl Methacrylate/Stearyl Methacrylate) Copolymer, Cocoyl Arginine Ethyl PCA

※2 Polyquaternium-61, Cocoyl Arginine Ethyl PCA 〈All repair ingredients〉

New Concept! A New Approach Used Between Shampoo and Conditioner

For highly damaged hair that is not satisfied with regular conditioners. Simply add this product between shampoo and conditioner to deliver repair ingredients to the core of the hair and lock in moisture and shine. This one-step care, which delivers a surprisingly noticeable difference, leads to moist, smooth hair like after a salon visit.

About Of cosmetics (オブ・コスメティックス)

Based on the concept of "washing hair with hair ingredients," Of cosmetics develops products that fuse advanced technology with the wisdom of nature, such as being one of the first to incorporate "Lipidure," used in skincare and cosmetics, into hair care items. While incorporating feedback and requests from individual customers on-site daily, it is a total beauty brand that develops products for highly damaged and highly delicate hair and skin, based on naturally derived ingredients, with the knowledge and sensibility unique to hair and skin experts.

HP & ONLINE STORE : http://www.ofcosmetics.co.jp

INSTAGRAM : https://www.instagram.com/ofcosmetics_official/

TWITTER : https://twitter.com/OfcosmeticsShop

【SHOP LIST】 Department stores nationwide, variety shops, etc.

Of Cosmetix Isetan Shinjuku Store 3-14-1 Shinjuku, Shinjuku-ku, Tokyo B2F Beauty Apothecary, Main Building TEL 03-3352-1111 (General Inquiries)

Of Cosmetix Matsuya Ginza Store 3-6-1 Ginza, Chuo-ku, Tokyo 1F Ginza Beauty TEL 03-3567-1211 (General Inquiries)

Of Cosmetix Sogo Yokohama Store 2-18-1 Takashima, Nishi-ku, Yokohama, Kanagawa Prefecture 1F Cosmetics Floor TEL 045-465-5197 (Direct)

Of Cosmetix JR Nagoya Takashimaya Shop 1-1-4 Meieki, Nakamura-ku, Nagoya, Aichi Prefecture 9F TEL 052-566-0017

Of Cosmetix Daimaru Kyoto Store Shop 79-4F Shijo-dori Takakura Nishi-iru Tachiuri Nishimachi, Shimogyo-ku, Kyoto 4F TEL 075-211-8111 (General Inquiries)

Of Cosmetix Keihan Department Store Moriguchi Store 8-3 Kawahara-cho, Moriguchi, Osaka Prefecture Keihan Department Store Moriguchi Store 2F Cosmetics TEL: 06-6991-8817 (Direct)

Of Cosmetix Hiroshima Mitsukoshi Store 5-1 Ebisu-cho, Naka-ku, Hiroshima, Hiroshima Prefecture 1F Cosmetics TEL 082-242-3111 (General Inquiries)

Of Cosmetix Fukuoka Iwataya Store 2-5-35 Tenjin, Chuo-ku, Fukuoka, Fukuoka Prefecture New Building B2F Lifestyle Beauty TEL 092-713-2221 (Direct)

Of Cosmetix Fukuoka Mitsukoshi Store 2-1-1 Tenjin, Chuo-ku, Fukuoka, Fukuoka Prefecture 1F Cosmetics Counter TEL 092-753-9813 (Direct)

Of Cosmetix Centerrace Tenmonkan Store 1-1 Senri-cho, Kagoshima, Kagoshima Prefecture Centerrace Tenmonkan 1F TEL 099-295-0658 (Direct)

Of Cosmetix Ginza Showroom 6-3-2 Ginza, Chuo-ku, Tokyo Gallery Center Building 3F TEL 03-6274-6621 (Direct)

Of Cosmetix Omotesando Showroom 4-2-15 Jingumae, Shibuya-ku, Tokyo TEL 03-5771-8835

Grand Club of Hair Cosmetics Shop

1-1-1 Uchisaiwai-cho, Chiyoda-ku Imperial Hotel Main Building B1

TEL 03-6550-8820

Yahoo! Store https://store.shopping.yahoo.co.jp/ofcosmeticsshop/ Rakuten Store https://www.rakuten.co.jp/ofcosmetics/ Amazon Store https://www.amazon.co.jp/stores/Ofcosmetics/page/070ADBBE-5C7A-4FFA-8FAF-9B9629AC45C6?ref_=ast_bln

ZOZOCOSME Store

https://zozo.jp/shop/ofcosmetics/

Company Overview 【 Of cosmetics 】 Established: June 12, 2000 (Of Cosmetix Inc.) President: Osamu Furikuri Head Office Location: 6-3-2 Ginza, Chuo-ku, Tokyo Gallery Center Building 3F HP: http://www.ofcosmetics.co.jp