Haruna Ogata Appointed as Brand Image Model for 'tot/now' – New Sauna Hat Color and Hair Bath Towel mini Launched by Hair and Skin Care Brand Created by Stylists

tot/now – A Self-Care Brand Created by Hairstylists to Protect Hair and Skin

The self-care brand 'tot/now (Totto Now)', developed by professional hairstylists, has appointed Haruna Ogata as its brand image model starting June 2026.

To further communicate the brand's core concept of 'self-care that protects hair and skin from heat, dryness, and friction' to a wider audience, visual campaigns and promotional activities featuring Haruna Ogata will be rolled out progressively.

Additionally, the brand is launching a new color variant of its signature Sauna Hat – 'Black × Black' – along with a new product, the 'Hair Bath Towel mini'.

Damage to Hair and Skin – Insights Only Hairstylists Could Recognize

In salons, hairstylists touch countless clients' hair every day.

Through this experience, we've realized that hair damage isn't caused solely by coloring or perming, but also accumulates from daily exposure to 'heat,' 'dryness,' and 'friction' in everyday life.

High-temperature environments in saunas, heat from hair dryers, and friction during towel drying –

These seemingly harmless daily habits inspired the creation of 'tot/now'.

The brand embodies the philosophy of nurturing future beauty through consistent 'present-day' care.

Message from Haruna Ogata

Since I've been using these products daily, I'm truly delighted to be involved in this way.

They're not only functional but also stylish in design, making sauna time more comfortable and enjoyable. I highly recommend them!

The more you use them, the more you'll appreciate their quality, so I hope many people can experience this soft, pleasant texture.

<Haruna Ogata>

Born: February 15, 1999

Hometown: Osaka

Hobbies: Sauna hopping, video editing, gourmet food and drinks

Former 12th generation member of Morning Musume

New Product ①: The Popular Sauna Hat Gets a Long-Awaited New Color – 'Black × Black'

The tot/now Sauna Hat, which has surpassed 30,000 units in cumulative sales※, now adds a new 'Black × Black' color option.

The monochrome black design is simple and versatile, suitable for all genders and occasions. It blends seamlessly not only into sauna facilities but also into daily self-care routines.

It protects hair and scalp from heat damage and dryness caused by high temperatures, enhancing sauna comfort.

※Based on internal research

Price: ¥2,200 (tax included)

New Product ②: The 'Hair Bath Towel mini' – A Time-Saving Towel That Stays Put and Doesn't Slip Off!

After daily bathing, many people face common issues during towel drying:

<Common Towel Drying Problems>

☑ Hair takes too long to dry

☑ Towel keeps slipping off

☑ Hair and skin get rubbed harshly

The 'Hair Bath Towel mini' was developed from a hairstylist's unique perspective, addressing these issues by minimizing hair damage while ensuring comfort and ease of use.

tot/now Hair Bath Towel mini – Crafted by Hairstylists

Thanks to a unique elastic structure, the towel stays securely in place and can be easily and firmly wrapped by anyone.

Moreover, the quick-drying, highly absorbent microfiber material rapidly absorbs moisture from hair.

It reduces friction during towel drying while significantly shortening blow-drying time.

Adopting a 45cm × 100cm size refined through repeated testing by hairstylists, it's lightweight on the head and conveniently sized for full-body use – the 'perfect' size.

Price: ¥1,408 (tax included)

Brand Message

tot/now has been bringing to life self-care solutions only hairstylists could propose, driven by the belief in 'caring today to nurture hair and skin'.

Moving forward, we will continue to focus on often-overlooked daily damages like 'heat, dryness, and friction', delivering products that truly care for each individual's hair and skin.

Official Website: https://tot-now.com/

Instagram: https://www.instagram.com/totnow_official/

BLISS Co., Ltd.

Representative: Takumi Endo, CEO

Address: 11F, EHH Otemae Building, 2-3-1 Uchideawajimachi, Chuo-ku, Osaka City, Osaka Prefecture

Business: Planning and sales of beauty-related products, including cosmetics, hair care, and beauty appliances

Official Website: https://bliss-beaute.com/