New Haircare Brand 'NADE' Launches with High-Damage Repair Line 'KERAT:IN2'

FAVE. Inc. (Headquarters: Minato-ku, Tokyo; Representative: Morio Ueda) will launch its new haircare brand 'NADE' and its high-damage repair line 'KERAT:IN2' on June 11, 2026. The products are designed to focus on a texture that makes one 'want to touch' their hair.

The products will be available at hair salons and various e-commerce platforms including Amazon.

[Background: 'Experience Value' in an Era of Damage] In recent years, the freedom to enjoy one's own hairstyle has spread, leading to wider adoption of high-tone and design colors across various age groups. However, damage from repeated bleaching, heat styling, and UV rays has become increasingly severe. In haircare, there is a growing demand for 'experience value'—such as the texture and comfort felt when touching hair—rather than just the traditional visual finish of 'shine' or 'manageability.'

Under the concept 'The answer beyond appearance: hair you can't help but want to touch,' NADE proposes a new haircare experience focused on the sense of touch.

[KERAT:IN2: Don't Give Up on High-Damage Hair] KERAT:IN2 features a unique formula combining keratin, which makes up over 80% of hair, and the repair agent hematin. By combining both low-molecular and high-molecular keratin, the line repairs internal hollows, restores firmness, and repairs the cuticle.

[3-Step 'Structural Repair Process'] 1. Internal Repair: Wash with keratin PPT shampoo. 2. Surface Repair: Mix hematin serum into the treatment. 3. Protective Barrier: Seal in the repairs.

[Product Information] KERAT:IN2 THE SERUM SHAMPOO: 380mL / 3,500 JPY (tax included)