Ash Hair Salons Expand 'Natural Hair Straightening' to Move Away from Unnaturally Stiff Styles

Ash, a Japanese hair salon chain, is revolutionizing hair straightening with its 'Natural Hair Straightening' service. Unlike traditional methods that create unnaturally stiff hair, this technique maintains natural flow and volume. In 2025, Ash performed over 92,600 procedures, peaking at over 10,000 monthly cases during the May-June rainy season. The service is also gaining traction among men, with male clients increasing by 1,800 in 2024, showing that natural hair care is becoming a gender-neutral trend for both daily maintenance and professional styling.