Kao Corporation's high-premium hair care brand "melt" is launching its first-ever bath additives, "melt Tsuru-hada Peeling Bath" and "melt Fuwa-hada Charge Bath" (pre-sale begins August 22 at select stores and online retailers). By using these two types of bath additives in sequence, melt proposes a "melting carbonated milk bath" experience that combines exfoliation and moisturizing care.
Launch Background
"melt" was launched in Spring 2024 with the brand concept of "restorative beauty" – becoming beautiful while resting. It caters to the desire of consumers to enjoy beauty time while taking care of themselves amidst their busy daily lives, proposing hair care experiences that appeal to various senses such as sound, foam, texture, and scent. The brand has continued to grow by expanding its lineup to address hair concerns, including the Moist series for "dry, frizzy hair," the Smooth series for "frizzy hair," and the Deep series for "hair with accumulated damage*1." Since its launch, melt has received strong support from many customers, including winning 113*2 beauty awards such as the "@cosme Best Cosmetics Awards 2024 @cosme SHOPPING Best Hit Award New Brand Award," and surpassing 10 million cumulative units shipped*3.
In recent years, consumers have increasingly sought bath additives not only for moisturizing but also for effects that provide a "luxurious feeling" and lead to "beautiful skin" (Kao survey, 2024). More and more consumers are looking for time to rest both mentally and physically through bathing.
Therefore, "melt" is launching "melt Tsuru-hada Peeling Bath" and "melt Fuwa-hada Charge Bath" as bath additives that propose a "restorative beauty bath." As a reward for a hard day, a two-step bathing routine combining these two products offers a new bathing experience: a "melting carbonated milk bath" that balances exfoliation and moisturizing care.
Going forward, "melt" will continue to expand its lineup and touchpoints, extending the value proposition of "restorative beauty" – becoming beautiful while resting – not only to hair care but also to bath time.
*1 Due to repeated coloring and heat styling
*2 Each product received awards, totaling 113 awards for the series (within publications released from May 20, 2024, to July 6, 2026)
*3 Total quantity of melt main and refill products shipped from February 2024 to June 16, 2026. Survey by Kao.
Product Features
The "melting carbonated milk bath" is a bathing experience that achieves both exfoliation and moisturizing care through a two-step process using the two bath additives: "melt Tsuru-hada Peeling Bath" and "melt Fuwa-hada Charge Bath."
As the two bath additives dissolve, the water turns milky pink. The scent blends a gentle geranium with a deep woody note, further enhanced by the exquisite sweetness of neroli and balsamic notes, creating a fragrance that evokes deep relaxation.
We propose a "restorative beauty bath" that invites you to a melting moment while enjoying the changing scent and water color during your bath.
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"Tsuru-hada Peeling Bath" is a powder-type bath additive containing carbonated exfoliating ingredients*4 and smooth skin moisturizing ingredients (water-soluble collagen, beauty care ingredients*5). Simply by soaking, it exfoliates the entire body, including hard-to-reach areas like the back, leading to smooth skin. The "Wood & Geranium Scent" and the gentle powdery pink water color create a relaxing bathing experience that soothes the mind.
"Fuwa-hada Charge Bath" is a milk-type bath additive containing approximately 77% skin-beautifying and moisturizing ingredients (niacinamide, ceramide α*6, amino acids*7, rich care ingredients*8). This serum-like milk provides rich, melting moisture, leading to soft, fluffy skin. The "Neroli & Geranium Scent," which invites deep breaths, and the creamy white water color create a luxurious relaxing time.
*4 Makes old keratin easier to remove and smooths the skin (Sodium Bicarbonate, Sodium Carbonate)
*5 Caprylic/Capric Triglyceride, Rosa Canina Fruit Extract, Coix Lacryma-Jobi Ma-yuen Seed Extract, Oryza Sativa (Rice) Germ Oil, Avena Sativa (Oat) Kernel Extract
*6 Bis-methoxypypropylamido Isodocosane
*7 Glycine
*8 Mineral Oil, Caprylic/Capric Triglyceride, Isopropyl Myristate, Octyldodecanol, Isostearic Acid, Stearyl Alcohol, Cetanol, Glycerin, DPG, Argania Spinosa Kernel Oil
Product Outline
Product Name
melt Tsuru-hada Peeling Bath [Powder Type]
Contents
40g (1 use) x 5 sachets
Product Features
Gently exfoliates the entire body, including hard-to-reach areas like the back, for smooth skin.
○ Contains carbonated exfoliating ingredients*4
○ Contains smooth skin moisturizing ingredients: Water-soluble collagen, beauty care ingredients*5
◇ Mindful aroma that makes you forget time: Wood & Geranium Scent
A blend of natural essential oils in the fragrance
◇ Powdery pink water color (cloudy type)
*4 Makes old keratin easier to remove and smooths the skin (Sodium Bicarbonate, Sodium Carbonate)
*5 Caprylic/Capric Triglyceride, Rosa Canina Fruit Extract, Coix Lacryma-Jobi Ma-yuen Seed Extract, Oryza Sativa (Rice) Germ Oil, Avena Sativa (Oat) Kernel Extract
Product Name
melt Fuwa-hada Charge Bath [Milk Type]
Contents
300ml (approx. 10 uses)
Product Features
Rich, melting moisture with serum-like milk for soft, fluffy skin.
○ Contains approx. 77% skin-beautifying and moisturizing ingredients
Niacinamide, Ceramide α*6, Amino Acids*7, Rich care ingredients*8
◇ Mindful aroma that makes you forget time: Neroli & Geranium Scent
A blend of natural essential oils in the fragrance
◇ Creamy white water color (cloudy type)
*6 Bis-methoxypypropylamido Isodocosane
*7 Glycine
*8 Mineral Oil, Caprylic/Capric Triglyceride, Isopropyl Myristate, Octyldodecanol, Isostearic Acid, Stearyl Alcohol, Cetanol, Glycerin, DPG, Argania Spinosa Kernel Oil
* Manufacturer's suggested retail price is not set.
<Recommended 2-step routine for a hard day>
STEP 1. Add "Tsuru-hada Peeling Bath" to your bathwater, stir well until dissolved, and then soak for a long, relaxing time.
STEP 2. Next, add "Fuwa-hada Charge Bath" and bathe while stirring.
We recommend gently massaging your skin as you bathe.
Release Date / Retailers
September 12, 2026 / Nationwide at Matsumoto Kiyoshi Group, Cocokara Fine Group stores, and the Matsukiyo Kokokara online store.
* Pre-sale begins after August 22 at all Loft stores and Loft online store, Kao official online shop (My Kao Mall), and Kao Hair Care official online shop (Rakuten, Qoo10).
* Availability may vary by store.
"melt" Bath Additive Brand Movie
Title: Kao melt Become Beautiful While Resting: New Restorative Beauty Bath Full Commercial Video
URL: http://youtube.com/watch?v=lSVvMH5ql_0
Title: Kao melt Become Beautiful While Resting: New Restorative Beauty Bath 15s (Empathy) Commercial Video
URL: http://youtube.com/watch?v=B84Wv1dZwH4
Title: Kao melt Become Beautiful While Resting: New Restorative Beauty Bath 15s (Sizzle) Commercial Video
URL: http://youtube.com/watch?v=mmCQhpC710o
Title: Kao melt Become Beautiful While Resting: New Restorative Beauty Bath 15s (Buzz) Commercial Video
URL: http://youtube.com/watch?v=ZV9nt3VSYu0
About "melt"
"melt" was launched in Spring 2024 with the brand concept of "restorative beauty" – becoming beautiful while resting. We have proposed transforming hair care time into "time to cherish yourself" by appealing to various senses through sound, foam, texture, and scent. We will continue to offer special opportunities to deliver the value of "restorative beauty" – becoming beautiful while resting – to more customers.
Official Brand Site
Brand Site
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TikTok
Related Information
Transformation of Hair Care Business Begins: First Product "melt" Launched
"melt" Launches New Series for Frizzy Hair
"melt" Launches "Melting Beauty Infusion Oil" That Doesn't Feel Greasy Immediately After Application
"melt" Freshly Improves its Raw Carbonated Powder: 200% More Lasting Fluffy Foam! Cleanses Hair That Feels Stiff from Accumulated Dirt
"melt" Expands Series: Launches "Deep Series" for Hair with Accumulated Damage*1
FACT BOX
- Source: PR TIMES
- Category: New Product
- Organizations: My Kao Mall / Qoo10