New Hair Quality Care Straight Menu Item Debuts! Takara Belmont Launches Gentle Yet Powerful 'HITA AP Straight Alkali Cosme 1'

Takara Belmont Corporation has announced the launch of 'HITA AP Straight Alkali Cosme 1', a new cosmetic-grade straight perm solution from its salon-exclusive brand LebeL, scheduled for release on July 9, 2026. Part of the HITA series designed to combat frizzy hair, this new product combines high straightening power with a gentle formula, reducing treatment risks and enabling standardized techniques for hair designers. Featuring a unique alkali formulation without monoethanolamine, it smoothly straightens hair from the roots while maintaining a soft, glossy finish.