'For Trust, Not for Sales': A 50-Year Hair Salon Legacy's Challenge to Create a Future Where No One Gets Lost in Hair Care.

TKS Co., Ltd. (Headquarters: Minato-ku, Tokyo / CEO: Hiroko Tanaka), which operates beauty salon brands such as Silkhouse and Claude MONET, celebrates its 50th anniversary. To mark this milestone, the company declares its dream: the realization of a society where truly good things are correctly chosen, through private brand products that consolidate 50 years of expertise in beauty salons.

Reason for the Dream For 50 years, we have stood by our customers' hair and lives in our salons, touching their changes every day. We know better than anyone that the passing of seasons, the aging process, and daily life are all reflected in one's hair.

However, looking at society today, we face a reality where truly good products are buried in flashy advertisements and intense price competition, making it normal for many to choose products almost by accident. Furthermore, we have felt a strong sense of discomfort with the industry's deep-rooted structure of 'sales quotas' and 'pushy sales,' where technical skill and trust should be the foundation, but salons are turning into mere 'places to sell things.'

'We want to deliver what is truly needed, to those who truly need it, with sincerity.'

With this single-minded determination, we decided to create our own brand. This is not just a new product launch; it is a challenge to restore what a beauty salon should be—a place where staff are not chased by quotas and customers are not pressured to buy, meaning products are chosen based on trust without forced sales.

We believe this product, which shapes the knowledge and experience cultivated over our 50-year history into one answer, is the first step toward the 'future where no one has to worry' that we envision.

Efforts So Far Our journey began not with flashy advertising strategies, but by touching each customer's hair and listening to their concerns.

### 50 Years of Knowledge Driven by Fieldwork Half a century since our founding. We have examined the hair of more than 10,000 customers. Seasonal damage, texture changes due to age, and the earnest concern of 'not knowing what suits me.' We have accumulated this vast amount of data not as desk theory, but as the tactile sense in the palms of our stylists' hands.