Not for 'Selling,' but for 'Trust.' A 50-year history of beauty salons challenges the future of hair care.

TKS Co., Ltd., which operates beauty salon brands such as 'Silkhouse' and 'Cloude MONET,' is celebrating its 50th anniversary. To mark this milestone, the company has declared a dream: to realize a society where truly good products are chosen correctly, through private brand products that consolidate 50 years of expertise from the salon floor. For 50 years, we have been close to our customers' hair and lives, witnessing changes caused by seasons, aging, and daily life. We know better than anyone that everything manifests in the hair. However, we face a reality where truly good products are buried in flashy advertising and intense price competition, and many people choose products without much thought. We have felt a strong sense of discomfort with the structure of 'sales quotas' and 'pushy retail' that remains deep in the beauty industry. We decided to create our own brand with the single-minded determination to 'deliver what is truly necessary to those who truly need it, with sincerity.' This is a challenge to restore the ideal form of a beauty salon: one where staff are not chased by quotas and customers are not forced to buy, but rather chosen through trust. In June 2025, we announced our private brand as the culmination of our 50-year history. We prioritized sincerity in development, avoiding profit-driven ingredient formulations or excessive packaging. We selected only ingredients that our stylists would genuinely recommend to their own families. Our products, such as 'Silkhouse' and 'MONET GRANDEUR,' are designed to focus on essential care. Moving forward, we will continue to value both 'products' and 'people,' aiming to be a salon that is chosen for the sake of 'continuing to be trusted' rather than just 'for selling.'