Rohto Pharmaceutical introduces a new approach to the hair care market:
Addressing the root causes of hair concerns for healthy scalp and hair
: "Gyutto" (Gyutto) and "PRORY" (PRORY) are born!
~ Applying research techniques cultivated in Skincare Business to fully enter Hair Care Business ~
June 21, 2024
ROHTO Pharmaceutical Co., Ltd. (Head Office: Osaka City, President: Masashi Sugimoto) will apply its years of skincare research expertise and techniques to scalp and hair, and is making a full-scale entry into the Hair Care Business. To address hair concerns caused by damage that have been difficult to resolve until now, we are launching the hair care brands "Gyutto (Gyutto" and "PRORY" (PRORY), developed with a focus on scalp and hair structure. Based on evidence, we focus on effectiveness in manufacturing, addressing the root causes of hair concerns and aiming to achieve a healthy scalp and hair. "Gyutto," which helps manage frizzy, frizzy, and rough hair, will be released sequentially on the e-commerce site starting Monday, July 1, 2024, and will be available nationwide at drugstores, Rohto online shops, and other retailers starting Saturday, September 14, 2024. "PRORY," which addresses scalp thinness*1 and protein deficiencies inside the hair, will be available on e-commerce sites (Amazon, Rakuten) and Rohto online shopping starting Monday, September 2, 2024.
*1: Dry scalp condition
Background to our full-scale entry into Hair Care Business
Founded in 1899 with the gastrointestinal medicine "Ikatsu," our company focuses not only on over-the-counter (OTC) drugs but also on developing skincare products that prioritize quality, ingredients, and functionality, as expected from a pharmaceutical company. To date, we have offered specialized solutions for scalp diseases and serious scalp and hair problems through hair care products such as the "Medi Quick H" series, which addresses concerns such as dandruff and itching, and the "Rigro" series, a hair growth product containing the hair growth ingredient "minoxidil." Furthermore, the "50 Megumi" series has grown to become the No. 1 brand in the hair care category *2 not only in Japan but also in Hong Kong, by addressing the dry scalp and damaged hair problems of adults.
Furthermore, since 2013, we have been working on Regenerative medicine, applying the "sterility" technology cultivated in eye drop research and the "cell" handling technology obtained in skincare research. We are not only aiming for practical application in medical settings, but are also expanding the scope of product development by utilizing this knowledge in over-the-counter (OTC) medicines and skincare products.
Our definition of "hair care" is not merely superficial treatment, but a thorough investigation of hair from the root, addressing the underlying causes to achieve healthy and beautiful hair not only now but also in the future. The scalp supports the roots of the hair and is also where new hair is born. We believe that a healthy scalp, the foundation of hair, means that the hair that grows from it will also be healthy and vibrant, and therefore we have focused on the scalp and hair. Currently, we are conducting further research on the structure of the scalp and hair, including research on adipose stem cells in the scalp and detailed analysis of the inside of hair where frizz and volume occur, in collaboration with universities. Moving forward, we will continue to create products based on evidence and with a focus on effectiveness, offering new value in Hair Care Business that addresses the difficult-to-solve hair problems caused by damage that many people face.
*2: NielsenIQ MarketTrack Service data. Sales value of 50 Megumi in total HK under Shampoo, Hair Treatment & Hair Coloring categories in 2023 Jan-Dec.
Background of the release of "Gyutto" and "PRORY"
Our survey *3 revealed that 77% of women in their 30s to 50s feel their hair is becoming drier and less shiny as they get older, and 62% feel their hair is becoming more frizzy as they get older. On the other hand, 58% of respondents said they don't know what kind of hair care they need. To address hair concerns caused by age-related damage, such as dryness, lack of shine, and frizz, we will leverage our accumulated knowledge and technology to offer a new approach that targets the root cause.
*3: Conducted in 2023 / N=309 of those who purchased hair care products worth 1,000 yen or more at an online store or hair salon / Survey by Rohto Co., Ltd.
"Gyutto" and "PRORY" are equipped with our proprietary "Core Corset Technology" *4.
The frizz-correcting ingredient *5 targets the core of the hair, while the control coating ingredient *6 targets the surface of the hair. It improves the texture *8 of each strand of hair that has become frizzy due to damage *7.
*4: Contains wave-correcting ingredients (diammonium aminoethylthiosuccinate, lactic acid) and control coating ingredients (PVP)
*5: Diammonium aminoethylthiosuccinate, lactic acid (repairing ingredients)
*6: PVP (repair component)
*7: This refers to the disruption of the internal structure of the hair that maintains its shape due to damage from ultraviolet rays, dryness, etc.
*8: To give firmness and body to the hair
Product features
Gyutto
This texture-improving hair mask *8 cares for the frizz, flyaways, and coarseness of adult hair caused by damage. Featuring our uniquely developed "Core Corset Technology" *4, it penetrates from the surface to the core of the hair to repair damage and improve the texture of each individual strand *8. It leads to hair that is less prone to frizz and can be easily styled with your fingers.
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Formulated with build-up care ingredients, it helps hair become manageable with just your fingers.
Build-up refers to the accumulation of coating agents such as silicones found in shampoos and conditioners on the surface of the hair. When build-up occurs, it can cause stickiness, stiffness, loss of shine, and difficulty in managing hair. We have carefully selected silicones that are less likely to accumulate *9 and have added essential moisturizing ingredients to suppress the adhesion of excess silicone.
*9: (Hydrolyzed silk/PG-propylmethylsilanediol) crosspolymer
Gyutto Corset Hair Mask
- Treatment-type rinse-off hair mask
- A soothing green tea and yuzu scent that gently relaxes the mind.
Brand site
PRORY
This product comprehensively repairs hair problems caused by age-related damage such as dryness, lack of shine, frizz, and flyaways resulting from scalp thinning *1 and protein deficiency in the hair. It replenishes moisture from root to tip, leading to shiny, mature hair.
*10: Moisturizing the scalp. Repairing damage by providing moisture, firmness, and shine to the hair.
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Contains our proprietary "Stem Protein CP"
We focused on the fact that hair problems unique to adults, caused by damage, are partly due to "protein deficiency in the hair" and "thinning of the scalp *1". Inspired by the "proteins" that make up hair from the inside, our unique "Stem Protein CP" combines five types of protein-derived functional moisturizing ingredients in a unique ratio to moisturize the hair. It addresses all aspects *10, including dryness, frizz, flyaways, and scalp dryness.
Moist Repair Treatment Serum
- The series features a high concentration of the key ingredient, "Stem Protein CP."
- It penetrates both the scalp and hair, leaving hair smooth and manageable with 2-3 uses per week.
Moisture Repair Shampoo
- This protein shampoo washes your hair while preventing friction with its rich, voluminous lather.
- It penetrates deep into the hair shaft, removing dirt while preventing scalp dryness, leaving hair moisturized and smooth to the touch.
Moist Repair Treatment
- This protein treatment has a rich, dense texture that envelops each strand of hair, providing care for every single strand.
- It prevents protein loss from damaged hair, leaving it smooth, manageable, and with added body and resilience.
Brand site
Product overview
| Product name |
Gyutto Corset Hair Mask |
Gyutto Corset Hair Mask (Mini Size) |
| Product image |
 |
 |
| Sales name |
R Rohto Hair Mask a |
R Rohto Hair Mask a |
| classification |
cosmetics |
cosmetics |
| Contents |
200g |
30g |
| price |
Open price |
Open price |
| release date |
Pre-orders: Starting July 1st, 2024 (Monday), available sequentially on e-commerce sites (Amazon, Rakuten, LOHACO, @cosme SHOPPING), and August 30th (Friday) at Loft stores nationwide (excluding some stores).
General release: September 14, 2024 (Saturday) at drugstores nationwide, Rohto online store, etc. |
| Product name / Sales name |
PRORY Moist Repair Treatment Serum |
PRORY Moist Repair Shampoo |
PRORY Moist Repair Treatment |
| Product image |
 |
 |
 |
| classification |
cosmetics |
cosmetics |
cosmetics |
| Contents |
180ml |
450mL/400mL |
450g / 400g |
| Price (including tax) |
4,950 yen |
2,640 yen / 2,420 yen |
2,640 yen / 2,420 yen |
| release date |
September 2, 2024 (Monday) Available on e-commerce sites (Amazon, Rakuten) and Rohto online store. |
The developer's passion for hair care
Topical Drugs and Hair Care Products Development Department
Manager: Yuji Mochizuki
There's a reason why we're entering the massive hair care market now. Customers have various concerns about their scalp and hair, such as hair loss, graying, dandruff, itching, and hair aging (loss of shine, frizz, dryness), but the truth is, there's still a lot we don't understand about what's causing these problems and how. So, by applying the research we've cultivated in dermatology, we've discovered new mechanisms, started exploring new materials, and developed products that can deliver those effects. Our new proposals aim to provide a fundamental solution to satisfy customers who are particular about experiencing tangible results. Moving forward, we will continue to work closely with our customers, focusing on a fundamental approach to hair care research, and delivering the best possible products.
Sayo Kashiwagi, Department of Fundamental Technology Research
I am involved in fundamental research that involves formulating hypotheses based on the latest findings, elucidating mechanisms using cells and other methods, and searching for effective materials. While working with cells, my daily research can sometimes narrow my perspective, and I tend to forget about our customers. To prevent this, I always make sure to keep in mind what our customers truly want and return to that perspective. I strive every day in my research with the desire to create a world where people can be themselves, with "natural, healthy, and beautiful hair, no matter their age." In the future, I would like to work with colleagues inside and outside Rohto Pharmaceutical to realize research that will become a foundational technology in Rohto Pharmaceutical's hair care research, and create a new hair care market.