Aim of development

In this full renewal, we have developed products that consider not only usability but also health, environment, society, and animals under the concept of "clean beauty" in order to contribute to the creation of a sustainable society. Regarding the ingredients, we actively adopt raw materials that utilize discarded products and by-products, sustainable production methods, and low-energy manufacturing processes. The container uses environment-friendly materials such as biomass PET and recycled PET with the aim of reducing plastics and CO2 emissions. Considering that simple and sustainable is a new luxury concept, we have eliminated extra decoration at the packaging and pursued a minimal and intuitive design.

And this time, we are focusing on "clean beauty" but also good usability, pursuing "clean wash and smooth finger passage" which has been a reputation since its birth in 1996, and we have achieved more satisfied usability and finish than conventional products.

Product name / volume / price

product name	volume
Clay Esthe Priming Shampoo Pink Clay [Salon Exclusive]	400mL / 800mL [Refill]
Clay Esthe Forifying Hair Mask Pink Clay [Salon Exclusive]	400mL / 800mL [Refill]
Clay Este Sachet Pink Clay [Salon Exclusive]	10mL/10mL
Clay Esthe Priming Shampoo Gold Clay [Salon Exclusive]	400mL / 800mL [Refill]
Clay Este Forifying Hair Mask Gold Clay [Salon Exclusive]	400mL / 800mL [Refill]
Clay Este Sachet Gold Clay [Salon Exclusive]	10mL/10mL

Definition of "clean beauty" of CLAY ESTHE

Use ingredients considering the burden on the skin and body, and actively use ingredients and containers considering the global environment and animals.

◇ Patch test and stinging test completed
◇ Paraben, synthetic color-free　
◇ Use a biodegradable surfactant that returns to nature as much as possible. The acid Na is mainly used. In addition, its well clean wash formulation take the amount of water use when rinsing into consideration.
◇ Regeneration of the clay collection area as a green space or a lake
By protecting the organic upper layer and returning after mining, we protect and regenerate the land.
◇Use raw materials that actively and effectively utilize waste and by-products Applicable raw materials: Molasses / lees / sugar squalane
◇ CO2 emission reduction & forest protection package by adopting biomass PET and recycled PET

 

 

Brand features

1. Prepare the scalp environment with natural clay

Natural clay contains rich natural minerals which has a negative charge and porous and layered structure that has the advantage of easily adsorbing positive charged stains. By blending this natural clay, it adsorbs and removes dirt from the scalp, cleans the pores, and prepares a healthy scalp and light, smooth hair. The renewed CLAY ESTHE uses a new clay called kaolinite from Brazil, which is hard to absorb water and hardly take away water from the skin and hair.

2. The best “clean wash and smooth finger passage” in the history of the brand

"CLAY ESTHE" has been renewed since its birth, and has pursued the well-established "clean and smooth finger passage". In this renewal, we have improved the formulation of the ingredients in addition to the feature ingredient natural clay focusing on cleaning, moisturizing, and repairing ingredients. This new formulation improves the feeling of use when washing hair, such as foaming shampoo and reducing squeaks during rinsing, and smoothing finish. We have achieved the best usability in the history of the brand, which leads to smooth and silky hair regardless of any hair type.

4.Two fragrances

Product features / credit

Pink Clay: Sweet and fresh sabon scent

Clay Esthe Priming Shampoo Pink Clay [Salon Exclusive] 400mL 2,860 Yen / 800mL [Refill] 4,620 Yen

Clay Esthe Forifying Hair Mask Pink Clay [Salon Exclusive] 400mL 2,860 Yen / 800mL [Refill] 4,620 Yen

Clay Este Sachet Pink Clay [Salon Exclusive] 10mL / 10mL

Natural clay from Brazil, which has rich minerals, adsorbs and removes dirt from the scalp, leading to healthy scalp skin. The booster component * removes metal ions contained in tap water, which causes hair to become stiff, and prepares the surface of the hair. You can achieve smooth and sliky hair with "clean wash and smooth finger passage".
Features Ingredients:

Shampoo [Natural Pink Clay (Kaolin: Clean) / Soapnut Extract (Sapindus Trihoriatus Fruit Extract: Clean) / Lees (Lees Extract: Moisturizing) / Molasses (Toumitsu: Moisturizing)]

Hair Mask [Natural Pink Clay (Kaolin: Clean) / Sugar Squalene (Squalene: Moisturizing) / Adsorbent Hyaluronic Acid (Hyaluronic Acid Hydroxypropyltrimonium: Repair)]

Gold Clay: A refreshing scent of hiba that makes you take a deep breath　

Clay Esthe Priming Shampoo Gold Clay [Salon Exclusive] 400mL / 800mL [Refill]

Clay Esthe Forifying Hair Mask Gold Clay [Salon Exclusive] 400mL / 800mL [Refill]

Clay Este Sachet Gold Clay [Salon Exclusive] 10mL / 10mL

Natural clay from Brazil, which has rich minerals, adsorbs and removes dirt from the scalp, leading to healthy scalp skin. The booster component * removes metal ions contained in tap water, which causes hair to become stiff, and prepares the surface of the hair. You can achieve smooth and sliky hair with "clean wash and smooth finger passage".

Features Ingredients:

Shampoo [Natural Gold Clay (Kaolin: Clean) / Soapnut Extract (Sapindus Trifoliatus Fruit Extract: Clean) / Lees (Lees Extract: Moisturizing) / Molasses (Toumitsu: Moisturizing)]

Hair Mask [Natural Gold Clay (Kaolin: Clean) / Sugar Squalene (Squalene: Moisturizing) / Adsorbent Hyaluronic Acid (Hyaluronic Acid Hydroxypropyltrimonium: Repair)]

 

* Ethylenediamine disuccinic acid 3Na (clean)

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