Kao Corporation debuts H-Linx TECH in redefined Liese hair colour series

JAPAN – Kao Corporation has unveiled a redefined Liese hair colour series that debuts its newly developed H-Linx TECH, positioning the brand to become Asia’s leading fashion hair colour while transforming the at-home colouring experience into a full colour-plus-repair regimen.

Kao frames the revamped Liese series as a strategic pillar in its Asian Hair Care business, aiming to accelerate growth by making Liese the No. 1 fashion hair colour brand in the region. 

The enhanced lineup, which now integrates H-Linx TECH within associated care items, will roll out sequentially from August 2026 across seven markets: Hong Kong, Thailand, Taiwan, Malaysia, China, Japan and Singapore. 

This initiative builds on a broader Hair Care growth strategy announced in 2024, under which Kao committed to concentrating investment on hair colour and premium in-bath care brands to drive global expansion.

Commenting on the scientific underpinning of the launch, Shinichi Tokunaga, Vice President, Hair Beauty Products Research, emphasized that the new findings on black hair damage mechanisms open up fresh avenues for Kao’s hair care innovation. 

He stated, “Through our research on black hair, which is common throughout Asia, we were able to gain a deeper understanding of the mechanisms behind the damage that occurs after hair colouring.”

“Drawing on these insights, we will develop new value propositions for hair colouring products that enable users to enjoy different hair colours while also protecting the beauty of their hair.” 

Kao’s announcement is anchored in new research from its Hair Beauty division showing that hair damage does not end once the colourant is rinsed off, but continues to progress internally for seven days after colouring, particularly in melanin-rich black hair that is prevalent across Asia. 

The company reports it has confirmed that structural damage within the hair fibre keeps advancing during this week-long window and has identified melanin as a contributing factor in this phenomenon.

These findings highlight a gap in conventional hair colour care, which has typically focused on damage during application rather than the days that follow.

In response to these insights, Kao has developed H-Linx TECH, a new “colour-plus-care” technology that specifically targets progressive internal damage caused by hair colouring. 

Incorporated into Liese hair care items such as treatments, shampoos and conditioners, H-Linx TECH is designed to help repair damage caused by colouring, prevent split ends, breakage and frizz, and enhance the visual beauty of the hair colour. 

Used together with Liese colour products, including Jelly to Bubble Colour, Colour Protect Series, Tint Colour Gel, and Creamy Bubble Colour, the care range extends the experience beyond colour application to active post-colour-damage care in the following days.

Kao positions this integrated regimen as enabling consumers to enjoy a wide choice of shades while minimizing damage and preserving hair quality.

According to Kao, at-home hair colouring has become an increasingly popular form of self-expression in Asia, with the regional at-home market (including Japan) expanding to 114% of its 2019 size, based on Euromonitor International data. 

As hair colour use becomes more frequent and everyday, the company sees rising consumer concern about dryness, hair feel and cumulative damage, alongside expectations for consistent results and lasting colour. 

Under the core message “Let your colour flourish,” Liese is being positioned to help consumers with black hair—described as the dominant hair colour across Asia—achieve their ideal shades “without stress,” through a proposition that marries fashion-forward colour with targeted post-colour repair.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.