Kose Cosmeport’s Bioliss launching jelly-like hair oil amid increasing demand for multifunctional leave-in products

Bioliss is a hair care brand under KOSÉ Group-owned Kose Cosmeport that focuses on natural, plant-derived ingredients.

Its latest hair oil product, named Polish Oil, aims to address the rising demand for “out-bath treatment” (leave-in or non-rinse) products in Japan.

“The out-bath market is​ growing by approximately 114% compared to fiscal 2022. In particular, hair oils are being used not only as a treatment, but also as a means of preventing damage. ​

“They are being used in a variety of ways, such as before styling with a straightener or curling iron, and to add shine after styling. Recently, hair oils with a glossy finish, high shine, and styling power have become a hot topic on social media,” ​the brand said.

In response, Bioliss’ out-bath series underwent a revamp in August 2023 to incorporate both hair care and styling functions.

The latest addition to this range, Polish Oil features a thick jelly-like texture that adheres firmly to the hair, creating a wet-like shine. When heat is applied, the oil melts and hardens, which helps keep the hairstyle in place.

“With just one product, the hair can give off luscious shine and retain its style for a long time. Through this new launch, Bioliss hopes to boost customer satisfaction, attract a larger pool of loyal users, and strengthen our presence in the market.”​

Polish Oil contains twice the amount of “saji oil” (Hippophae rhamnoides or sea buckthorn), a common ingredient in Bioliss’ out-bath series, as well as a combination of organic oils (Argania spinosa kernel oil, olive fruit oil, safflower oil) and rice bran oil.

These ingredients are said to work together to provide rich moisture to the hair.

In addition, natural fragrances are added to the formulation to exude a refreshing bergamot and rose scent.

The product will be available at drugstores and mass market retailers across Japan from March 1.

Bangs care​

At the same time, Bioliss has also expanded its line-up of styling products with an upcoming release of Bangs Repair Powder on March 21.

Targeted at hair bangs or fringe, the product seeks to resolve issues caused by sweat and humidity.

“Rising temperatures have resulted in an increasing need to take care of sticky bangs, and a growing number of people using powder-type hair products. ​

“Bangs Repair Powder contains sebum-absorbing cornstarch, and silica and trimethylsiloxysilicate.​ With a simple stroke from the hairline to the ends, greasy bangs can be instantly relieved. It absorbs sweat and moisture without leaving a white cast, maintaining a soft and fluffy feel for a long time.” ​

The powder’s additives-free, skin care formula allows it to be used on the face as well. Furthermore, its compact size makes it convenient to carry around.

Since its debut in 2018, Bioliss has garnered attention for its easy-to-use products containing botanical ingredients that produce salon-like effects.

According to the brand’s data, its cumulative sales as of February 1, 2024, have exceeded 80m units.