Camouflaging greys: KIWABI revamps dual-function product, obtains vegan, halal certs to expand consumer base

Part of the brand’s ROOT VANISH range, the product claims to cover grey hair while nourishing it, with the revamped version being gentler on the skin and more user-friendly.

Based on customer feedback, KIWABI conducted multiple trial and error testings before finalising the ingredients in the reformulation.

“We aim to expand globally by obtaining vegan and halal certification so that a diverse range of consumers can choose our product with peace of mind. The hair colour treatment contains 29 plant extracts, four types of natural and essential oils, and is formulated without any additives to prevent hair damage and cater to those with sensitive skin. ​

“Additionally, the packaging has been redesigned to be more intuitive. The diameter of the nozzle, from which the colour treatment comes out, has been increased from 5mm to 8mm, allowing the user to dispense a larger amount. The hinge design also makes it easier to use,” ​the brand said.

Outside of Japan, KIWABI is distributed by retail partners across the globe, including Hong Kong, France, Germany, Norway, Spain, Sweden, Mexico, UK, and US.

The product is said to hydrate and treat the scalp and hair, and at the same time, coat each hair strand with a layer of colour to cover grey hair while sealing open hair cuticles.

There are three shades available, namely black, dark brown and light brown, which are buildable to the user’s coveted level of coverage.

“Because of our unique formula, the colour blends in naturally regardless of the amount of grey hair. Spot colouring in specific areas, such as roots, is also possible.​

“The colour lasts about 1.5 to two weeks, but the product can be used as frequently as desired to maintain a vibrant finish without drying out the hair or scalp. It does not have the pungent smell that is typical of hair dyes, with the scent coming from the lavender extract used in the formulation.” ​

As the product does not contain tar-based pigments or diamine-based formulas, it is mess-free and easy to remove from the skin and bathroom.

It was launched in Japan on July 1 via KIWABI’s official online store, and e-commerce platforms Amazon, Rakuten, and Yahoo! Shopping.

Manicure for the hair​

Apart from the colour treatment, KIWABI’s ROOT VANISH line-up comprises a shampoo, conditioner, and colour brush.

In particular, more than one million units of the colour brush have been sold in Japan alone.

The pump-brush applicator is touted to enable effortless blending at targeted areas, while the gel-based formula dries quickly for swift coverage of stray grey hairs in the morning or convenient touch-ups on the go.

It can also be used for beards, moustaches, and side burns, which addresses the needs of male consumers.

“As facial hair is generally thicker and ​coarser than hair on the scalp, the brush applicator is helpful to ensure proper coverage. However, it is not recommended to be used on eyebrows or areas near the eye. Due to the layerable formula, a second coat can be applied to achieve a darker shade or add depth to the overall look. ​

“Thanks to our ingredient technology and delivery system, the colour pigments attach on each hair cuticle’s surface and does not break into the cuticle.​ It is like a manicure for the hair and can be applied even if you have chemically relaxed or permed hair.”​

The product is best suited for application on clean and dry hair, although the brand claims that it would not affect regular hair routine and that other products, including leave-in hair conditioner, hair oil, dry shampoo, gel, and mousse, can still be used.

“Unlike hair colour sprays, whose colour tends to run easily when in contact with water, rain or sweat, our product does not get transferred onto fabrics nor stain the hands or nails, as it doesn’t smudge or flake away. If left unwashed, it can last until hair is washed in warm water with shampoo.”​

Each unit contains about 100 pumps, but as the user has control over the amount of coverage, the mileage would vary from person to person.