Founded in 2017 by Rosa Takagi, the Japanese brand first launched in the US and has since established itself as a scalp care specialist.
The brand leverages the benefits of plant stem cells through its proprietary PhytoCellTec technology to “address hair issues at the cellular level”.
All of the brand’s products contain ‘scalp-loving ingredients’ such as argan extract and bamboo extract.
The brand is launching in Singapore with three shampoo and conditioner ranges targeting damage, frizz, and a lack of volume.
It also debuted its best-selling 2-in-1 Scalp Scrub + Shampoo, which contain grape extract, hyaluronic acid, and platinum fibres.
The brand is being distributed in Singapore by Japanese personal care major Mandom, which has developed hair care stalwarts such as Gatsby and Lucido.
The team behind NatureLab Tokyo is no stranger to Singapore’s hair care market, having previously established its sister-brand Moist Diane in the market.
Zheng Jing Jing, brand executive of NatureLab Tokyo, Mandom, said that besides the interest in scalp care, hair care consumers are responding more to brands and products with ingredients-led stories.
“We wanted to bring in a brand that is more suited to the modern lifestyle. This means eco-friendly, sustainable products with a strong focus on the scalp.”
While there is a strong awareness and interest in scalp care products, Zheng observed that consumers in general have surface-level understanding at best.
“For instance, consumers might say they don’t want sulfates in their products, but they don’t know why they are avoiding sulfates,” she said.
Compared to skin care, Zheng said that consumers are still at the beginning of their hair and scalp care education.
“Scalp care is not like skin care which I think is more intuitive. At Mandom and at NatureLab Tokyo, education is key. Through education, we are giving consumers confidence,” she said.
In conjunction with its entry into Singapore, the brand is partnering with Watsons, its key retailer, for a physical event that will bring the brand face-to-face with consumers.
“Definitely in the beginning the focus will be on education as we promote brand awareness. We want people to learn about NatureLab Tokyo, the products, and what goodness that it can do for the scalp. We will also be doing smaller shows in the future,” said Zheng.
In addition to educational content and physical engagements, the brand will also focus on cultivating a presence online, especially with platforms like TikTok and Instagram.
“If you search for NatureLab Tokyo on TikTok or Instagram, you will see that a lot of the content focuses on testimonials. Word-of-mouth is really important for the brand. This is how we did it in the US and we hope to replicate it here,” said Zheng.
“Brands cannot just rely on education. Consumers will want to see how the products work, and they want to see the before and after results. We will work a lot on this as we build towards being a credible resource for consumers to feel more confident about their hair.”