Announced details
Hair care for general household use and daily-life situations requiring consideration for fragrance, including physical changes during pregnancy and heightened sensitivity to smells
Odor measurement results: 84% reduction and 80% reduction
Daiichi Kogyo Seiyaku has participated since the early development stage and provided technical support for formulation design applying its odor-neutralization method. The product was developed jointly with Hoyu. Capital and personnel relationships: not disclosed.
Head office: 501 Tokugawa 1-chome, Higashi-ku, Nagoya, Aichi Prefecture. Representative: Yoshihiro Sasaki (佐々木義広), Representative Director and Executive President. Founded in 1905; established in 1923. Capital: ¥110 million. Employees: 1,080 (as of 31 October 2025). Consolidated net sales: ¥52.7 billion (for the period ended 31 October 2025). Business: manufacture and sale of hair color products and hair cosmetics. Domestic production sites: Seto Plant and Sakuragaoka Plant.
Seto Plant: 106-2 Yamanota-cho, Seto, Aichi Prefecture; Sakuragaoka Plant: 985 Anata-cho, Seto, Aichi Prefecture
¥1,780 (before tax)
The company does not address Contract Value / Impact on Business Performance.
Measurement results from an in-house certified odor assessor (pre-production sample dated 4 September 2025)
| Item | Details |
|---|---|
| Names of Products / Services Covered | mushu (ムシュ), mushu Shampoo, mushu Treatment, Odor-neutralization method |
| Counterparty | Hoyu Co., Ltd. |
| Counterparty overview | Head office: 501 Tokugawa 1-chome, Higashi-ku, Nagoya, Aichi Prefecture. Representative: Yoshihiro Sasaki (佐々木義広), Representative Director and Executive President. Founded in 1905; established in 1923. Capital: ¥110 million. Employees: 1,080 (as of 31 October 2025). Consolidated net sales: ¥52.7 billion (for the period ended 31 October 2025). Business: manufacture and sale of hair color products and hair cosmetics. Domestic production sites: Seto Plant and Sakuragaoka Plant. |
| Relationship with the Company | Daiichi Kogyo Seiyaku has participated since the early development stage and provided technical support for formulation design applying its odor-neutralization method. The product was developed jointly with Hoyu. Capital and personnel relationships: not disclosed. |
| Offering price | ¥1,780 (before tax) |
| Launch date | Scheduled for 10 May 2026 (Sunday); sales to begin on Amazon |
| Applicable area | Hair care for general household use and daily-life situations requiring consideration for fragrance, including physical changes during pregnancy and heightened sensitivity to smells |
| Location | Seto Plant: 106-2 Yamanota-cho, Seto, Aichi Prefecture; Sakuragaoka Plant: 985 Anata-cho, Seto, Aichi Prefecture |
| Quantitative Effects | Odor measurement results: 84% reduction and 80% reduction |
| Source | Measurement results from an in-house certified odor assessor (pre-production sample dated 4 September 2025) |
Items this document does not state (8)
These are items the company does not state in this document. We do not leave them blank, nor fill them in from other sources or by inference.
The reasons the company gives
The company's own explanation, not something inferred from the numbers.To address situations in daily life where consideration for fragrance is needed, including physical changes during pregnancy and heightened sensitivity to smells. In line with Hoyu's odor-free concept, Daiichi Kogyo Seiyaku provided technical support in odor control and formulation design.