Kao Corporation made a significant announcement on July 13, dropping a breakthrough finding from its Hair Beauty Research division: structural protein damage inside hair doesn’t stop when you rinse out your color—it continues to progress for a full seven days after coloring.
The phenomenon is especially pronounced in melanin-rich hair, which is common across Asia. To address it, Kao has developed H-Linx Tech, a new repair technology now integrated into shampoos, conditioners, and post-color treatments in its Liese hair color brand. Incorporated into associated care items across the Jelly to Bubble Color, Color Protect, Tint Color Gel, and Creamy Bubble Color lines, H-Linx Tech is designed to prevent split ends, breakage, and frizz while preserving color vibrancy—going well beyond the coloring step itself.
The revamped Liese series will begin rolling out sequentially from August 2026 across seven markets: Hong Kong, Thailand, Taiwan, Malaysia, China, Japan, and Singapore, as Kao sets its sights on making Liese Asia’s number-one fashion hair color brand.