Syoss is a professional-performance hair care brand owned by Henkel Consumer Brands. Founded in Osaka, Japan, in 1977, the brand's name is an acronym derived from its founders and origin:
Sharp, Yamahatsu, Osaka, Seventy, Seven. Syoss positions itself as a retail brand that brings salon-quality results, developed with and tested by professional hairdressers, directly to consumers.
Brand Philosophy and Identity
Professionalism & Expertise:
With over 45 years of experience, Syoss utilizes innovative formulas designed for "professional performance". Its creative direction is led by renowned hairstylist Kiyoko Odo, who blends Japanese traditions with global hair trends.
Japanese Heritage (J-Beauty):
The brand emphasizes its Japanese roots through its aesthetic and ingredients. Its current visual identity includes a vertical logo inspired by traditional tategaki writing and an Ensō (hand-drawn circle) from Zen art, symbolizing balance and evolution.
Sustainability:
Syoss pioneered recyclable black packaging. Standard black plastic often cannot be detected by recycling sensors due to carbon black pigments, but Syoss uses a carbon-free alternative, making its iconic black bottles fully sortable and recyclable. Many shampoo bottles are made from 98%–100% recycled material.
Core Product Portfolio
Syoss organizes its products into three primary pillars, all developed to mirror salon treatments:
Hair Care:
Includes shampoos, conditioners, and treatments like the Intense Keratin range. Formulas often feature an Amino Complex (building blocks of keratin) combined with Asian-inspired ingredients such as Blue Lotus, Tsubaki (camellia) flowers, Wakame seaweed, and Ginseng.
Coloration:
Offers permanent and ammonia-free hair color options designed for 100% grey coverage and long-lasting intensity. The Oleo Intense line focuses on radiant color through oil-based formulas.
Styling:
A wide range of high-performance products including Compressed Micro Sprays (which offer the same number of applications in half the size to reduce environmental footprint), mousses, gels, and waxes. These formulas often include a Vitamin Complex with panthenol and niacinamide for added hair strength.
Brand Relaunches
Syoss has undergone significant recent updates to modernize its offerings:
2020 Relaunch:
Introduced the Amino Complex formulas and the recyclable carbon-free black packaging.
2025 Relaunch:
Debuted the "You. Intensified." manifesto, focusing on higher concentrations of active ingredients and a redefined sensory experience inspired by "the Syoss black universe".
