&honey

&honey was launched in Japan in spring 2018 by ViCREA, a Japanese beauty company. The brand set out to change ideas about organic hair care, which was often seen as leaving hair dry or squeaky, by focusing on moisture retention instead.

Its concept is 'water-retention organic beauty'. The brand highlights an ideal moisture level for hair of around 14%, and builds its formulas around honey, which naturally attracts and holds water, along with royal jelly, propolis, hyaluronic acid and Moroccan organic argan oil. The result is hair that feels softer, smoother and looks glossier.

The range grew quickly from shampoo and conditioner into hair masks, oils and limited editions, and later beyond hair care. Deep Moist is the richest line for very dry hair, while Melty Moist Repair focuses on smoothness for damaged-looking hair. In 2026 the brand celebrated its eighth anniversary in Japan.

For shoppers, choose Deep Moist if your hair is very dry or coarse, or Melty Moist if it's frizzy and damaged from colour or heat. Shampoo, then apply the conditioner or mask to the lengths, leave for a few minutes and rinse. Finish with a drop of hair oil on damp ends before drying. The honey scent is a lovely bonus.