Milbon Co., Ltd. held the "Salon Color Revolution" declaration event in Chuo-ku, Tokyo, on September 8, 2026. At the event, the new salon color brand "PRETOWA," going on sale on September 10, was announced.
The event proposed the new value of salon color made possible by its original "Beautiful Hair Color Renewal*¹ Technology." A commemorative presentation was also given for the Best Paper Award that Milbon received.
*¹ Making hair look beautiful through hair coloring
The "Salon Color Revolution" Advocated by Milbon
To respond to changes in consumers' values and beauty needs, Milbon is advocating a "Salon Color Revolution" aimed at redefining salon color. It is a challenge to create new value that brings out each person's charm through the coexistence of beautiful hair and hair design.
At the declaration event, the changes in the environment surrounding the salon color market and the challenges faced on the front lines were discussed. On that basis, a new value proposition through the "Beautiful Hair Color Renewal Technology" and the future possibilities of salon color were presented.
Details of the "Salon Color Revolution" Declaration Event
The event was held in two parts. The first part introduced the vision of the "Salon Color Revolution" and the new brand "PRETOWA," and the second part presented Milbon's research results.
Introducing the New Salon Color Brand "PRETOWA"
In the first part, the "Salon Color Revolution" that Milbon proposes was explained in light of the current state of and challenges facing the salon color market. The background to the development of the new salon color brand "PRETOWA" and its product features were also introduced.
Tomotaka Sakagari, Representative/Founder of SHEA., also took the stage and spoke, with examples, about his passion for salon work, customers' voices and the future of salon color.
Commemorative Presentation for the Best Paper Award
In the second part, a presentation was given on the research that won the "JOSEPH P. CIAUDELLI AWARD," the Best Paper Award in the hair care technology category, in 2024 at the SCC (Society of Cosmetic Chemists), a global beauty science society*².
Masato Yoshida of the Formulation Fundamentals Research Team, Research and Development Department, Development Division, Milbon Co., Ltd., took the stage and spoke about the research background and results of the award-winning paper, Milbon's research approach toward the advancement of hair science, and its latest research findings.
*² SCC: An academic organization on cosmetics in the United States, founded in 1945. It belongs to the International Federation of Societies of Cosmetic Chemists (IFSCC).
The news release about this award can be found at the link below.
About the Speakers
SHEA. Representative/Founder Tomotaka Sakagari
Tomotaka Sakagari has won support for his hair color and design proposals and for style proposals that make the most of texture. He boasts a customer repeat rate of 95%, and more than 70% of his customers are said to be loyal customers who have visited for over 15 years.
Born in Fukuoka Prefecture, he graduated from Shiseido Beauty School and served as a director at hair salons in Tokyo. He opened "SHEA." in September 2018, and as of September 2026 operates a total of five salons, four in Tokyo and one in Gifu. He is active in many fields, including general magazines, trade magazines, hair shows and TV appearances, and serves as an instructor at about 50 seminars a year in Japan and abroad. He won two stars in the cut category of KAMI CHARISMA 2026.
Masafumi Fukubayashi, Sales Planning Office 2, Sales Planning Department, Marketing Division, Milbon Co., Ltd.
Masato Yoshida, Formulation Fundamentals Research Team, Research and Development Department, Development Division, Milbon Co., Ltd.
Information on "PRETOWA"
Information about the new salon color brand "PRETOWA" can be found on the following official website and social media.
