"soel," a holistic beauty brand run by Lohb Co., Ltd., headquartered in Kurume, Fukuoka Prefecture, is selling a limited-edition autumn hair oil, "soel LIVING-OIL FOR HAIR ESSENTIAL MOIST - Hinoki -" (30mL), at the "Tsutaya Books Thanks Fair" held by Tsutaya Books from Friday, September 4 to Sunday, September 27, 2026. The company announced it on Friday, September 18.
The price is ¥4,600 (tax included). It is sold at participating fair stores, and what is offered differs by store.
Themed "Between Scent and Books," using only natural hinoki essential oil
According to the company, this product was developed around the theme "Between Scent and Books" as a fragrance that accompanies your reading time. Only natural hinoki essential oil is used for the scent, and it is described as spreading a crisp, clear woody aroma reminiscent of a sun-dappled forest. Because it is a simple scent with everything unnecessary stripped away, the company says you can feel the natural depth of hinoki.
For the hair, it uses macadamia seed oil, rice bran oil and jojoba seed oil as a base, with squalane (moisturizing ingredient) and hydrogenated farnesene. It combines a moist, cohesive finish with a light, easy glide through the fingers, giving it a feel that is easy to work into daily hair care.
The Tsutaya Books Thanks Fair runs through September 27 at Tsutaya Books stores nationwide
The "Tsutaya Books Thanks Fair" is a fair held by "Tsutaya Books," a lifestyle-oriented bookstore, to express thanks for everyday patronage. According to the release, it features limited and advance-sale products and a selection of items chosen by concierges and staff, as well as Instagram campaigns and V Point campaigns. The fair runs from Friday, September 4 to Sunday, September 27, 2026, at Tsutaya Books stores nationwide (some stores).
The hinoki hair oil is on advance sale at this fair. The stores that carry it are listed below.
soel hinoki hair oil: price, release date and where to buy
- Product name: soel LIVING-OIL FOR HAIR ESSENTIAL MOIST - Hinoki -
- Size: 30mL
- Scent: Hinoki (natural hinoki essential oil)
- Price: ¥4,600 (tax included)
- Sales period: Friday, September 4 to Sunday, September 27, 2026, on advance sale at the Tsutaya Books Thanks Fair
- Retailers (stores): Hakodate Tsutaya Books, Ebetsu Tsutaya Books, Tsutaya Books Tagajo City Library, Makuhari Tsutaya Books, Kashiwanoha Tsutaya Books, Nakameguro Tsutaya Books, Futako-Tamagawa Tsutaya Electronics, Nagoya Minato Tsutaya Books, Kyoto Okazaki Tsutaya Books, Tsutaya Books Wakayama Municipal Library, Roppongi-Matsu Tsutaya Books, Fukuoka Tenjin Tsutaya Books, Tsutaya Books Takeo City Library, Tsutaya Books Nobeoka ENCROSS
* What is offered differs by store. Please contact each store for details.
"soel" is a brand that values naturally derived plant ingredients and scents and offers products that make your daily skincare time feel pleasantly balanced. In March 2025, it opened its flagship store, "soel FLAGSHIP STORE," along Keyaki-dori in Akasaka, Fukuoka.
Image: courtesy of Lohb Co., Ltd.
