The hair care brand hiritu is expanding beyond hair with the launch of the hiritu Balance Care Softener — the brand's first-ever fabric softener. It goes on sale via the official web shop on March 17, 2026, with wider rollout to select variety shops, AEON Retail locations, and V-Drug stores beginning April 1, 2026.
The Balance Care Softener is available in two scents that match those already used in the hiritu hair care lineup: a sophisticated Pear & Musk, and a sweet and elegant Apricot & Jasmine. Both fragrances were developed as original perfume-like scents for hair, bringing a refined, high-quality feel to everyday laundry.
Product Features
01 Two Wearable Fragrances — Like a Perfume for Your Clothes
The fragrances were originally created to be worn on the hair, resulting in a delicate and luxurious scent profile. Clothing treated with this softener takes on the feel of wearing a perfume — subtle yet memorable.
02 Balance Care Formula for Freshly-Laundered Results
The softener employs a "Balance Care" approach inspired by hair care, targeting three areas:
Style Keep Care — Preserving Shape
A wrinkle-resistant design works to prevent creases after washing, while also addressing pilling and fiber roughness to keep clothing looking as crisp as the day it was bought.
Softening Care — Soft and Voluminous Finish
The formula includes a selection of plant-derived oils and extracts for a soft, fluffy finish that feels gentle against the skin:
- Argan Oil (Argania Spinosa Kernel Oil)
- Jojoba Seed Oil
- Chamomile Flower Extract
- Shea Butter
- Calendula Flower Extract
- Peach Leaf Extract
Moisturizing Care — Hair Care-Inspired Hydration
Drawing on hair care thinking, the softener incorporates moisture-retaining ingredients to minimize friction between fabric and skin, for a smooth, comfortable feel:
- Plant Ceramide (Yuzu Fruit Extract)
- Hyaluronic Acid Na
- Collagen (Succinoyl Atelocollagen)
03 Five Functional Benefits
The softener combines fragrance with practical performance, offering 24-hour antibacterial and deodorizing protection※1, fabric damage prevention※2, anti-static properties, dust and pollen adhesion reduction, and suitability for indoor drying.
04 Six-Free Formula
The product avoids six potentially harsh or unnecessary ingredients, keeping the formula gentle on clothes and skin:
- Fluorescent brighteners
- Bleaching agents
- Colorants
- Talc
- Petroleum-based surfactants
- Microcapsules
Products & Pricing
hiritu Balance Care Softener — Pear & Musk
- Regular: 500mL / ¥880 (tax included)
- Refill: 800mL / ¥1,320 (tax included)
hiritu Balance Care Softener — Apricot & Jasmine
- Regular: 500mL / ¥880 (tax included)
- Refill: 800mL / ¥1,320 (tax included)
Release Schedule
- March 17, 2026 (Tuesday): Pre-sale begins via Official Web Shop
- April 1, 2026 (Wednesday): Sales begin at select variety shops, all AEON Retail locations, and V-Drug stores (rolling out gradually)
※1 Does not suppress the growth of all bacteria. ※2 Compared to use without fabric softener.
