# Japanese Haircare Expansions &honey Brings Its Moisture-Focused Routines to Ulta Beauty By Mursal Rahman | Written with AI assistance | Published 2026-09-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/haircare-essentials-trend References: [prnewswire](https://www.prnewswire.com/news-releases/honey-brings-its-japanese-haircare-rituals-to-ulta-beauty-302890356.html)  &honey is expanding [Japanese haircare expansions](https://www.trendhunter.com/trends/wella-professionals) in the U.S. by bringing its moisture-focused products to Ulta Beauty. The Japanese brand has introduced six products from its Deep Moist and Melty Moist Repair collections, including shampoos, treatments and hair oils. Each range creates a three-step routine spanning cleansing, conditioning and finishing, with [honey incorporated into formulas](https://www.trendhunter.com/trends/honey-infused-shampoo) for its moisturizing properties. Deep Moist targets intensive hydration, while Melty Moist Repair addresses dry, frizz-prone and difficult-to-manage hair. For &honey, the launch significantly increases its physical retail presence, with the assortment entering approximately 600 [Ulta Beauty stores](https://www.trendhunter.com/trends/ulta-beauty1) alongside online availability. The partnership gives U.S. shoppers easier access to Japanese haircare routines while positioning Ulta Beauty as a destination for internationally established brands. Offering two targeted collections also allows &honey to address different moisture needs while encouraging consumers to purchase multiple products as part of a coordinated routine. Image Credit: &honey ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 72% | Activity: 79% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### Key Themes Behind This Trend - **Japanese Beauty Localization:** International haircare brands are translating region-specific routines into U.S. retail formats, creating space for culturally rooted formulas with mainstream accessibility. - **Moisture-led Hair Routines:** Multi-step hydration systems are reshaping haircare merchandising by linking shampoos, treatments and oils into coordinated regimens for specific texture and damage needs. - **Ingredient-forward Haircare:** Honey-based positioning reflects growing demand for recognizable nourishing ingredients, supporting premium differentiation in crowded mass and specialty beauty aisles. ### Where This Applies - **Haircare:** Targeted collections for dryness, frizz and manageability point to product architecture built around condition-specific routines rather than single-item solutions. - **Beauty Retail:** Expanded shelf placement for global brands strengthens specialty retailers as discovery hubs for imported beauty concepts with established overseas credibility. - **Personal Care:** Routine-based product bundles in everyday care categories highlight opportunities for higher basket sizes through complementary formats and benefit-driven sequencing. ## Related on Trend Hunter - [Moisturizing Textured Hair Care](https://www.trendhunter.com/trends/ultra-moisture-collection.md) - [Scalp-First Haircare](https://www.trendhunter.com/trends/scalpfirst-haircare.md) - [Multi-Benefit Honey Haircare Mists](https://www.trendhunter.com/trends/honey-milk-active-repair.md) - [Pre-Wash Hair Oils](https://www.trendhunter.com/trends/prewash-hair-oils.md) - [Ultra-Concentrated Haircare](https://www.trendhunter.com/trends/hair-care-concentrates.md) - [Texture-Inclusive Haircare](https://www.trendhunter.com/trends/texture-inclusive-haircare.md) - [Skincare-Inspired Haircare](https://www.trendhunter.com/trends/five-collections.md) - [Curl-Focused Branding Strategies](https://www.trendhunter.com/trends/love-ur-curls.md) - [Honey-Infused Japanese Hair Care](https://www.trendhunter.com/trends/japanese-hair-care.md)