Best Sellers
The hair mask, shampoo, and conditioner that turn dry, brittle strands into the smooth, glossy hair Japan keeps reaching for.
Deep Repair Japanese Hair Mask
Penetration Serum Hair Mask Duo
Leave-In Smoothing Hair Oil
Shampoo And Conditioner Set
Frizz Control Hair Mask
4-Piece Deep Repair Bundle
Royal Jelly Shampoo Mask Set
Moist Repair Shampoo
Why Choose Fino
Skincare-grade ingredients formulated to repair damage, seal in moisture, and leave hair looking healthier after one wash.
Deep Repair
Royal jelly extract and PCA penetrate the hair shaft to mend split ends and rebuild strength from root to tip, even after color or heat damage.
Lasting Shine
Squalane and Lipidure coat each strand in a smoothing film, taming frizz and reflecting light for a glassy, salon-like finish that holds up all day.
Everyday Softness
Trehalose and amino acids lock in moisture so hair stays soft, tangle-free, and easy to manage between washes, in humid or dry climates alike.
The Story Behind Fino
Fino traces its roots to Shiseido, the Tokyo pharmacy-turned-beauty pioneer founded by Arinobu Fukuhara in 1872. Drawing on more than a century of cosmetic research, the brand applied skincare-level science to a category long overlooked: everyday hair repair.
The label built its reputation on the Premium Touch Hair Mask, a rich treatment formulated with royal jelly, PCA, and Lipidure that became a staple of Japanese drugstores and a consistent category leader at home for years running.
Now produced under Fine Today Co., Ltd., Fino has grown from a well-kept Japanese secret into a global favorite, spreading through word of mouth and social media as more shoppers discovered its glossy, affordable results.
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More to Explore
Additional formulas that round out a complete repair routine, from lightweight leave-in care to intensive weekly treatments.
5-Piece Complete Hair Spa Set
Intensive Serum Mask Refill Pouch
Shampoo 2-Pack With Hair Tie
Conditioner 2-Pack With Hair Tie
Frequently Asked Questions
Answers to common questions about ingredients, application, and what to expect from a Fino haircare routine.
The hair mask is designed for use one to two times a week after shampooing. Leave it on for five to ten minutes before rinsing thoroughly.
Yes. The formula helps retain color vibrancy while repairing damage, making it a popular choice for hair that has been dyed, bleached, or permed.
Dry, damaged, frizzy, and chemically treated hair tends to see the biggest improvement, though the range suits most hair types seeking shine.
Yes, they’re designed to complement each other. The shampoo cleanses gently, preparing hair to better absorb the mask’s ingredients.
Every product in the range is made in Japan, following the same quality standards that have made the brand a long-standing favorite there.
Yes. Longer or thicker hair may need a slightly larger amount, focused on mid-lengths and ends, to see the same smoothing benefits.
Still Have Questions?
Send a message below and the support team will help find the right routine for any hair type or concern.
What Customers Are Saying
Real feedback from people who added Fino to their weekly hair care routine.
Dry, frizzy hair turned silky and smooth after just one use, with a scent that lasts all day. Now a staple.
Sarah M.
Hair feels so much softer since switching. Less breakage, more shine, and a scent that’s absolutely incredible.
Daniel K.
Color-treated hair stayed vibrant and the frizz vanished within days. Rich texture that goes a long way each time.