If you love Japanese hair care products, there is no doubt you would’ve heard of the famous Shiseido Fino Premium Touch Hair Mask everywhere. This hair mask is not new in the market, but it has received a lot of hype and has gone viral on multiple platforms in the past few years.

Apart from its affordability, it’s one of Japan’s top selling hair masks and it’s said to be one of the best in delivering silky and smooth hair like other expensive hair masks but for a fraction of the price.

What does it do?

The Fino Premium Touch Hair Mask is a concentrated and thick hair mask that focuses on delivering deep hydration by penetrating its 6 key ingredients into the core of each hair strand. It is infused with royal jelly, which works wonders in revitalising damaged hair, restoring its silkiness, and flexibility.

This hair mask has gone viral many times on TikTok and beauty bloggers. It is one of the best selling and most well known beauty products in Japan and its selling point is unmatched. It is said to work excellent on those with damaged hair which may be caused by the UV rays, hair colouring, bleach treatments and other external conditions. With regular usage, Shiseido Fino Hair Mask will leave your hair feeling replenished, healthy and silky.

About the brand: Fino

Fino is a premium hair care brand promoted by Shiseido and it is one of the leading global beauty companies. The brand is dedicated to creating high-quality products that are designed to nourish, protect and enhance hair health at a good price point. Fino has a range of products from shampoos, conditioners to treatments and hair styling products. The Fino brand was later acquired by FineToday and has been operating under them ever since.

What is so good about it? Key ingredients/features.

As mentioned, the Fino Hair Mask has received much praise due to many reasons. It contains 6 main beauty ingredients that help revitalise damaged hair. These ingredients work together to penetrate deep into the hair strands and deliver moisture and repair the damaged hair. It is said to help bring your hair back to life even just after 1 use. 

• Royal jelly : rich in moisture and hydration
• Trehalose + Sorbitol : maintain silk and smooth texture
• PCA : fixing damaged hair core
• Phytosteryl Derivatives : internal repair
• Squalane + Pearl Peptide*2: delivers shine and strength
• Glutamic acid : colour absorption

Ingredients: Water, Sorbitol, Dimethicone, Waterborne Soatane Oil Alcohol, Isopenyldiol, Behentrimonium Chloride, Aminopropyl Dimethicone, Alkyl (C12, 14) Oxyhydroxpropyl arginine HCI, Glutamine Acid, Steraltrimonium Chloride, Trehalose, Squalane, PEG-90M, PCA, PCA Uroil Gluta Minate (phytosteryl/octildecyl), polyquateranium-64, royal jelly extract, setanol, isopropanol, ethanol, ocyl decanol, BG, silica, BHT, tocopherol, phenoxyethanol, sodium benzoate, fragrance, yellow 5

How to Use Fino Hair Mask

This mask is designed to be used after washing your hair. On clean and damp hair, massage a generous amount of the Fino Hair Mask into the roots and ends of the hair. You can rinse immediately or leave the mask on for 5-10 minutes for better results. Then, rinse thoroughly with water. Ensuring that you remove all products from your hair. It should be used at least once per week or as many times as you’d like for better results.

Tips for better results:

• This hair mask is safe to be used daily or used as a substitute for hair conditioner when you’re washing your hair.
• For intensive hair care, lather a generous amount of the Fino Hair Mask all over your hair, then wrap your hair in a warm towel or wear a hair cap. Let it soak for 30 mins. Then, rinse off with warm water. You’ll see an instant difference in the smoothness of your hair.

What people of the internet are saying about Fino Hair Mask

This product has received thousands of reviews all over the world, as mentioned, it is one of the most popular beauty products from Japan. If a friend is visiting Japan, you best believe one of the products they’ll be bringing back is the Fino Hair Mask. It has an affordable price point, and many great reviews.

Gentle Floral Scent and Can be Used On All Hair Types!

           Firstly, the internet loves its gentle floral scent, not too overpowering but enough to feel clean and feminine. However, if you're not a fan of fragrance products, you may not find this product very pleasing due to its light floral scent. Fino Hair Mask is a rich hair treatment infused with many beauty ingredients. Because of its thick texture, this hair mask can be used on all hair types. It absorbs quickly so a little goes a long way.

Instant Results!

           Secondly, the Fino Hair Mask is said to give you instant results! Even after a single use, your hair is noticeably smoother, shiner and softer. What more could you want from an affordable drugstore hair mask. It is incredible value for the price and is currently one of the greatest Japanese hair masks that delivers immediate effect.

Be Cautious for Those white Sensitive Skin

           However, despite all the positive reviews. We have found that this product is not recommended for people with sensitive skin or scalp. One reviewer mentioned that some rashes appeared from her temper to her jawline after one use of the Fino Hair Mask. Her skin appeared to be itchy and irritated, and these symptoms lingered for a few days despite removing the product from her routine. This could be due to an ingredient she may be allergic to that she is unaware of, but it is important to keep in mind if you have sensitive skin and scalp.

My Impression

I’ve heard many great things about the Fino Hair Mask and have always wanted to review this product. I was particularly excited to test out if this affordable hair mask can live up to the hype.

Background on my hair:

Texture: Straight

Colour: Black/dark brown

Hair colouring/ bleach : Virgin hair

Length: Mid length

Concerns: Dry hair and some split ends due to using heat styling tools

           Now that we know my hair type, let's test out this product!

Packaging: the packaging is basic and simple, the red lid makes it easy to identify that it is the Fino product line. The ingredient list doesn't give much as it is in Japanese, but you can easily find the ingredient list in English on the internet.

Texture/ scent: when you first open the lid, you get a good woosh of light floral smell. I particularly love floral scent as it makes me feel clean and fresh, so this was a bonus. The hair mask is an off-white yellowish colour, the consistency is definitely on a thick side ( the product stays in the pot despite flipping it 90 degrees). The texture is just like any other hair mask I've tried, soft and melts into the skin almost instantly.

Result: After one use, I really love the smoothness this hair mask gives, even when you first apply this mask in the shower. I could feel my hair instantly absorbing the nutrients and became so soft even while it was still wet. Once I blow dry my hair, this is when it really kicks in, this mask really works! My hair never felt smoother and despite using hair conditioner every time I wash my hair. The hair mask brings some shine back into my dead ends. It also left a beautiful floral scent to my hair, even after rinsing it.

Another Great Recommendation from Fino

If you want to elevate your hair game even more, adding the Fino Hair Oil to your routine will change the game. It is developed with plant-based ingredients that work together to repair dry and damaged hair, smoothing frizz and mending split ends. This floral scented hair oil is lightweight and non-greasy, it absorbs quickly which is a pro for many users as oily hair is never the look you want. 

           However, while it can help improve damaged hair and add some shine, those with severely damaged hair might find it ineffective in repairing their hair. And the floral scent is quite feminine and lush, but it can be too overpowering for some.

Alternatives

Another great hair mask From Shiseido is the Tsubaki Premium Hair Mask. It is rich with camellia oil and royal jelly that is said to deeply penetrate into the hair and lock in all the nutrients and prevent moisture loss. It is said to be particularly great for those with frizzy hair, this mask helps maintain the frizz and provide a soft touch to the hair. It also has a refreshing fragrance from a blend of flowers, honey and fruit. This is a great alternative if you’re looking for something different!

My Verdict

My final verdict is that the Fino Premium Hair Mask really does live up to the hype. Affordable and effective. It does not weigh down my hair and helps maintain frizz. However, I have not seen improvement in my dead ends but it certainly feels a lot softer. I saw instant results after a few uses and I have no doubt my hair will feel even better once I add this to my hair care routine permanently.

It is important to remember that a little goes a long way with this hair mask as it is quite thick and absorbs very fast. If you lather one too much you’ll be wasting products and time washing it off. One thing to note is that it does have quite a strong floral scent, which I personally love. But if you are someone who’s allergic to fragrance, this product may not be for you. Other than that, this Hair mask is definitely on my recommendation list!