Sanrio’s Hello Kitty, My Melody and Usahana Star in Essential’s 50th Anniversary Hair Care Collab Collection
Essential is celebrating its 50th anniversary with a new collaboration featuring Sanrio Characters across a range of limited-edition hair care products.
The special collection is the second major anniversary project for Kao’s long-running hair care brand and will see exclusive angel-themed artwork grace the Essential Premium lineup.
The collaboration features newly illustrated versions of Hello Kitty, My Melody and Usahana dressed as angels, celebrating Essential’s long-standing association with healthy, glossy hair and its signature “angel ring” shine.
Each character appears against a dreamy sky-inspired “Angel Core” themed package design, complete with balloon-style artwork that gives the illustrations a soft three-dimensional appearance created exclusively for this release.
Although each product receives its own unique character design, every item retains the same White Peach & Musk fragrance found in the standard Essential Premium range.
Developed using fragrance trend research, the scent blends the fresh sweetness of white peach with clean musk notes to create a light and refreshing aroma that has proven especially popular with younger consumers.
The Silky & Smooth shampoo and conditioner set is designed for dry hair and features packaging with Hello Kitty and My Melody in their angel-themed designs.
This set combines carefully selected moisturizing beauty serum ingredients with naturally derived 18-MEA Oil to help repair damage while protecting hair from humidity and friction.
Its shampoo produces a soft soufflé-like foam using amino acid and carboxylic acid cleansing ingredients, while remaining sulfate-free, silicone-free and free from synthetic colorants.
The accompanying conditioner includes ceramide ES together with silky moisturizing oils to help maintain smooth, glossy hair that remains manageable into the following morning.
The Sparkle Moist shampoo and conditioner targets heavily damaged hair that has undergone repeated colouring or bleaching and features packaging showcasing My Melody alongside Usahana.
It delivers a rich, dense foam while helping reduce split ends, breakage and heat damage caused by hair dryers and styling tools.
The formula combines pearl protein with premium moisturizing ingredients and naturally derived 18-MEA Oil while also protecting hair against humidity and everyday friction.
Essential Premium Water Treatment EX Smooth is formulated for tangled, damaged hair and comes in packaging featuring Hello Kitty.
It helps reduce drying time while repairing heat and friction damage, controlling static electricity and delivering lightweight, non-greasy conditioning through its water-based formula.
Essential Premium Ururi Jelly Milk focuses on wavy or frizzy hair and is presented with My Melody on its packaging.
It surrounds each strand with moisture overnight, helping improve manageability, reduce humidity-related frizz, speed up blow drying and protect hair from UV rays, friction and heat styling.
Essential Premium Ururi Kirari Oil is designed for dry, damaged hair and features Usahana on its packaging.
It rapidly penetrates deep into each strand to restore shine and smoothness while remaining suitable for use on both wet and dry hair.
Its formula contains Pearl Protein Alpha, naturally derived beauty oils and UV protection ingredients to help repair damage while enhancing gloss without leaving behind an oily finish.
Essential will also launch a purchase campaign giving customers the opportunity to win exclusive Essential Original Angel Mascots featuring Hello Kitty, My Melody or Usahana.
Customers who spend at least ¥2,400 (approx. $16 USD / £12 GBP) on Essential products during the campaign period can submit one receipt per qualifying purchase for a chance to win one of 100 mascots available for each character, with applicants able to choose their preferred design.
The campaign will accept eligible receipts and entries between July 13 and August 30, 2026.
The limited-edition Essential Premium x Sanrio Characters collection will launch nationwide across Japan on July 18, 2026 while supplies last, with participating retailers offering the exclusive anniversary packaging for a limited time only.
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