A new addition is coming to the HITA (ヒタ) hair care series from LebeL — a salon-exclusive cosmetics brand by Takara Belmont Corporation. The "Hita Serum Milk" (ヒタ セラムミルク), a moisturizing hair beauty serum that protects hair from heat and softens it to the tips, will be released on May 20, 2026 (Wednesday).
A Dual-Purpose Product for Salon and Home Use
The HITA series was launched to address hair texture concerns — particularly curly and unruly hair — through a combination of salon treatments and home care. Since its introduction, the series' in-salon "AP Treatment More" and "AP Straight" menu options have been well received.
One challenge identified in salon practice was maintaining the results of in-salon hair care treatments at home until the next visit. To address this, the new Serum Milk incorporates hair beauty care ingredients that work in tandem with salon treatments, and can also be used as an intermediate step during the AP Straight menu. This makes it a versatile product that serves as both a salon menu component and an everyday out-of-bath treatment.
Product Overview: Hita Serum Milk
Hita Serum Milk <Hair Treatment>
A moisture-replenishing hair beauty serum that protects hair from heat and softens it to the tips.
- Volume / Price: 100mL / ¥3,520 (manufacturer's suggested retail price, tax included)
Key Hair Beauty Care Ingredients
● Heat-Activated Hair Care
Tostea* & Levulinic Acid — Utilizes the heat of everyday blow-drying and flat iron styling to deliver high hair repair performance, enhancing shine and manageability. Repairs hair daily while harnessing heat.
*Diammonium aminoethylthiosuccinateElcarlactone** — A heat-care ingredient that protects hair from the daily heat of blow dryers and flat irons, while repairing and smoothing the hair surface.
**γ-Docosalactone
● Protein-Based Reinforcement
- Fiberhance™ bm* — Fills the gaps between protein fibers inside the hair to reinforce them and extend the lasting effect of treatment.
*Hydroxypropyl gluconamide — Fiberhance™ bm is a trademark of Ashland
● Optimal Moisture Retention
- Trehalose — Locks moisture inside the hair with its excellent water retention properties, maintaining a soft and moisturized texture.
Fragrance
BLACKBERRY & FREESIA & AMBER
A refined blend where deep blackberry notes are layered with the gentle scent of freesia, finishing with warm amber — a fragrance that balances elegant sweetness with transparency.
The HITA Series Lineup
The HITA series is structured around three lines: salon care (AP Straight and AP Treatment More) and home care.
Salon Care — For Hair Salon Professionals Only
AP Straight Line (existing products)
A hair texture care* straightening menu that improves the texture, shine, and moisture of hair while gently straightening it. Compatible with a wide range of hair conditions from alkaline to neutral to acidic, and works well with color-treated hair.
*Softening hair texture and adding shine through moisture
Products (left to right):
- Hita AP Straight EX Hard 1 (Formula STEXH 1st Agent) — 400g
- Hita AP Straight Hard 1 (Formula STH 1st Agent) — 400g
- Hita AP Straight Cosme 1 — 400g
- Hita AP Straight Neutral Cosme 1 — 400g
- Hita AP Straight Acid Cosme 1 — 400g
- Hita Rebooster Serum X (Hair protection cream) — 800g
- Hita AP Straight Hard 2 (Formula STH 2nd Agent) — 800g
- Hita AP Straight Cosme 2 — 800g
AP Treatment More Line (existing products)
A 5-step hair texture care treatment* that delivers lasting shine and softness. Targets frizzy and unruly hair from the roots, and is compatible with color and bleach treatments.
*Softening hair texture and adding shine through moisture
Products (left to right):
- Hita AP Treatment More 1 & 5 — 400mL (refill spray bottle 200mL sold separately)
- Hita AP Treatment More 2 — 400mL
- Hita AP Treatment More 3 — 400mL
- Hita AP Treatment More 4 — 400mL
- Hita Cuticle PX Oil — 75mL
Home Care — Salon Exclusive
Home Care Line (existing products)
Daily hair care that targets the dryness, frizz, and heat damage characteristic of curly hair, using moisture and softness to tame it.
Products (left to right):
Hita Shampoo
A hair beauty care shampoo with dense, moisture-rich lather that softens frizzy and rough curly hair from the roots. Protects hair from dryness, frizz, and heat damage. Contains hydrolyzed silk for a silky feel, and jojoba seed oil for lasting softness.
- Volume / Price: 400mL ¥3,520 / 60mL (mini pouch) ¥715 / 800mL (refill) ¥4,950
Hita Treatment <Hair Treatment>
A moisture-replenishing hair beauty care treatment that smooths frizzy, rough curly hair to the tips. Contains hydrolyzed silk and jojoba seed oil.
- Volume / Price: 400mL ¥3,960 / 60mL (mini pouch) ¥770 / 800mL (refill) ¥5,720
Hita Oil <Hair Treatment>
A hair beauty care oil that seals in moisture while leaving hair feeling light and soft. Utilizes heat to repair damage. Contains hydrolyzed silk, jojoba seed oil, and macadamia seed oil.
- Volume / Price: 90mL ¥2,750
All prices are manufacturer's suggested retail prices (tax included).
Sustainable Packaging
All HITA products partially use biomass plastic (plant-derived) in their containers, reflecting a commitment to environmental consideration. Relevant product packaging features an original Takara Belmont mark indicating the use of environmentally considerate materials.
About the Name "HITA"
The name comes from the classical Japanese word "hita" (ひた), meaning "straight," "wholeheartedly," and "single-mindedly." It expresses a sincere dedication to addressing each person's individual hair concerns.
