RAFRA, a beauty brand developed by Rafra Japan Co., Ltd., has updated its brand concept. Built on a commitment to 100% natural essential oils and naturally derived ingredients, the brand is now moving forward as a "Healing Beauty" brand — one that aims to bring skin-soothing, hair-softening, and mood-easing care to everyday routines.
The Origins and Journey of RAFRA
Named after the French word rafraîchir (meaning "to revive, refresh, and invigorate"), RAFRA was born in 1999 with a philosophy of simple care: the idea that fewer products on skin is better.
In 2001, the brand launched its signature orange-scented "All-in-One Gel," followed in 2004 by the "Balm Orange" — a pioneer in the cleansing balm category. A full brand renewal followed in 2021, and in 2022, the "Oil Serum Cleansing" beauty oil cleanser was introduced. The brand has since earned numerous awards for its pleasant fragrance, comfortable feel, and gentle formulas, building a loyal customer base with high product repurchase rates.
From Simple Skincare to "Healing Beauty"
In spring 2026, RAFRA is evolving. Drawing on years of brand values, product development philosophy, and customer feedback, the brand is transitioning from a stress-free skincare brand into a "Healing Beauty Brand" — one that provides total care for skin, hair, and body.
For those who are always busy and on the go — RAFRA aims to offer a moment of relief through the refreshing and relaxing scent of natural orange essential oil, combined with naturally derived ingredients and sensory-pleasing textures. The brand's guiding concept, "healing beauty," captures the idea of beauty that comforts through fragrance.
RAFRA's Commitment to Natural Orange Essential Oil
Since the brand's founding, the connection between skin and mind has been at the heart of RAFRA. To express that connection, the brand chose natural orange essential oil as its signature ingredient.
The sweet, fresh scent of orange is uplifting and perfect for those moments when you want to refresh and relax. RAFRA uses no synthetic fragrances — only 100% pure plant-derived essential oils. This approach has expanded across skincare, hair care, and body care.
New Hair Care Series: Aroma Serum Shampoo & Treatment Moist
As self-care continues to gain attention, hair care products are increasingly expected to deliver not only gentleness, but also the comfort of fragrance and effective results. RAFRA's new hair care series is designed to achieve both, with a strict focus on naturally derived ingredients.
Alongside the relaxing scent of orange essential oil, the series achieves a high concentration of beauty serum ingredients — something considered difficult to accomplish with natural formulations — while maintaining a pleasant-feeling formula.
The new line is designed to transform bath time into a moment of restorative relaxation for those leading busy lives.
RAFRA Aroma Serum Shampoo Moist
**RAFRA Aroma Serum Shampoo Moist**
400ml — 1,980 yen (tax included)
100% natural essential oils
Healing orange scent — a fragrance that makes you want to take a deep breath
Balances the scalp environment prone to moisture and oil imbalances while intensively repairing hair damage. Rich lather washes hair smoothly, leaving it feeling soft and moisturized.
RAFRA Aroma Serum Treatment Moist
**RAFRA Aroma Serum Treatment Moist**
400g — 1,980 yen (tax included)
100% natural essential oils
Healing orange scent — a fragrance that makes you want to take a deep breath
Spreads smoothly even through damaged, dry hair, intensively repairing damage while locking in moisture — leaving hair glossy and manageable with heat-aided repair.
Free of: synthetic fragrances, synthetic colorants, mineral oil, petroleum-based surfactants, parabens, silicone (shampoo only), sulfates, and alcohol.
A Signature Healing Orange Fragrance
RAFRA's longstanding dedication to orange aromatherapy comes through in this hair care line. The scent was crafted to gently melt away tension the moment it fills the bathroom — a unique blend that highlights the appeal of orange, layered with complementary essential oils.
The "Healing Orange" blend weaves the freshness of orange and bergamot with the calm of geranium and ylang ylang — not too sweet, not bitter, but a scent that naturally invites a deep, relaxed breath. Every wash becomes a fragrant, soothing experience.
The Aroma Serum Shampoo Moist and Aroma Serum Treatment Moist officially launched on March 24, 2026, and are available at variety stores and select drug stores across Japan, as well as through the RAFRA official online shop.
