Men's hair cosmetics brand RETOUCH (レタッチ) is now available in mini sizes at FamilyMart convenience stores. FamilyMart-exclusive mini-size products began rolling out to approximately 1,920 stores across Japan from April 24, 2026 (Friday).
RETOUCH started as an e-commerce brand and has grown into a hair styling and care line built around the concept of "just-right grooming for adult men." The move into FamilyMart — a familiar part of daily life for millions of people throughout Japan — is intended to make it easier to come across the brand during commutes, everyday errands, or casual shopping trips.
Launch Details
- Available at: FamilyMart, approximately 1,920 stores nationwide
- Start date: Rolling out from April 24, 2026 (Friday)
- Products: FamilyMart-exclusive mini-size RETOUCH hair styling and hair care series
The FamilyMart lineup includes six mini-size products:
- WAVE -HAIR WAX- mini
- WAVE GEL mini
- GREASE mini
- BALM SOFT MUSK mini
- CARE MILK mini
- STYLING OIL mini
Note: Availability may vary by store.
From Online Retail to Everyday Convenience Stores
RETOUCH started in e-commerce and has since expanded to major department stores including Isetan Shinjuku Men's, Hankyu Men's Tokyo, and JR Nagoya Takashimaya, as well as popular hair salons across Japan, and more recently Loft.
The addition of FamilyMart as a sales channel reflects the brand's aim to be available "when needed, where needed, in the form needed." The compact mini sizes are suited to people who want to try out a hair styling product for the first time, or who simply want a convenient option to pick up on the go.
About RETOUCH
RETOUCH is a men's hair cosmetics brand that launched in 2021, developed by hair stylists and media professionals. It targets men in their late 20s to 30s and covers hair cosmetics as well as apparel.
The brand's flagship product, the hair wax WAVE -HAIR WAX-, was co-developed with "fifth," a popular men's perm salon chain with 17 locations centered around Shibuya. The product was developed to allow anyone to recreate a professional finish while also meeting the sensibilities of adult men.
RETOUCH's social media accounts have surpassed a combined 1 million followers, which the brand uses to stay in tune with the real concerns and preferences of its target audience. This feedback-driven approach to product development, combined with professional expertise from the hair salon industry, underpins the brand's product lineup.
