idea!

理想を凌駕する。

Scroll

The best shampoo and treatmentever made in Japan has been born.

Story

Zero Compromise
on Hair Quality.

Ultimate fusion of Japanese hair care technology and aesthetic excellence. Pursuing only authentic perfect hair with zero compromise on active ingredients.
A premium level reached only by those committed to ultimate hair beauty.
Specifically formulated for those living in Hong Kong, the pinnacle of shampoo & treatment.

idea!
Taking your hair to achieve a level of unprecedented, overwhelming beauty.

Asia's No.1 Hair Damage Repair Brand idea!

HairRepair

掛ける

Anti-
Humidity

Protect and repair your hair from the ravages of humidity.

The One and OnlyShampoo & Treatment

Hair Repair begins from the moment of cleansing.

Wash and protect. Restore damaged strands from the inside out, no matter the external conditions.

Selected Ingredients, Overwhelming Concentration.

Formulated with a rich concentration of the premium ingredients. Beautiful hair starts here.

Made in Japan.

Products

idea! Shampoo

Repair Damaged Hair with Every Wash.

Low irritation is the standard with this next-generation shampoo, which combines outstanding moisturizing and repair properties. Using a natural-derived surfactant base, generously formulated with a triple-repair complex of silk, keratin, and collagen. It cleanses hair and scalp without irritation while repairing damage. An eco-friendly and body-safe shampoo formula.

  • Volume：500mL
  • Price：HK$700
Shampoo

Ingredients

Repair damaged hair through cleansing. Thoroughly protect hair from humidity.

We commissioned a specialised Japanese research institute to create an exclusive formula that initiates hair repair from the moment of cleansing, rebuilding damaged strands from the core. It provides a formidable shield against humidity-induced frizz and poofy, ensuring your hair remains flawlessly smooth in any weather. With each wash, it promises to repair damage and bestow beautifully supple hair.

Repairing

Cleansing

Moisturizing

Scalp Care

Anti-
Humidity

Cleansing Ingredients

The Pinnacle of Delicacy and Richness. Low-irritation gentleness and dense lather protect hair and scalp with every wash.

【Key ingredients】
Lauryl Glucoside (Coconut-derived)
Gentle cleansing suitable for sensitive scalps.
Cocamidopropyl Betaine
Creates a dense, rich foam that soothes scalp irritation.
Sodium Cocoyl Methyl Beta-Alanine/ Disodium Cocoyl Glutamate
An amino acid-based foam shampoo that removes dirt while retaining moisture.
Sodium Laureth-4 Carboxylate
Provides a perfectly balanced cleanse, leaving your hair feeling light and airy.

Repairing Ingredients

Formulated with Protein-Replenishing Components. Repairing structure from inside the hair. Reviving hair to its original state.

【Key ingredients】
Sodium Lauroyl Hydrolyzed Silk
Silk peptides enhance the shine and softness of hair.
Potassium Cocoyl Hydrolyzed Keratin (Wool-derived)
Replenishes keratin lost through bleaching, coloring, and straightening.
Potassium Cocoyl Hydrolyzed Collagen
Restores hair elasticity and strength.
Creatine
Supports the hair's internal energy metabolism, boosting hair volume and strength from the inside out.
Sodium Isostearoyl Lactate
A CMC-like ingredient that thoroughly repairs the hair cuticle down to the ends.

Moisturizing Ingredients

Revolutionary Technology that blocks dryness while retaining moisture. Achieving ideal smoothness and manageability.

【Key ingredients】
Betaine/ Raffinose/ Butylene Glycol/ Dipropylene Glycol
Anti-Humidity ingredients. Retain moisture in hair and scalp, thoroughly blocking dryness.
Polyquaternium-10/7
It provides a protective coating for the hair that significantly improves slip and detangling.
Steartrimonium Saccharinate
Anti-Static technology ensures long-lasting smoothness and control.
Polyglyceryl-10 Diisostearate
Creates a silky, touchably soft finish.

Anti-
Humidity

High-Gloss Shine & Ultimate Frizz Control. For Silky, Salon-Quality Luxury.

【Key ingredients】
Anti-
Humidity Palmitoyl Dipeptide-18
Intelligently reconstructs hair structure to restore elasticity and refine texture.
Fragrance & Alcohol
Indulge in a fresh and weightless luxury experience with our exquisite fine fragrance formula.
Polyglyceryl-10 Diisostearate
Creates a protective nano-coating for high-gloss shine and hygienic protection. Ensures a long-lasting, glass-hair finish。
Succinic Acid/ Pentasodium Pentetate
Balances pH and detoxifies metal buildup to restore natural vibrancy. Maintains hair in pristine, healthy condition.

Scalp Care Ingredients

Essential approach inspired by skincare. Beauty essence shampoo nurturing beautiful hair from the scalp.

【Key ingredients】
Dipotassium Glycyrrhizate/ Allantoin
Anti-inflammatory and soothing, suppressing itching and redness.
Anthemis Nobilis Flower/ Glycyrrhiza Glabra (Licorice) Root/ Calendula Officinalis Flower Extract
Natural anti-inflammatory and antioxidant extracts.
Tilia Cordata Flower / Centaurea Cyanus Flower/ Hypericum Perforatum Extract
Protects a sensitive scalp and promotes healthy blood circulation.
Laminaria Angustata Extract/ Ceramium Kondoi Extract
Minerals derived from seaweed help moisturize and strengthen the scalp.
Alpha-Glucan Oligosaccharide
Prebiotic for healthy scalp microbiome.

idea! Treatment

Deep Conditioning for Damaged Hair. Maximum Moisture and Brilliant Shine.

Exclusive formula providing intensive hydration and instant shine for dry, damaged hair. Selected moisturizing and repair ingredients combined with botanical extracts deliver smooth texture and perfect manageability.

  • Volume：500mL
  • Price：HK$700
Treatment

Ingredients

Repair, Protect, and Care. Perfected in a Single Step.

This is the ultimate collection of premium ingredients, destined to change the future of your hair. It provides internal repair to restore core strength and external protection to shield against heat, friction, humidity, and UV damage. It also includes scalp care ingredients to create a healthy foundation for hair growth. With every use, you get simultaneous repair, protection, and nourishment. This unique formula delivers intense moisture and shine while blocking all sources of hair damage.

External Protection

Internal Repair

Anti-
Humidity

Scalp Care

Internal Repair

Penetrates to the core of damaged hair to rebuild strength and flexibility from within.

【Key ingredients】
Anti-
HumidityPalmitoyl Dipeptide-18
Prevents hair hollowing, repairing even highly damaged hair from core while against humidity.
Anti-
HumidityZein
Easily adheres to hair, coating it and providing firmness. It also protects against UV rays and friction.
Hydrolyzed Silk PG-Propyl Methylsilanediol Crosspolymer
Silk-derived peptides deeply penetrate damaged areas, while silane polymers strengthen the internal structure, restoring hair's flexibility and elasticity.

External Protection

Creates a Multi-Defense Shield offering thermal protection against heat, friction, humidity, and UV rays.

【Key ingredients】
Anti-
HumidityRaffinose/ Butylene Glycol/ Pentylene Glycol
Anti-Humidity complex locks in deep hydration to eliminate frizz. Delivers a silky-soft, manageable finish instantly.
Aminopropyl Dimethicone/ Dimethicone/ Amodimethicone
Smart Targeted Repair bonds to damaged areas to seal split ends and stop breakage. Leaves a weightless, silky finish.
Poly (Butyl Cyanoacrylate)
Advanced Nano-Technology seals the cuticle for High-Gloss Glass Hair shine and hygienic protection.

Scalp Care

Resets the scalp environment and restores its ideal turnover rhythm. Unleashing a Healthy Hair Future.

【Key ingredients】
Dipotassium Glycyrrhizate
Precious skin-conditioning ingredient from licorice. Gently protects delicate scalp, calming inflammation while leading to healthy scalp.
Premium-Grade Botanical Blend
Anthemis Nobilis Flower/ Calendula Officinalis Flower/ Laminaria Angustata Extract、Saccharina Angustata/ Ceramium Kondoi Extract/ Hypericum Perforatum Flower/Leaf/Stem Extract etc.
Potent Botanical and Marine Algae blend deeply nourishes and hydrates. Revitalizes the scalp to promote optimal hair growth.

Recommended Hair Care Steps

  1. Step

    Pre-wash

    Rinse hair and scalp thoroughly with lukewarm water for 1-2 minutes to remove product buildup and excess oil. This process boosts shampoo lather and ingredient absorption.

  2. Step

    Shampoo

    Emulsify shampoo in palms before applying. Gently massage your scalp with your fingertips. The rich, gentle foam effectively cleanses while also protecting the scalp.

  3. Step

    Foam Mask

    Let the lather sit for 3 minutes. This 'Foam Mask' technique allows shampoo's active ingredients to deeply penetrate and repair the hair shaft while soothing the scalp.

  4. Step

    Rinse

    Rinse thoroughly for 3 minutes to eliminate residue. Proper rinsing helps maintain a healthy scalp and enhances the performance of your treatment.

  5. Step

    Treatment

    Gently squeeze out excess water. Apply from mid-lengths to ends, finger-combing to ensure every strand is saturated and detangled.

  6. Step

    Penetration Time

    Leave for 3-5 minutes, allowing repair and moisturizing ingredients to reach hair's core while forming protective film externally. Adding scalp massage enhances scalp care effects.

  7. Step

    Treatment Rinse-off

    Rinse gently with warm water to maintain smooth, lustrous finish.

  8. Step

    Blow-Dry

    After towel-drying, carefully blow-dry your hair starting from the roots. Hair protected from heat achieves a finish with body, strength, and shine.

Surpass the ideal.

Voice

Amazing how hair settles just from washing!

I felt deep hydration from the very first wash. My hair stayed smooth and manageable even the next day. It completely solved my problems with frizz and unruly hair.

40s, Female

I can have confidence in my hair even as I age.

I can feel moisture reaching deep into my hair, and I'm happy it stays manageable. My daytime style doesn't fall apart, maintaining the just-cared-for state for long. It's truly reassuring to maintain hair beauty even with age.

50s, Female

Can't go back to other shampoos!

I feel my hair becoming softer and smoother with each use. It stays manageable after blow-drying, significantly reducing morning styling time. The elegant fragrance providing relaxation effects is another pleasant point.

40s, Female

Hair feels revived with such shine!

I was worried about dryness and damage, but after continuing to use this, my hair has regained its strength and elasticity. The way it lifts softly from the roots feels amazing, and I get a little mood boost every time I look in the mirror. I could never go back to other shampoos.

50s, Female

The texture is really completely different!

After starting use, the hair texture, shine, and manageability were significantly different from previous treatments. My scalp also feels refreshed, providing me with a sense of luxurious daily care.

50s, Female

Finish that Surpasses the Ideal.

A Holistic Hair & Scalp Solution.
Delivering total repair from the inside out, this collection transforms your daily routine into an extraordinary ritual.

Experience the sublime, salon-exclusive finish at home.
We invite you to discover the difference in your own hair.