What it is: A multi-benefit gentle shampoo that thoroughly cleanses hair for sixteen times smoother hair, plus instant and long-lasting frizz control.Hair Texture: Straight, Wavy, Curly, and CoilyHair Type: Fine, Medium, and ThickHair Concerns:- Frizz- Shine- Straightening and SmoothingKey Benefits: - Enhances hair shine and smoothness- Manages scalp health and leaves scalp balanced and healthy- Gently cleanses for intensely revitalized hairHighlighted Ingredients:- Ashitaba Extract: Supports scalp and hair health for less breakage and more softness and shine.- Ferulic Acid: Antioxidant that forms a shield around the hair to preserve vibrancy and strength.Ingredient Callouts: Free of parabens.What Else You Need to Know: This gentle shampoo is formulated with the rare, precious, Japanese-sourced ingredients ashitaba and ferulic acid. This silicone- and paraben-free shampoo intensely cleanses and removes product buildup while detangling for long-lasting frizz control, leaving hair sixteen times smoother and three times shinier. It is perfect for all hair types and supports holistic hair health.Clinical Results: When used as system of Ashita Supreme Shampoo, Mask, and Serum vs. non-conditioning shampoo:- 16X instantly smoother hair- 99% stronger hair- Instantly reduces breakageWhen using Ashita Supreme Hair Serum vs. non-conditioning shampoo:- Instant and long-lasting frizz control When using Ashita Supreme Shampoo vs. unwashed hair:- 3X instantly enhanced shine
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What it is: A multi-benefit gentle shampoo that thoroughly cleanses hair for sixteen times smoother hair, plus instant and long-lasting frizz control.Hair Texture: Straight, Wavy, Curly, and CoilyHair Type: Fine, Medium, and ThickHair Concerns:- Frizz- Shine- Straightening and SmoothingKey Benefits: - Enhances hair shine and smoothness- Manages scalp health and leaves scalp balanced and healthy- Gently cleanses for intensely revitalized hairHighlighted Ingredients:- Ashitaba Extract: Supports scalp and hair health for less breakage and more softness and shine.- Ferulic Acid: Antioxidant that forms a shield around the hair to preserve vibrancy and strength.Ingredient Callouts: Free of parabens.What Else You Need to Know: This gentle shampoo is formulated with the rare, precious, Japanese-sourced ingredients ashitaba and ferulic acid. This silicone- and paraben-free shampoo intensely cleanses and removes product buildup while detangling for long-lasting frizz control, leaving hair sixteen times smoother and three times shinier. It is perfect for all hair types and supports holistic hair health.Clinical Results: When used as system of Ashita Supreme Shampoo, Mask, and Serum vs. non-conditioning shampoo:- 16X instantly smoother hair- 99% stronger hair- Instantly reduces breakageWhen using Ashita Supreme Hair Serum vs. non-conditioning shampoo:- Instant and long-lasting frizz control When using Ashita Supreme Shampoo vs. unwashed hair:- 3X instantly enhanced shine
SKU
2-P516110
Brand
shu uemura
Category
beauty / hair-care / shampoo
Variants
1
Customer reviews
5.0
verified purchase
Incredible!!!
[I received this product in exchange for my honest review]
I’ve been loving this shampoo. It smells incredible and feels so luxe every time I use it. It cleans really well without stripping my hair, and my hair feels soft, smooth, and healthy right out of the shower. It leaves my scalp feeling fresh but not dry, and my hair looks noticeably shinier. Definitely one of those shampoos that makes wash day feel like a salon experience.
1/26/2026
4.0
verified purchase
Great shampoo!
This shampoo & conditioner is a great addition to my routine. After only 3 uses I am already seeing changes in my hair. I have very frizzy hair & this formula really helps with frizz. I always double wash. I have thin hair so I don’t use a lot of shampoo when washing but I do not recommend this for people with thick hair because you do need more than usual for it to foam properly. Same for the conditioner it isn’t thick enough and feels like you barley have any even with 6 pumps(only reason for the 4 stars). That being said, the results speak for themselves, in the pictures below I didn’t use any product, I only used Shu Uemura’s shampoo & conditioner and air dried my hair for all 3 comparisons. The smell is amazing and the frizz is gradually becoming less and less of a problem. Steep price but worth it in my opinion. I am not paid for this and I did not receive any free shampoo or conditioner for this review (although I wish I had considering the price) this is my honest opinion. My hair approves this duo.
12/22/2025
4.0
verified purchase
Fresh scent but not for dry hair
[I received this product in exchange for my honest review] Its a nice conditioner. Pretty light and doesn’t weight hair down. Might not
Be enough for dry brittle hair but for normal hair it will make it nice a soft without residue. The scent is unique and different but very pleasant. Overall its a pretty solid product if you donthave major dryness
11/25/2025
3.0
verified purchase
Ok
The scent was too much for me. I didn’t notice much diffrrrnce in my hairs frizz/texture after a few weeks of use. For price I would not purchase.
8/17/2026
5.0
verified purchase
Best shampoo i’ve ever tried. I have very dry and frizzy curls. Also i’ve noticed less hairfall after 2 uses only
6/1/2026
5.0
verified purchase
Love
[I received this product in exchange for my honest review] It made my scalp feel so clean made my hair bouncy and shiny lather was great a bit goes a long way my hair felt silky and it looks so pretty packing was cute
11/21/2025
4.0
verified purchase
Not bad
[I received this product in exchange for my honest review] I didn’t notice any significant changes in how my hair felt or behaved during washing or styling. This might be better suited for those with oily, fine to medium hair types.
11/14/2025
5.0
verified purchase
Must have trio
[I received this product in exchange for my honest review] It's gentle, effective, great scent & my hair feels healthy. I'd definitely recommend it to anyone struggling with dryness or frizzy 3B curls.
10/9/2025
5.0
verified purchase
Love the smell
I really like the Ashita shampoo! It has a pleasantly fresh floral-citrus scent that isn’t overpowering, and my hair feels soft and smooth after using it. It leaves my hair clean without drying it out — definitely one I’ll keep in my routine.
10/6/2025
4.0
verified purchase
[I received this product in exchange for my honest review] Suitable for thicker hair types, not as suitable for fine thin Asian hair. The packaging is sleek and looks expensive. Good value for money, product might weigh down your hair if it’s super fine
