KEMA Column
Are you standing in front of the drugstore shelf, or spending hours looking at review sites, only to end up choosing "the same one as before"? Choosing a shampoo is difficult not because there are too many options or because you lack knowledge of ingredients. It is because the order is backward. Before trying to choose a product, you must first put the "current state" of your hair and scalp into words. In this issue, we will introduce the KEMA method of choosing shampoo, based on Korean hair care philosophy.
It is not your fault that choosing shampoo is difficult
"Moist," "Smooth," "Damage Repair." The words lining the packaging are all appealing, yet none of them are decisive. The reason is simple: these are words describing the impression of the finish, not words that solve your problems.
For example, even with the same complaint of "dry hair ends," the shampoo you should choose changes completely depending on whether the cause is protein loss due to hair color or heat styling, or a disturbance in the scalp's sebum balance. The former requires repair, while the latter requires resetting the scalp environment. If you choose based only on finish-related buzzwords without looking at the cause, you will arrive at the most common outcome: "It's not bad, but it hasn't changed."
Korean philosophy: Look at the scalp before the hair
Korean hair care has a consistent philosophy. It starts with a fact that is obvious but often overlooked: "Hair is born from the scalp." The scalp care market in Korea has grown significantly, and pore care and scalp massage before shampooing have become daily habits precisely because this concept is firmly rooted.
Hair itself does not self-repair once it has grown out. Therefore, it is necessary to consider "care to repair the hair that has already grown" and "care to prepare the scalp for hair yet to grow" as separate matters. When choosing a shampoo, this is the first question you should ask: Is your concern about your hair, or is it about your scalp?
A 30-second shampoo self-check
You don't need a complicated checklist. Just by answering the following three questions, the direction you should take will be almost decided.
1When you touch your hair ends, they catch, feel dry, or have split ends
This is a sign of protein loss inside the hair due to coloring, bleaching, or heat styling. What you need is a "protein shampoo" that repairs as it washes.
2By evening, your roots feel sticky, have an odor, or fall flat
This is a disturbance in sebum balance, in other words, a scalp concern. What you need is a "scalp shampoo" that thoroughly removes sebum and impurities.
3You use styling products daily, your scalp is prone to instability, or you want to hit the reset button
There may be buildup that cannot be removed by daily shampooing. The Korean way is to add a "pre-shampoo" (scalp deep cleanse) 1–2 times a week.
Don't worry if you checked multiple boxes. In fact, many people have overlapping concerns, such as "damaged hair" and "oily scalp." We will introduce how to combine products in such cases below.
1. For damage, dryness, and split ends: Crema Shampoo
Hair that has been subjected to repeated heat styling or coloring gradually loses its internal protein, leading to hollowness. Crema Shampoo is a protein shampoo based on the concept of "replenishing what was lost while washing." It contains four types of proteins—keratin, silk, collagen, and wheat—and delivers them deep into the hair using advanced liposome technology. It is designed to achieve a smooth, manageable texture through hair density and elasticity, rather than relying on silicone.
2. For stickiness, odor, and lack of volume: Scalp Shampoo
A characteristic of scalp concerns is that they are harder to notice than hair concerns. Sticky roots in the evening, pillow odor, or top hair that seems to flatten more easily than before—these are all signs from your scalp environment. Scalp Shampoo is designed to thoroughly wash away excess sebum and impurities while retaining necessary moisture. It is formulated with consideration for delicate scalps after coloring or perms, and features a light mint scent for a fresh, clean finish.
3. For a weekly pore reset: Pre-shampoo
One of the habits firmly established in Korean hair care is "pre-washing" before shampooing. Daily shampooing is strictly for everyday cleansing. Use a specialized pre-shampoo 1–2 times a week to reset the buildup of styling products and sebum. KEMA's pre-shampoo has a low-irritation design and is suitable for sensitive scalps after salon treatments or for those concerned about sweat and odor. It is also gentle on the hands and skin, making it a great option for the whole family.
When in doubt, try a smaller size
After reading this far, some of you may think, "I think I have damage issues, but I'm hesitant to suddenly buy a ¥9,020 full-size bottle." I think that hesitation is justified. Shampoo is a matter of compatibility. That is why KEMA has prepared a way for you to try it out on a smaller scale first.
The trial set is a 3-step kit consisting of Crema Shampoo (the core of damage care), Crema Treatment Black (KEMA's highest moisturizing product), and a Leave-in Balm for the finish, each in 50mL sizes for about 7–10 days of use. You can experience the flow of the Korean-style care routine: "Wash, Nourish, Finish."
The Korean aesthetic passed on to KEMA
At the root of KEMA is the philosophy of order, balance, and harmony. Applied to choosing a shampoo, this means correctly understanding the current state of your hair and scalp (order), replenishing only what is lacking (balance), and maintaining care that doesn't skew toward either the hair or the scalp (harmony). We believe that following this quiet order is ultimately the shortest path, more so than any flashy marketing claims. May the time you spend standing in front of the shelf be a little shorter starting today.
Find the one that fits your "now"
Wash, nourish, finish. You can choose from the KEMA lineup based on your hair and scalp concerns.
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