KEMA Column
How "Popular Hair" Differs Between Kanto and Kansai — Real Trends Observed at an Osaka Salon
I recently visited an Osaka salon that carries KEMA. Despite having only traveled a few hours by Shinkansen, the atmosphere, fashion, and most of all, the "hair" of the people on the street were completely different from Kanto. Why is there such a difference, when we are in the same Japan and looking at the same information on social media? I received some real-world insights that can only be found on the front lines, so I would like to record them here along with the trends for 2026.
Same Country, Different Vibes
The first thing I noticed when I stood in the streets of Kansai was the "brightness" of the hair. There are simply so many people enjoying high-tone colors. Upon closer inspection, many people had hair that had faded to a fluffy, light shade on the surface from sun exposure, with the ends appearing soft and slightly damaged. The strong sunshine of Western Japan combined with a culture that prefers bright colors—that was the moment I physically felt how these two factors create a "hair landscape" entirely different from Kanto.
The salon staff told me something even more nuanced. Even within "Kansai," the colors and nuances customers seek vary by region and individual shop. It seems that many people don't just blindly follow trends, but choose styles based on "what suits me" or "what feels like me." This difference in sensibility is also supported by data.
The "Subtlety" of Kanto — The Beauty of Subtraction
It is often said in the beauty industry that people in Kanto, especially in Tokyo, tend to care about "how they are perceived by others." They want to incorporate trends, but don't want to stand out from the crowd. That is why they prefer a "subtractive" style—one that looks ordinary at a glance but focuses on details like shine and a sense of effortlessness.
Popular styles actually include see-through bangs and soft layers that frame the face. It's a calculated "effortlessness" that looks like you haven't put in much work. Instead of flashiness, the core of Kanto's aesthetic lies in being elegant, clean, and glossy.
The "Individuality" of Kansai — Glamour and the Influence of the Sun
On the other hand, there is a trend in Kansai of preferring clear, defined makeup and a glamorous atmosphere. This isn't just about "liking flashiness," but because they value individuality over trends. It’s less about how popular something is and more about whether it suits them or feels like "them." The goal is a one-of-a-kind vibe that doesn't overlap with others. People ensure their hair is just as glamorous as their makeup. It is this environment that allows high-tone colors and voluminous, well-coiled styles to shine.
However, glamorous high-tone hair has a fate of its own. The lighter you go, the more the internal structure of the hair is compromised, making it more susceptible to UV rays. The "hair that had faded only on the surface" that was noticeable in the streets of Kansai was exactly the result of that. The more you achieve your desired look, the more important care becomes. Glamour and damage always go hand in hand.
What are the truly popular colors in 2026?
So, what colors are actually being chosen now? Based on surveys of hairstylists and observations in salons, the keywords for the spring/summer of 2026 are "transparency, softness, and complexion." The craze for flashy, high-tone hair is subsiding, and interest is shifting toward soft, nuanced colors that can be enjoyed even without bleaching.
Specifically, popular choices include milk tea beige that tones down yellowness, dull pink blended with beige or brown, and olive/mocha tones that neutralize redness for a sophisticated look. All of these colors add brightness while blending with the skin tone and maintaining elegance. The current sentiment of "I want to go lighter, but I don't want to damage it" and "I don't want to be too flashy, but I want to look chic" is reflected directly in these color choices.
Why the same styling product yields different results
I heard something very interesting in the field about this. A certain styling product is popular in Kanto for creating "natural, beautiful curls," but is avoided in Kansai because people say it "makes the perm feel heavy and stiff." Why does the evaluation of the same product end up being the exact opposite?
The answer lies not in the product, but in the condition of the hair itself. Hair damaged by high-tone dyes, bleach, and UV rays becomes "porous," with a hollow interior. Because it struggles to retain moisture and oil, the styling product doesn't blend into the hair but sits on the surface, making it look wet and heavy. For the lighter, damaged hair often seen in Kansai, this easily leads to a "clumpy and stiff" feeling. On the other hand, for hair with relatively less damage, the same amount blends in smoothly, resulting in natural curls.
Furthermore, the high humidity of Kansai—especially in Osaka—during summer adds to the factor of curls looking heavy due to moisture. And one thing that is often overlooked is the amount used. Since damaged hair will appear heavy even with a small amount, using the same quantity as you would for healthy hair is already too much. In other words, many "mismatches" are not caused by the quality of the product, but by a mismatch between hair texture and application method.
The Choice of KEMA CD Serum — "Blending" Instead of "Setting"
Understanding this "difference in finish" reveals the personality of KEMA's curl serum, "CD Serum." CD Serum is not a product designed to rigidly fix and hold hair in place. It is a lightweight serum that aims to "bring out the waves or perms where you want them, without flattening the areas you don't."
Using a silicone-free, natural oil base, it gently wraps the hair while refining the contours and shine of the curls. You can apply it thinly at the roots to leave a sense of volume, and it doesn't get hard even after drying. That's why it easily fits those days when you want to enjoy natural curls that aren't overdone, or for hair where you want to keep the volume soft. Especially when used on hair that has begun to lose its body or volume with age, it excels at providing a natural finish without looking like you've "heavily styled" it.
Conversely, it might feel underwhelming on days when you want to strongly define strands or achieve a rigid, set look. That is because the serum is designed to lean towards "natural." As the name implies, it is a "serum" that gently cares for the hair, providing shine and moisture while simultaneously organizing the movement of curls. It is a styling product that allows you to finish naturally while caring for your hair. It doesn't harden it into a stiff cast; instead, it shines when used to enjoy "un-done" curls while nurturing the hair. For this reason, there is a small trick to how you apply it. At the end of your styling, spread a very small amount on your palms and work it from the ends toward the mid-lengths. Don't apply a lot at once; add it bit by bit if needed. By using this "subtraction" method, CD Serum best shows off its original natural texture. After caring for your hair with leave-in treatments or oils, add movement and shine as a final touch with CD Serum. Simply following this order will change how well it blends.
Which one is your hair closer to?
If your hair is feeling a bit tired from Kansai-style high-tone colors, prioritize internal repair and hydration to build a solid foundation first. As for styling products, the motto is "don't over-apply"—a small, light amount is the right answer. If your hair is more Kanto-style and natural, leverage your original texture by adding just a pinch of shine and effortlessness. What is common to both is that "knowing the condition of your own hair" is the shortest path to success.
Trends can be a reference, but they are not the answer. Just as the "right answer" differs between Kanto and Kansai, the right answer for your hair is something only your hair holds. The important thing is not to trace trends, but to nurture your hair into a style that suits you while engaging with it. I felt this anew during my salon visit.
The Korean Aesthetic Inherited by KEMA
What KEMA values is order, balance, and harmony. Rather than decorating strongly, it is about assessing the condition of the hair itself and adjusting it to the perfect balance. Just as "suitable hair" differs between Kanto and Kansai, every individual's hair has its own unique equilibrium. By delivering ingredients deep into the hair with advanced liposome technology and adjusting it from within, we hope that KEMA's craftsmanship serves as the foundation for finding "your own answer." Rather than being swayed by trends, know your hair and enjoy it in your own way. I would be happy if KEMA could gently support that first step.
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