Before you meet your oshi,
make even your hair cute.
Start your "beauty prep" for
KEMA special days
Concerts, handshake events, photo sessions—
in anticipation of that day, that very moment.
A new hair care habit, starting the day before.
On the morning of a concert, while holding your hair iron,
have you ever thought, "I wish I had started caring for my hair sooner"?
On the day you finally get to meet your favorite idol,
you want to express a special version of yourself from head to toe.
With your fashion, your makeup, and your hair, too.
The "beauty prep" KEMA proposes is an expression of love for your hair,
carefully built up a little while before the big event.
The habit you start today will transform how you feel on that day.
Why "preparation" matters
Why "preparation" mattersBeautiful hair cannot be achieved with care only on the day of. The cortex inside your hair is damaged little by little through daily bleaching, coloring, and heat styling. Once the cuticle on the surface peels away, your hair becomes dry, loses its shine, and becomes difficult to manage, no matter how much you iron it.
That is why the concept of "preparation" is necessary. By beginning intensive care three days to a week before the big event, nourishing ingredients penetrate the damaged areas, making styling significantly easier. When hair is moisturized from within, the hold of your curls and that silky-smooth texture change dramatically.
✦ Illustration — Hair Structure
Use it all during this one week.
KEMA Luxury 7-Day RitualA week to lavishly use KEMA’s luxury lineup for your special day. From shampoo to scalp care and leave-in treatments—each item plays its role, and you can feel your hair changing day by day. Enjoy a luxurious hair care routine that will have you looking forward to who you'll be in 7 days.
Scalp Reset
The day to set your foundation. Choose your favorite.
Simple Start
¥9,570
Apply from scalp to ends before shampooing. The first step to lift away impurities and maximize the penetration of your subsequent treatments.
Deep Reset
¥9,020
Repairs while cleansing with a liposome formula. The core routine item that sets your base with every wash.
Intensive Repair
Two days of thorough repair from within.
For Damaged Hair
¥11,990
Delivers professional-grade repair ingredients to the core of your hair using liposomes. The ultimate choice for those concerned about damage and dryness.
For Light Finish
¥8,360
For those who prefer a soft, airy finish. Easily absorbed even by fine, thin hair, leaving it gently tamed.
Scalp Nutrition
"Your scalp is part of your face"—nourish your scalp like a serum.
¥9,020
Apply directly to your scalp every night. Carefully treat dryness and clogged pores to maintain a healthy scalp environment. This step of providing nutrition with a serum will manifest in the volume and shine of your hair on the big day.
Before Dry
Before drying. Prep wet hair after towel drying.
After towel drying to remove excess water, the key is to apply before you blow-dry. This protects hair from heat while locking repair ingredients inside, dramatically improving the finish and longevity.
Bestseller
¥4,290
A high-repair leave-in treatment. Apply to towel-dried hair before drying to eliminate frizz and create manageability. Our flagship #1 ranked item.
Leave-in
¥5,500
A lightweight leave-in type that tames without weighing hair down. Apply after towel drying to suppress dryness and spreading while shielding against dryer heat. Features a non-sticky finish with manageability that lasts until the next morning.
Grand Finale
The final touch of the 7-day ritual—for hair that catches the light.
Choose based on your desired style for the finish on dried hair. Both will help keep your hair radiant until the day you meet your oshi.
For Glossy Straight
¥5,940
A finishing oil to apply with your fingers from the tips of dried hair. Provides a wet-look shine that lasts until the next morning with a light feel, perfect for straight or tied hairstyles.
For Curl Keep
NEW
¥4,620
An oil serum that keeps curls beautiful for a long time. Recommended for those who want to create curled or wavy styles. It prevents curls from loosening or frizzing, maintaining your ideal style until the moment you meet your "oshi" (idol/favorite).
"I want to be more beautiful because I'm going to see them."——
KEMA fully supports that sentiment.
The "5-Step Completion Routine" for the Morning Of
Morning-of styling routineAfter 7 days of preparation, your hair is already on standby. Don't rush on the morning of the big day; let's finish it with these 5 steps. Well-prepped hair makes a dramatic difference in how well the iron takes and how long the style lasts.
-
1
"Dampen and Tidy" instead of a morning shampoo
In the morning, there’s no need to wash your hair again; simply dampening it lightly with water and tidying it with your fingers is enough. The remaining oil from the previous day will create a natural shine.
-
2
Style that defies heat with the Moist-Heat Iron DBST-24 + Penta S Oil
KEMA's pride, the Moist-Heat Straightening Iron DBST-24 (¥60,500), is designed to release water vapor while styling, which helps reduce damage to the cuticle compared to dry heat. Furthermore, by applying Penta S Oil (¥5,940) to your hair before styling, the heat-resistant oil components will protect your hair from the inside out, further enhancing the shine and longevity of your style. This pair is the ultimate combo for your big-day styling.
-
3
The correct way to iron is "Low Temp, Slow Motion"
Instead of styling quickly at high temperatures, moving the iron slowly in one direction at 180–220°C produces more beautiful curls and better holding power. With well-prepped hair, you can style safely even within this temperature range.
-
4
Finish with hair oil
After styling, work a small amount of KEMA hair oil into the ends and mid-lengths to achieve that "fresh from the salon" wet-look shine. Choose Penta S Oil (¥5,940) for straight styles, or CD Serum (¥4,620) if you want to keep your curls defined. Pick the one that suits your style.
KEMA Items for Your Pre-Event Beauty Routine
Recommended KEMA itemsIntroducing KEMA's special lineup, indispensable for your "Oshi-katsu" preparations. Understand the role of each and incorporate them into your 7-day routine.
No.1 Bestseller · Leave-in
KEMA
Miracle Bond Balm
Our #1 ranked bestseller. The light balm texture gathers the ends, adding shine and suppleness. Perfect for your final day of prep.
¥4,290
Intensive Repair · Treatment
KEMA
Crema Treatment Black
A professional-grade treatment using liposome technology to deliver repair ingredients deep into the hair. Essential for those concerned about damage during their 7-day prep.
¥11,990
Daily Care · Shampoo
KEMA
Crema Shampoo
A rich, dense-lather shampoo designed with the concept of "skincare for your hair." The liposome formula repairs while it cleanses, setting the daily foundation.
¥9,020
Finish · Hair Oil
KEMA
Penta S Oil
For finishing from the night before to the morning of. Features light penetration and high shine-enhancing properties. Perfect for the final step recommended in this column: "sealing with oil."
¥5,940
New Item · Hair Serum
KEMA
CD Serum
A column-recommended finishing item meant to be layered over oil, "sealing with serum." Enhances shine longevity and maintains a wet-look radiance.
¥4,620
Special Item · Iron
Moist-Heat Straightening Iron
DBST-24
A professional iron that embodies KEMA’s "moist-heat" philosophy. It styles while protecting the cuticle with water vapor, allowing you to finish your prepped hair while keeping it protected from damage.
¥60,500
The day you get to see your favorite person may not come often in a lifetime.
That is why, for just that day—I want to be perfect down to the ends of my hair.
That's why KEMA exists.
Start Your Preparation
Ready for your next event?
Let KEMA help you create your special self.
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KEMA HAIR CARE
Korean beauty philosophy, for your daily hair care.
KEMA's hair care series is inspired by Korean beauty philosophy. With a focus on high-quality ingredients, this lineup naturally integrates into your daily habits.
