Taking Japanese Hair Care to America: Our First Exhibition at “COSMOPROF NORTH AMERICA 2026” in Las Vegas

In July 2026, we exhibited for the first time at “COSMOPROF NORTH AMERICA 2026,” held in Las Vegas, USA. We wanted to see how the hair care products we have developed in Japan would be received by the American beauty market, and whether customers overseas would also appreciate the “value of the products themselves,” which we have always placed great importance on. This was a challenge to find the answers for ourselves. As visitors picked up our products and experienced how they felt when used on their hair, we made many new connections and discoveries.

Here, we would like to share what the exhibition in Las Vegas was like, along with what we experienced on site.

Our First COSMOPROF in Las Vegas

“COSMOPROF NORTH AMERICA 2026,” where we exhibited, was held over three days, from July 13 to 15, 2026, at the Mandalay Bay Convention Center in Las Vegas.

The venue brought together companies from across the beauty industry, including hair care, skin care, makeup, and nails. Many beauty industry professionals, including buyers and distributors from around the world, visited the exhibition.

The atmosphere was different from exhibitions in Japan. The three-day event began with a sense of anticipation about introducing our products directly to customers from overseas, along with the nervousness that comes with exhibiting for the first time.

[Photo: Outside and inside views of the exhibition venue]

Letting Visitors Try the Products in Person: Where Business Discussions Began

What we particularly valued at this exhibition was letting visitors actually use our products rather than explaining them only through brochures and other materials.

Printed materials alone cannot convey every feature of a product. Hair care products in particular have qualities that can only be understood through experience, such as how they feel on the hair and the finish they create.

At our booth, we introduced products mainly from the ReKERA series and explained how they felt to use and the results they produced while visitors handled them. We were able to hear a variety of responses from customers overseas to the product features that we have carefully developed and valued in Japan.

[Photo: Booth and product display]

The product that received a particularly strong response was “ReKERA Oil” from the ReKERA series. People who tried it shared comments about how it felt to use, such as “it doesn’t feel heavy for an oil,” “it isn’t too sticky,” “my hair feels light,” “it makes my hair easy to run my fingers through,” and “it gives a natural finish.”

ReKERA Oil was designed to help repair and protect the hair cuticle while providing a lightweight feel. It contains oils and other ingredients of natural origin and is designed to improve hair texture while helping provide shine and manageability.

What particularly impressed us was that people became interested in how the product felt even before we had explained its features in detail. Letting people try the product first and seeing their reactions directly was an experience made possible by exhibiting at the show.

Three Days of Direct Business Meetings with Overseas Companies

Business meetings with various companies continued throughout the exhibition. We met with 18 companies on the first day, nine companies plus two at the Buyer Lounge on the second day, and, on the final day, had the opportunity to speak with five additional companies as well as those we had scheduled meetings with in advance.

Over the three days, we were able to speak directly with people in various roles, including buyers and distributors from around the world. Visitors included not only companies looking for new products, but also distributors seeking new brands and business partners, and companies considering expansion into overseas markets, each with different objectives.

Among the visitors who had registered in advance, many companies were looking for new products, suppliers, and distributors. For us, the exhibition was a valuable opportunity not only to introduce our products, but also to hear firsthand what people in overseas markets, including the United States, are really saying.

A Finalist in the Hair Category of the COSMOPROF NORTH AMERICA Awards 2026

There was another special experience at this exhibition: we were able to present ReKERA Oil as a finalist in the “COSMOPROF NORTH AMERICA Awards 2026.”

Being able to present ReKERA Oil as a finalist at an exhibition attended by beauty-related companies from around the world was a significant experience for us. In addition to introducing the product itself, it gave people an opportunity to learn about us as a “Japanese hair care brand.”

Even products enjoyed by many customers in Japan are still not well known in the United States. That is why we felt it was so meaningful to let beauty industry professionals from overseas see our products in person and experience them for themselves.

[Photo: Products displayed along the main aisle of the exhibition venue]

A Different Approach to Business Meetings in America

At this exhibition, we learned a great deal not only from the responses to our products, but also about the differences between business customs and sales styles in the United States and Japan.

In Japan, it is often common to build relationships over time while carefully explaining product features and the company’s background. At overseas exhibitions, however, we need to communicate more concisely within a limited time: “What is this product?”, “What makes it special?”, and “Can it be introduced into our market?”

Pricing also requires a different way of thinking from that in Japan. Even when selling the same product locally, we have to consider various factors, including shipping, distribution, retailers, and marketing.

For this reason, we cannot simply assume that “if it sells well in Japan, it will sell well overseas too.” This exhibition reminded us that we need to consider not only product quality and performance, but also sales methods, pricing, and distribution systems suited to each country’s market.

Confidence That We Can Compete Through Product Quality

What we strongly felt at this exhibition was that “the strength of the product itself can help us compete in overseas markets, too.”

Of course, success in the American market is not guaranteed by this exhibition alone. There are still many things to consider when expanding overseas, including regulations, distribution, pricing, and sales methods in each country.

Even so, beauty industry professionals in the United States picked up our products, experienced how they felt to use, and shared their reactions directly with us. This was a major step forward for us.

The interest in ReKERA Oil’s lightweight feel, smoothness when running fingers through the hair, low stickiness, and natural finish gave us an opportunity to feel that the product development we have cultivated in Japan may also be appreciated in other countries.

Meeting Companies from Around the World

At COSMOPROF NORTH AMERICA, we were able to meet companies connected not only to the United States, but also to various other countries and regions.

Every conversation at the exhibition has the potential to lead to future overseas business. Not every conversation will produce immediate results, but we felt that meeting people overseas in person, showing them our products, letting them try them, and listening to their opinions are important steps in building our brand in international markets.

What We Gained in Las Vegas Went Beyond Business Meetings

Our business trip to the United States ran from July 7 to 17, 2026. Among its many experiences, exhibiting for the first time at COSMOPROF NORTH AMERICA 2026 was a major milestone for us.

The characteristics of the American market that we learned about through actual business meetings, the candid responses to our products from customers overseas, and the genuine reactions that come from letting people try a good product in person—regardless of differences in country or culture—were things we could not have learned by staying in Japan alone.

Through this exhibition, we experienced the challenges of “selling products overseas,” while also seeing the potential to bring the product quality we have developed in Japan to customers around the world.

From Japan to the World: Moving Forward One Step at a Time

Our challenge in Las Vegas is not the finish line. In fact, this is where the real journey begins.

Overseas markets have business customs, distribution systems, pricing structures, and approaches to marketing that differ from those in Japan. Rather than focusing only on adapting to overseas markets, we want to approach each market individually while preserving the principle we have valued in Japan: “improving hair through our products.”

We will cherish the connections we made at this exhibition and gradually bring Japanese hair care products, including the ReKERA series, to more people around the world.

It was an exhibition where we could clearly feel the potential for products born in Japan to cross the ocean and reach new customers.

We will continue to take on new challenges in the global beauty industry, rather than limiting our activities to Japan.