Japan's Mandom is launching NatureLab Tokyo scalp care solutions in Singapore

Japanese personal care giant Mandom is launching NatureLab Tokyo in Singapore, seeking to tap into the demand for clean, natural and ingredient-led scalp care solutions.

Founded by Rosa Takagi in 2017 and first launched in the US, the Japanese brand has since become a scalp care expert, harnessing the benefits of plant stem cells through its proprietary PhytoCellTec technology to "address hair issues at a cellular level". All of its products contain "scalp care ingredients" such as argan extract and bamboo extract.

The brand will launch three shampoo and conditioner ranges in Singapore, targeting issues such as damage, frizz and lack of volume, and also launching the best-selling 2-in-1 Scalp Scrub + Shampoo, which contains grape extract, hyaluronic acid and platinum fibers.

The brand is distributed in Singapore by Japanese personal care giant Mandom, which has also developed hair care brands such as Galsby and Lucido. The team behind NalureLab Tokyo is no stranger to the haircare market in Singapore, having previously established its sister brand Moist Diane in the region.

Mandom Tokyo NalureLab brand director Zheng Jingjing said that in addition to the interest in scalp care, haircare consumers are also responding more strongly to brands and products with ingredient-led stories. We wanted to introduce a brand that is more suited to modern lifestyles. This means environmentally friendly, sustainable products with a focus on the scalp.

Despite strong consumer awareness and interest in scalp care products, Zheng observed that consumers’ general understanding of scalp care products is surface-level at best. “For example, consumers may say they don’t want sulfates in their products, but they don’t know why they should avoid them,” she said. “Compared to skin care, consumer awareness of hair and scalp care is still in its infancy, and I don’t think scalp care is as intuitive as skin care. At Mandom and NalureLab Tokyo, education is key. Through education, we give consumers confidence.”

In conjunction with its entry into the Singapore market, the brand also partnered with its key retailer Watsons to host a physical event to bring the brand face-to-face with consumers.

In addition to educational content and physical events, the brand will focus on building a presence online, especially on platforms like TikTok and Instagram. "If you search for NatureLab Tokyo on TikTok or Instagram, you'll find a lot of content focused on recommendations. Word of mouth is very important for the brand. That's what we do in the U.S., and we want to replicate it here," said Zheng. "Brands can't rely on education alone. Consumers want to know the effects of the product, and they want to see the before and after results. We will put a lot of effort in this regard and strive to become a reliable resource for consumers to feel more confident about their hair."