In recent years, beauty devices and hair care products have evolved beyond being defined purely by “function.”

Drying, styling, caring for hair — the question today is how these everyday actions can be transformed into moments of emotional uplift. What beauty brands are increasingly being asked to design may not simply be products, but the experience of beauty itself.

photo by ©FASHION HEADLINE
ReFa has launched a new project, “ReFa BEAUTY SHOWCASE with MISAMO,” at its flagship store ReFa GINZA. During a preview event held on May 19, the brand unveiled a new creative film produced together with MISAMO, the MUSE of ReFa’s hair care category.

photo by ©FASHION HEADLINE

Redefining the Time Spent Caring for Hair

The newly released film expresses ReFa’s vision for a new kind of hair care experience. Rather than simply portraying beautifully finished hair, it depicts the very act of caring for one’s hair as a process connected to discovering personal beauty and identity.

photo by ©FASHION HEADLINE
At ReFa GINZA, the venue itself was transformed into an immersive space where MISAMO’s aesthetic world intersected with ReFa’s beauty philosophy. Through installations including photo walls, original photo print booths, and professional hair arrangement experiences, the space elevated itself beyond retail into a fully realized experiential beauty environment.

What stood out most was the way hair care products were presented not merely as beauty devices, but as objects tied to lifestyle, emotion, and atmosphere.

The Shared “Mood” of MISAMO and ReFa

Collaborations between beauty brands and artists are no longer unusual. Yet this project feels distinctive in the way it shares not simply visuals, but an entire mood and sensibility.

MISAMO’s refined femininity, quiet strength, and contemporary elegance naturally resonate with ReFa’s recent “VITAL BEAUTY” philosophy.

photo by ©FASHION HEADLINE
Rather than positioning beauty as transformation, the project frames it as something that subtly elevates everyday life. That sensibility has also become emblematic of today’s luxury beauty market.

photo by ©FASHION HEADLINE

Expanding Hair Care Through Color

The presentation also introduced a range of new products and limited color variations.

ReFa BEAUTECH DRYER SMART W Price: ¥40,000 (tax included)
Courtesy of ReFa
Three new colors — M Pink, M Mint Green, and M Purple — were added to the “ReFa BEAUTECH DRYER SMART W.” The same color palette was also introduced for the “ReFa STRAIGHT IRON PRO” and “ReFa FINGER IRON ST,” bringing the experience of choosing beauty devices closer to selecting fashion accessories.

ReFa STRAIGHT IRON PRO Price: ¥23,000 (tax included)
Courtesy of ReFa
New products including “ReFa MARQUISE SINGLE” and “ReFa HEART MIRROR TWIN” also debuted. Among them, the “ReFa HEART MIRROR TWIN” stood out for combining the practicality of a slim stainless-steel mirror with an object-like sculptural beauty.

ReFa HEART MIRROR TWIN Price: ¥6,600 (tax included)
Courtesy of ReFa

At the venue, the three distinct colorways were displayed together, emphasizing not only functionality, but also the emotional pleasure of owning beauty tools.

ReFa MARQUISE COMPACT Price: ¥9,350 (tax included)
Courtesy of ReFa

From “Using” to “Experiencing”

In today’s beauty market, what matters increasingly is not only the product itself, but the kind of time people spend with a brand.

“ReFa BEAUTY SHOWCASE” feels symbolic of that shift. Hair care, spatial design, color, music, artists, and immersive experience all intersect here, collectively redefining the very act of caring for one’s hair.

What ReFa is proposing may no longer be simply beauty appliances, but a lifestyle designed to refine the senses themselves.