Meet Yuya - CEO of Hikota Hair

Me: I remember you told me your family started in haircare decades ago. Can you tell me a bit more?

Yuya: Yeah! So my great-grandparents opened a hair salon in Kanazawa back in 1946. Soon after, they started distributing beauty products to other salons—mostly Palm products at first. Now, the company distributes all kinds of haircare, like shampoos, conditioners, hair color—you name it—mainly to salons in Ishikawa, Toyama, Fukui, and even Tokyo and Osaka.

Me: And you’re the first generation taking it international?

Yuya: Exactly. Our main business is still distributing, but I wanted to try something different. Something for the U.S. market.

Me: How did that happen?

Yuya: Funny story! During a mentorship program in New York, my mentor said, “You should start your own thing in the States.” I hadn’t really thought about it, but the idea clicked. I love New York, the energy, the culture, and I thought...why not connect it with my Japanese roots?

Me: So the shampoo is basically a bridge between Japan and New York?

Yuya: Exactly. I wanted it to reflect Japanese craftsmanship, but also work for the hair types and habits in New York. People here wash less often, hair types vary, and they want volume and smoothness without stripping the scalp.

Me: How did you figure out what works?

Yuya: I did trials with friends and hairdressers in New York. One of the shampoos I found—San Nahoru—was amazing: silky hair, more volume, but just one step. I had it shipped over, let people try it, got feedback, and then worked with the factory to make an “American version.”

Me: And it works for a lot of different hair types?

Yuya: Yeah, that surprised me! Blonde, fine hair—it’s perfect. Even some curlier hair types. The secret? I don’t cut corners on ingredients. The water comes from Mount Fuji, the detergent ingredients are rich but gentle. It’s high-quality, really thoughtful haircare.

Me: So what’s next?

Yuya: We’re expanding! Living conditioner for damaged tips, scalp-cleansing shampoo for deep clean once a week, hair oils, even a fragrance candle so people can smell the shampoo before buying. I like to test everything with real people. Hairdressers, friends—they all give feedback that shapes the products.

Me: I love that. And what about life outside haircare...any favorite local spots?

Yuya: In Kanazawa, it’s Yasuke, a legendary sushi spot. In New York? Russ & Daughters—best bagels ever. It’s those little details in life that matter, right?

Me: Totally.

The takeaway? This isn’t just a shampoo. It’s a story, a connection between two cities, two cultures. And soon, you can be part of it through our upcoming group-buy—trying haircare that’s as thoughtful as it is effective.