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Essential Purify Aqua & Glossy: Intense Hydration for the Crowning Glory


KAO launches the new Essential Purify Moisture line, free from paraben, SLS, colourant and silicone*1 , for a fresher, healthier and extra hydrated mane.

Essential, Japan's best-selling hair care brand, adds new Essential Purify Aqua & Glossy Shampoo and Conditioner to its current line-up of silicone-free and nourishing hair care products. Achieve 40% more*2 Hydrating Power with Hyaluronic Acid for nourished, glossy and smoother hair. Formulated to tackle hair concerns like dry, dull hair and oily scalp.

Hyaluronic Acid, a common ingredient in many moisturising skincare products, is added to the new Essential Aqua & Glossy Shampoo and Conditioner to complete the hydration of the tresses. Regardless of hair type, Hyaluronic Acid has proven to help hair follicles lock in moisture, banish frizz, and potentially add volume to the hair. It can also be used as a scalp treatment as it helps to moisturise any flaky, dry, and itchy areas on the scalp, soothing and nourishing these dry spots that may result in unwanted hair problems.


Providing a thorough and deep cleanse with every use, the new Essential Purify Aqua & Glossy Shampoo ensures that oil, impurities and buildup of hair products are removed without stripping the hair and scalp of its natural oils. Scalp moisture is locked in for balanced, healthy and hydrated hair. Follow up with Essential Purify Aqua & Glossy Conditioner to seal in moisture, leaving hair feeling and looking hydrated, tangle free, and full of life.


Formulated with Essential's notable Japan Cuticle Care Technology, the new Essential Purify Aqua & Glossy Shampoo and Conditioner provides hair with a natural barrier by repairing, moisturizing, and protecting the hair cuticles that may have been damaged by the constant and long-term use of hair styling and colouring products, causing hair to look dry and dull.



The new Essential Purify Series Shampoo and Conditioner (S$11.90 each) are available from September 2022 at selected NTUC FairPrice and Sheng Siong outlets islandwide.

  • * 1 Applicable to shampoo only.
  • * 2 Compared to shampoo without moisturizing formula, using Essential Aqua & Glossy shampoo and conditioner keeps hair moisturized 40% more.

For enquiries, please contact:

Ms. Jessica Ashlyn Ong
Brand Executive
Kao Singapore Private Limited

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