„You. Intensified.” with Syoss – the 2025 relaunch opens a new intense chapter in the brand’s story

Syoss proudly marks a new chapter under the signature “You. Intensified.”, with a major relaunch that reconfirms the brand’s mission: to deliver professional performance at every stage of hair transformation. With a constant commitment to innovation, Syoss puts the consumer at the center of attention.

Starting from users’ expectations and perceptions, the brand amplifies its strengths and promises a truly intense hair experience – designed to encourage people to live every moment with more depth. Keeping its Japanese roots and looking to the future, Syoss proposes an updated design and a captivating campaign, set in a dark sensory universe, where the senses come to life.

With this relaunch, Syoss redefines the set of fundamental values ​​that underpin the brand and sets the direction for 2025 and beyond:

Professionalism: “We are guided by the power of knowledge!” With over 45 years of experience in the hair industry, Syoss has the know-how to create innovative formulas designed to impress with professional performance. We work together with experts who know that beautiful hair is not a random result, but the fruit of a professional approach – which gives hair the power to generate memorable moments.

Intensity: “We light up life with a touch of magic!” Living intensely means savouring every moment. For this reason, Syoss formulas are created to offer a profound experience, including carefully selected ingredients that amplify the overall effect. Our aim is to offer a complete sensory experience, giving your hair depth, vibrancy and character – all inspired by the energy of the new Syoss Intense universe, to help you live with more passion.

Confidence: “Always beyond limits!” There is always a reason for perfect hair – and even when there isn’t, we are ready. Why? Because we have complete confidence in the quality of our products, their performance and, above all, the way they make you feel. Syoss doesn’t change who you are – it intensifies your uniqueness. With products that deliver real results, confidence becomes a natural extension of your hair.

Intense products Professional performance is at the heart of the Syoss relaunch. Each product delivers salon results at home – thanks to carefully selected ingredients designed to support effective coloring, deep care and impactful styling. Whether we are talking about intense hydration, vibrant colors or sophisticated hairstyles, Syoss offers solutions for every need of your hair.

At the heart of the new Syoss range is the updated Keratin range, which contains the highest concentration of keratin in the brand’s history – for visibly healthier, stronger and shinier hair, regardless of its type.

Color. Intense.

The new professional coloring products offer up to 100 days of color intensity and complete coverage of gray hair, thanks to an advanced cream-based formula. Additionally, keratin supports stronger hair, and the new deep care mask nourishes freshly colored hair.

Care. Intense.

The Intense Keratin hair care range, with Keratin Fortifying Complex, repairs brittle and damaged hair, making it up to 20 times more resistant, acting from the inside out.

Style. Intensified.

For bold and flawless styling, all Syoss products combine professional performance with active care: niacinamide and panthenol strengthen the hair, and refined fragrances ensure a memorable, long-lasting olfactory experience.

Intense design

The new visual identity of Syoss introduces an intense, sensory world – a symbol of transformation and depth, which refers to the Japanese roots of the brand. The new product design reflects this spirit, with the consumer at the center of the experience. The vertical logo, inspired by the traditional Japanese writing tategaki, creates a distinctive presence. In addition, the Ensō graphic feature, taken from Zen art, pays homage to Japanese philosophy: a hand-drawn circle, symbolizing balance, elegance and the beauty of imperfection – representing movement, evolution and the power of transformation.

Intense expertise

Kiyoko Odo, Syoss Creative Director and renowned hairstylist, supports the brand’s vision with her international expertise. Inspired by trends in hairstyling, fashion and lifestyle, but faithful to Japanese traditions, Kiyoko outlines a new hair language – one that is deep, expressive and intense.

“Joining the Syoss team was a deeply moving experience – it brought me back in touch with my childhood in Japan. This relaunch resonates with me more than ever, as it reflects the heritage and professionalism that define the brand. I am excited to contribute to this new chapter and I can’t wait to take the intensity of Syoss further – into the lives and attitudes of consumers.”

“Enter the Intense” Campaign

“You. Intensified.” thus becomes the manifesto of a confident transformation, a place of refinement, mystery and the power to express yourself. The campaign captures the moment when you enter the Syoss black universe – a sensory experience that triggers a profound, celebratory transformation. “You. Intensified.” is Syoss’ promise that your hair will radiate confidence and intensity.

About Syoss

Syoss is the brand that brings professional innovations directly to consumers’ homes. With a complete care, coloring and styling portfolio, Syoss offers salon results at home, inspired by the latest global trends. Launched in Osaka in 1977, Syoss combines Japanese aesthetic tradition with the science of performance. Since its international launch in 2008, the brand has distinguished itself with effective formulas, high-quality ingredients and refined design.

About Henkel

Henkel holds leading positions in international markets in both the industrial and consumer areas. The Adhesive Technologies division is the global number 1 in adhesives, and Consumer Brands covers key segments such as hair care and home care. Henkel’s strongest brands include Loctite, Persil and Schwarzkopf. In 2022, Henkel reported sales of more than 22 billion euros. With a history of almost 150 years, Henkel remains true to its values: innovation, sustainability and responsibility towards future generations.