Twiggy's haircare series, "Twiggy your sanctuary," will finally be released at the end of September. This is the culmination of Miho Matsuura's long-held vision for her own haircare products, inspired by her encounter with organic beauty in the UK. This series, imbued with the significance of organic living—caring for oneself, those around you, and the environment—is a groundbreaking product that challenges conventional haircare by deeply understanding the essence of hair.

Q. Are these products also a "message" from you, Matsuura-san?

I was involved in product development as an Artistic Director at Aveda, and I received a very positive response. It made me realize that I had to take responsibility and have confidence, even though I am just one small person, because so many people gathered around my words.

Aveda's products, founded by Horst Rechelbacher, embodied his philosophy. I discovered Aveda about 18 years ago, and even with its limited product range back then, I could feel Horst's vision of "the Earth as he saw it" and "humanity as he saw it" in each product. Even without meeting Horst, I felt compelled to follow his lead, thinking, "If Horst says so, I'll go with it." It wasn't about being swept away by something grand; it was a "trust" that if this person said it, it must be true, even if they were working with a small team and limited resources. Through Horst's products, I experienced the feeling of moving forward with trust. That's why I felt such a strong conviction to create products that I, too, could trust.

For example, consider a "hair catalog" project. A hair catalog as a concept assumes that the style will suit everyone, right? But for me, every time I cut hair, I feel like I've created "haute couture for this person, in my own way." Of course, I incorporate my own current trends, but I also consider the client's preferences, creating a style that harmonizes both. I believe this is the true meaning of haute couture in fashion. The weight of intention differs when you're doing something for everyone versus something for an individual.

Q. Your interest in organic products led to this line, then?

My interest in organic began in London with a casual feeling of "it looks cool." Because I started from a light place, I believe it's essential to land in a substantial place. If floating in lightness is the essence of fashion, I think it will eventually fade away. I feel that grounding our proposals in reality is what we should be doing... That's why I felt the need to re-examine haircare products.



The "Twiggy your sanctuary" series includes shampoo, rinse-off treatment, and leave-in treatment. Each can be chosen according to hair type and scalp condition. The scents are all derived from carefully selected organic herbs. Under the guidance of specialized researchers, the blends of fragrances obtained from aromatherapists are fused, harnessing the efficacy and aroma of nature. Based on plant-derived ingredients, with a focus on safety and effectiveness, the inclusion of collagen and keratin—animal proteins derived from healthy fish and sheep's wool—supports shine, moisture, and hair strength.

Q. Why did you decide to focus on shampoo and treatment for the initial products?

It's just the "start" (laughs). If I tried to launch a full line right from the beginning, I might stumble (laughs). So, I decided to start with shampoo and treatment, which offer a sense of stability. While shampoo is an item that could be developed in multiple variations, I condensed it down to four types, resisting the urge to create too many options.

First is "Herbal Organic," made from 100% natural plant-derived ingredients. The other is "YUME Dreaming." Even with organic products, we desire pleasure. We've also prioritized plant-derived surfactants. In the future, I'd be delighted if we could link this to our own rice cultivation and create products that are "Made by Japan."

Q. What about the scents?

We use absolutely no synthetic fragrances or preservatives. The fragrances are made solely from 100% organic essential oils. The preservatives are also derived entirely from natural plant-based ingredients, which is why there's a limited shelf life. Stored in a cool, dark place, they last for 6 to 8 months (they are fine in the bathroom as long as the room temperature doesn't rise significantly during bathing). If refrigerated, they can be preserved for about 8 months to a year.

Q. Are the bottles also designed with sustainability in mind?

Because the products have a short shelf life, I thought we could use biomass (renewable organic resources). We've commissioned "Heiwa Chemical," a company that handles biomass, for manufacturing. They are a company that produces biomass with the environment in mind, so I want to support them. While they haven't produced containers for cosmetic products before, I hear a major corporation is watching to see if this is successful (laughs)... In other words, if this haircare series succeeds, Heiwa Chemical will also thrive.

Working with large corporations offers valuable learning experiences, but there's also the joy of realistically embracing the hope and dream that by working together, small entities can grow larger when each individual does their part with honesty. It's about building something substantial from a foundation of integrity.