“Cream Serum Shampoo” and “Cream Serum Hair Oil” 1st April 2025
Solve your hair and scalp concerns with one item! New cream shampoo “&Cream” containing raw beauty serum ingredients*1 will be released on April 1st
Supervised by the development team of the popular hair care brand “Honey” which uses honey to moisturize. Contains a rich blend of raw beauty serum ingredients*1 for a healthy scalp and beautiful hair.
V-CREA Inc. (Headquarters: President and CEO: Hiroyuki Kishino) has launched the hair care brand “Cream,” which addresses 10 concerns with one item. The brand will release “Cream Serum Shampoo” and “&Cream Serum Hair Oil” on Tuesday, April 1, 2025.
Development Background
Cream shampoos have been attracting attention again recently due to the convenience of being able to complete your hair care routine with just one item.
&Cream is a cream shampoo that is luxuriously formulated with live beauty serum ingredients*1, and was developed with the aim of creating an all-in-one hair care product that provides both easy hair care and beautiful hair at the same time.
A single item containing 10 carefully selected raw beauty serum ingredients*1 and a firming and resilience care mechanism addresses 10 everyday hair and scalp concerns*1. This time-saving beauty treatment combines shampoo, treatment, and hair pack in one step to care for healthy scalp and lead to beautiful, firm hair.
*1 Dryness care, firmness care, scalp care, odor care (fragrance), stickiness care, tangles care, frizz care, color care, dryness care, split ends care (damage)
*1 Tanakura clay (not washed or chemically treated), honey, royal jelly, water-soluble proteoglycan (all moisturizing, not heat-treated), Selenicereus costaricensis leaf/stem extract, placenta lipids (all moisturizing, skin conditioning, not heat-treated), water-soluble collagen (moisturizing, protecting, not heat-treated), keratin (wool), sericin (all repairing, not chemically treated), sodium hyaluronate (moisturizing, not chemically treated)
Product Features
■And Cream Serum Shampoo Moist/Smooth
*The image on the left is the moist type, and the image on the right is the smooth type
1.97% or more raw serum ingredients *1 + moisturizing ingredients *2
This all-in-one formula contains a luxurious blend of 10 types of natural beauty serum ingredients*1, aiming to achieve healthy scalp and beautiful hair with just one item.
*2 Excluding base, including water
- Adopting 10-in-1 beauty
Serum Shampoo can treat 10 concerns*1 with just one item. 10 types of natural serum ingredients*1 and a firming and resilience care mechanism treat each concern.
<10 problems that can be treated with &Cream>
Dryness care, firmness care, scalp care, odor care (fragrance), stickiness care, tangles care, frizz care, color care, dryness care, split ends care (damage)
- Mechanism of firming and resilience care
The three steps of “adsorption,” “moisturizing and conditioning,” and “repair and protection” will give you beautiful, bouncy hair.
・Step 1 Adsorption | The adsorbent ingredient raw clay*2 firmly absorbs dirt from the scalp
・Step 2 Moisturizing and skin conditioning | The moisturizing ingredient raw royal jelly*3 and skin conditioning ingredient raw plant exosomes*4 moisturize and condition the scalp to a healthy state.
・Step 3 Repair and protection | Repair ingredient raw keratin*5 addresses damage.
It coats your hair with the protective ingredient fresh collagen*6, leaving it bouncy and smooth to the touch.
*2 Tanakura clay (not washed or chemically treated)
*3 Royal jelly (not moisturized or heat treated)
*4 Selenicereus costaricensis leaf/stem extract (moisturizing, skin conditioning, not heat-treated)
*5 Keratin (wool) (not repaired or chemically treated)
*6 Water-soluble collagen (not moisturized, protected or heat-treated)
- 10 additive-free and free formulas
In pursuit of gentleness to the scalp and hair, we have adopted 10 additive-free formulas*3.
*3 Silicone, petroleum-based surfactants, mineral oil, parabens, synthetic coloring agents, sulfates (sodium laureth sulfate, sodium lauryl sulfate), PG, talc, synthetic antioxidants, animal testing (in products)
- Comes with an original spatula
Even if there is only a little left, you can use the included spatula to scoop out the cream shampoo and use it without any stress.
- Choose from two types of finishes
We offer two types so you can choose based on your hair type, preferred finish, fragrance, etc.
<Moist Features>
Collagen-derived cleansing ingredients*7 remove dirt from the scalp while leaving it moisturized. The gorgeous, sweet and elegant scent of rose assam tea.
<Smooth features>
The cleansing ingredient*8 derived from keratin thoroughly removes dirt from the scalp while leaving it smooth and silky to the touch. The delicate and soothing scent of jasmine white tea.
*7 Cocoyl hydrolyzed collagen K (washed)
*8 Cocoyl hydrolyzed keratin K (wool) (washed)
And Cream Serum Hair Oil Moist/Smooth
1.97% or more raw serum ingredients *1 + moisturizing ingredients *2
Like the shampoo, this luxurious hair oil contains 97% of 10 carefully selected raw beauty serum ingredients*1 and moisturizing ingredients*2. It is slightly heavy but blends well with hair, and both types have a non-greasy texture, so they can be used in any situation. It is a great plus-one item to quickly incorporate into your busy schedule, such as before using a hair dryer after towel drying at night, or when styling your hair before going out in the morning.
*2 Excluding base, including water
- Choose from two types of scent and finish
As with shampoo, we offer two types to choose from based on your hair type, desired finish, fragrance, etc.
<Moist Features>
Formulated with raw argan oil*10, it moisturizes hair all the way to the ends, and has a gorgeous, sweet and elegant scent of rose assam tea.
<Smooth features>
Formulated with fresh rosehip oil*11, it moisturizes and leaves your hair smooth and silky all the way to the ends. The delicate, soothing scent of jasmine and white tea leaves.
* 10 Argania spinosa kernel oil (not moisturized or heat treated)
*11 Rosa canina fruit oil (not moisturized or heat treated)
Environmental protection initiatives
“By using it, you and the earth become more beautiful.”
&Cream is working on four initiatives to become a brand that is kind to people and the earth. By using our products, we aim to create a system in which customers can also get involved in environmental conservation.
- Uses an environmentally friendly bottle
&Cream’s serum shampoo and hair oil bottles are made from 90% recycled plastic.
- One-step hair care that saves water and money
This single product combines in-bath hair care items that typically require multiple steps.
One-step hair care reduces the number of rinses, helping to conserve water and money.
- Biomass plastic spatula
The spatula that comes with the shampoo is made from biomass plastic derived from rice bran.
We reuse rice bran that would otherwise be discarded by adding it to plastic.
- Uses beauty serum ingredients made from upcycled raw materials
The “raw collagen*12” and “raw plant exosomes*13” contained in the raw beauty serum ingredients*1 are made from food and plants that would otherwise be discarded, and are recycled as beauty serum ingredients.
*12 Water-soluble collagen (moisturizing, protecting, and not heat-treated)
* 13 Selenicereus costaricensis leaf/stem extract (moisturizing, skin conditioning, not heat-treated)
Product Overview
■And Cream Serum Sham
poo Moist (left)/Smooth (right)
Price/capacity
3,450 BDT each / 450g
■And Cream Serum Hair Oil Moist (left)/Smooth (right)
Price/capacity
1,980 BDT each / 100mL
■And Cream Serum Shampoo (Refill) Moist (left)/Smooth (right)
Price/capacity
1,980 BDT each (tax included) / 400g
Release date/distribution
・Tuesday, April 1, 2025.
・Available from Wednesday, April 30, 2025
Cream
The more you use it, the more beautiful it becomes.
Gentle every time you use it.
Aiming to achieve both time saving and luxurious self-care,
&Cream was born.
Contains plenty of fresh beauty essence*4
Both hair and scalp are nourished.
The relaxing tea fragrance
We will be there for you during your busy days.
Enjoy a melting moment as your daily reward.
*4 Serum ingredients that have not been heat-treated or chemically treated.
Vicrea Inc. Company Profile
Vicrea is a cosmetics manufacturer that creates beauty with free thinking.
Founded in 2016, the company launched the honey beauty hair care brand “&honey” in 2018, which focuses on the 14% moisture content of hair, and in 2021 launched the night care brand “THERATIS”, which has won numerous awards including best cosmetics awards*5.
*5 As of the end of November 2024 (2019 to November 2024)
