“Natural” that still performs

Many “natural” shampoos feel gentle but underperform — hair gets flat, rough, or hard to manage. NEMOTO was designed to remove that compromise: professional performance with a formula approach that stays as natural as it gets.

Scalp comfort & clarity — the bio-active approach

NEMOTO supports a healthier-feeling scalp environment by combining: • a modern scalp-comfort active (licorice-derived), • botanicals traditionally used for calm and comfort, and • a modern bio-active for clarity and balance. This is why many users experience a scalp feel that is clean, comfortable, and more stable over time.

Fuller feel — why hair can look more “alive” with continued use

NEMOTO includes lightweight protein support that helps hair feel stronger and more resilient. When hair is less weakened and less “collapsed,” it naturally holds more body and shape — creating a fuller-looking finish without heavy coating.

Why it’s color-friendly (salon-suitable cleansing)

Color-treated hair tends to feel rough or look dull when cleansing is too harsh. NEMOTO uses a modern gentle-cleansing base that cleans effectively while staying conditioning-friendly — which is why it’s positioned as color-safe and suitable for salon color routines.

Best results as a system (NEMOTO SHAMPOO+NEMOTO HYDRATOR)

For the best balance of scalp comfort + hair manageability, use NEMOTO SHAMPOO with NEMOTO HYDRATOR to replenish hydration after cleansing and keep the finish soft, light, and controlled.

ADVANTE NEMOTO SHAMPOO | Urban Haircare

Advante Nemoto Photos-05_edited_edited.j

ADVANTE NEMOTO SHAMPOO

Scalp Wellness AND Fuller Hair.

Science of Japan.

OFFICIAL RETAIL PRICE

900ML: SGD208

OFFICIAL RETAIL PRICE

900ML: SGD208

A professional, scalp-first shampoo that cleanses gently yet thoroughly — supporting a comfortable scalp environment while leaving hair feeling fuller, stronger, and easier to manage.

Instantly:

- Scalp feels clean and comfortable, not stripped

- Hair feels lighter at the roots, with better lift and body

- Hair becomes easier to manage (less frizz, less tangling)

With continued use:

- A more stable scalp feel (less “on/off” sensitivity patterns)

- Hair feels stronger and fuller, with more consistent shape and bounce

- Color-treated hair tends to look fresher for longer because the wash experience is more gentle and conditioning-friendly

Scalp Comfort & Clarity
Calmer scalp feel and a cleaner scalp environment over time

Fuller Feel: Volume + Body
Hair feels stronger, fuller, and easier to style — without heaviness

Color-Friendly Cleansing (Salon-Suitable)
Gentle cleansing that keeps hair soft and manageable — suitable for use during color services

Founder's Note:

Most shampoos in the market still force you to choose.

Scalp-care shampoos often focus so heavily on “scalp treatment” that they don’t feel as friendly for colored hair — either too clarifying, or leaving the lengths feeling rough and harder to manage.

Meanwhile, volume shampoos are built for lift and lightness, but rarely positioned as true scalp-care.

To me, this never made sense.
Why should scalp wellness and fuller hair live in separate categories?
And why can’t a shampoo that respects the scalp also be suitable for color routines?

That’s why I created NEMOTO SHAMPOO. Not to claim perfection — but to pursue a better balance that works in real life: a shampoo that supports a comfortable scalp environment while giving hair a fuller feel and staying color-friendly enough for salon routines.

— J, Founder of ADVANTE

Scalp Comfort & Clarity Support
Dipotassium Glycyrrhizate, Centella Asiatica Extract, Diglucosyl Gallic Acid, Calendula Extract, Chamomile Extract
Fuller-Feeling Hair: Strength + Body
Hydrolyzed Keratin, Hydrolyzed Soy Protein
Color-Friendly Cleansing System (Salon-Suitable)
Sodium Lauroyl Methylaminopropionate, Cocamidopropyl Betaine, C12-14 Hydroxyalkyl Hydroxyethyl Sarcosine
(+ supporting feel: Ceteareth-60 Myristyl Glycol)

Best results as a system: Pair with NEMOTO HYDRATOR after cleansing to replenish hydration and keep the finish soft, light, and more controlled.

Across the NEMOTO range (SHAMPOO / HYDRATOR / BUBBLE MASK), our formulas are designed to be clean and respectful:

Paraben-free
Ethanol-free
Silicone-free
Synthetic fragrance-free (no “Parfum” — scent comes from natural essential oils where used)
Colorant-free
Vegan-friendly (no animal-derived ingredients)
Cruelty-free policy: we do not test our finished products on animals, and we do not commission animal testing.

NEMOTO SHAMPOO is designed to be universally usable — especially if you want scalp comfort and better hair shape without relying on heavy conditioning.

Best for:

Fine to medium hair that gets flat easily but still needs softness
Color-treated hair that needs a gentle, salon-suitable cleanse
Anyone who wants a comfortable scalp (tightness, “sensitive after washing”, or oily-at-roots / dry-at-ends patterns)
People who want high performance, but prefer formulas that feel as natural as possible

LEARN MORE

“Natural” that still performs

Scalp comfort & clarity — the bio-active approach

Fuller feel — why hair can look more “alive” with continued use

Why it’s color-friendly (salon-suitable cleansing)

Best results as a system (NEMOTO SHAMPOO+NEMOTO HYDRATOR)

FAQ

Is NEMOTO SHAMPOO suitable for daily use?

Can I use it during or after hair coloring?

Is it suitable for fine hair? Will it make hair heavy?

Is it suitable for all hair types and all climates?

Do I need the NEMOTO HYDRATOR?