Skin has its natural ability to be healthy and beautiful.
What we can do is to provide only the essentials it needs.
Assisting the natural healing power and never beyond.

25 years after our establishment, we are advancing the
idea of “Simple Care”, which we have always valued highly.
We have named our basic skincare line as “pure roots”.
 
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What Will Change
-- Change for better satisfaction.
Gentler and more functional

For Step 1 in the Simple 3 Steps, the cleanser and face-wash have been improved to be even more useful. All 4 items are more effective and contain skin-friendly ingredients. Each product is characterized in a clear way.
Easy to Understand
A lot of products have been introduced to meet diversifying needs. As a result, we started receiving comments from customers, saying “Do I have to use this many products?” and “I am not sure what to use.” The “pure roots” is created to ensure HABA’s original concept of “Simple 3 Steps for basic skincare”.

Easy to Use
The products are not only gentle and functional but also user-friendly. For example, the new cleanser can be used by wet hands. It can also be used in a bath room without worrying.
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What Will Not Change
--The essentials will remain unchanged.
Additive-free Mindset

As it has been done for years, we do not use any ingredients that may become a burden to the skin. The “pure roots” will not contain any paraben, petrochemical surfactants, or mineral oil. We are oriented toward providing products gentle for skin.
Simple 3 Steps
The Simple 3 Steps consisting of 1 Face-washing, 2 Moisturizing and 3 Protecting will remain the same. It is our predominant theme to induce skin’s natural healing power.

User-friendly Bottles
We have been creative in designing our packaging for customers’ comfort. For instance, the inside plug of Squalane bottle enables to take clean oil drop by drop. The lid is easy to open and not slippery. These useful points are included in the new bottles.

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