fino
fino Premium Touch Penetrating Hair Mask
fino Premium Touch Penetrating Hair Mask
Rated 5.1 out of 7.0 on @cosme, Japan's largest beauty review site
The hair mask that has been a Japanese drugstore fixture for years, aimed squarely at ends that no longer match the rest of the hair.
✓ 100% authentic, bought in Japan
✓ Ships from Tokyo in 3 business days
✓ Duties prepaid for US orders
✓ Tracked delivery via Japan Post
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What it is
fino Premium Touch Penetrating Essence Hair Mask is a Japanese intensive hair treatment used once or twice a week. Applied to towel-dried hair after shampooing, the rich texture melts into the strand and fills it with essence, targeting split and damaged ends so they feel closer in texture to the roots. Rinse after a few minutes.
Why it's different
A penetrating essence rather than a surface conditioner, so it works on the inside of the strand instead of only coating it.
Formulated specifically for badly damaged hair, which is why it feels much richer than an everyday conditioner and why once or twice a week is enough.
Designed as a short treatment. It does not need thirty minutes under a cap to work, which is the main reason people keep using it.
Key ingredients
How to use
1. Shampoo first, then squeeze excess water out of the hair. Diluted product will not deposit properly.
2. Take roughly two teaspoons for semi-long hair, more for longer or thicker hair.
3. Work it through the mid-lengths and ends, where damage concentrates. Keep it off the scalp.
4. Leave for a few minutes, then rinse thoroughly.
Use once or twice a week in place of your usual conditioner.
fino Premium Touch Penetrating Hair Mask
Frequently Asked Questions
Is this authentic?
Yes. We only buy from official retailers and directly from the brands here in Japan. Never resellers, never grey market stock.
We are beauty lovers too, so we know the worry, especially with something you are putting on your face. Authenticity is 100% guaranteed by us.
Is it only worth using on very damaged hair?
It is formulated for badly damaged hair, and that is where the difference is obvious. On healthy or fine hair it can feel heavy and weigh the roots down. If your hair is in reasonable condition, use it on the ends only, and less often than the label suggests.
Can I use it instead of conditioner every day?
It is not designed for daily use. It is a weekly treatment, and using it every wash tends to leave hair limp and coated rather than smoother. Keep your regular conditioner for other days and use this once or twice a week.
Do I use it before or after conditioner?
Instead of it, not alongside it. Shampoo, squeeze out the water, apply this, rinse. Layering a conditioner on top adds weight without adding benefit.
How long do I leave it on?
A few minutes is enough. It is built to work quickly, which is why it does not call for a shower cap or a long wait. Leaving it on much longer does not improve the result.
We ship internationally from Japan!
International Delivery Rates
What are your shipping rates?
On orders under US$75, shipping is a flat US$20 to the United States and US$10 to all other countries.
Orders of US$75 or more ship free, applied automatically at checkout. Your exact shipping cost is shown before you pay.
How long does international shipping take?
These estimates are for International Airmail (Tracked) and include 3 to 5 business days of processing in Japan. As of 22 July 2026:
- United States: 12 to 15 business days
- Canada, United Kingdom, France, Germany: 9 to 12 business days
- Australia, New Zealand, Denmark, Finland, India, Indonesia, Italy, Netherlands, Spain, Sweden, Switzerland: 10 to 13 business days
- China, Hong Kong, Malaysia, Singapore, South Korea, Taiwan, Thailand, Vietnam: 8 to 10 business days
- Rest of the world: 11 to 18 business days
These are estimates only. Actual delivery can be affected by customs clearance, seasonal congestion, or carrier delays in the destination country, all of which are outside our control.
Do you offer express shipping?
Yes. We offer International Express Mail through Japan Post. The cost is based on order weight and is calculated automatically at checkout.
Will I have to pay customs or import fees?
US orders: No. As of July 1, 2026, all US orders ship DDP (duties delivered prepaid), meaning we prepay all import duties on our end. Nothing is due at your door.
Orders outside the US: Possibly. Duties and import taxes are set by your local customs authority and are not collected at checkout, so any charges on delivery are your responsibility.
We're working on rolling out prepaid duties for more countries soon.
What our customers are saying
It makes my hair smooth and the prickly feeling is gone, so I keep using it. It also calms down the roughness of my colored hair.
This hair mask is under 1000 yen and is incredibly good value for money. It's so high quality that I honestly can't believe it's a store-bought product. It makes my hair so smooth I'm left wondering if it's been treated by a hairdresser. It leaves my hair feeling smooth and manageable, which is amazing! It even smells great!
Honestly, because it's a silicone type, it coats your hair even when you're using a silicone-free shampoo, repairs damage, and makes your hair smooth. You don't need to leave it on before rinsing, so it's really time-saving! And it's so affordable!
Honestly, because it's a silicone type, it coats your hair even when you're using a silicone-free shampoo, repairs damage, and makes your hair smooth. You don't need to leave it on before rinsing, so it's really time-saving! And it's so affordable!
It's amazing because it makes my hair smooth from the day I use it! The amount I use also depends on how damaged my hair is, as I have a short bob, but I was able to see results with about a teaspoon or less, so I'm very happy! I feel like I can maintain the shine and smoothness of my hair by using it once or twice a week! However, it may also depend on the shampoo you use. If your shampoo is too moisturizing, the top of your hair may feel too moisturized and sticky, so I recommend trying it on just the ends the first time you use it! I personally find it better to use this product without a conditioner! The scent is great, so it's both hair care and a way to treat yourself! It's reasonably priced and easy to purchase, so I keep it in stock!