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Shiseido

Fino Premium Touch Hair Mask.

Shiseido Fino Premium Touch Hair Mask
Haircare

About this product

A Japanese hair mask designed to deeply restore and hydrate hair, leaving it soft, silky, and healthy-feeling without weighing it down.

Full ingredients

Guru Score

80%

Yay

6 experts · Moderate agreement
6Gurus
5Yay
1Mixed
0Nay

What they liked

  • Makes hair noticeably silky and soft
  • Hydrates without weighing hair down
  • A little goes a long way

What they flagged

  • Jar packaging collects water when wet
  • Benefits fade quickly after application
  • Runs out in about three months

What the gurus are saying

This mask earns consistent praise for making hair noticeably softer and silkier while maintaining volume, a balance many hair masks struggle with. A little goes a long way, so a jar lasts several months even with regular use. The main thing to know: it works best as a pre-shower treatment left in for 10 to 20 minutes, and those with dry or frizzy hair find it particularly transformative.
Synthesized from 6 expert reviews · most recent take September 2026

Type

HaircareCream

Key actives

Vitamin ESqualane

Formula notes

Contains fragranceContains drying alcohol

Where to buy

Opens a search for this product. We do not sell anything ourselves.

More from Shiseido 11 products · Guru Score 82% How it works Independent by design. Every take comes from a creator we have no relationship with. We do not ask anyone to review, and affiliate links never move a score.

What the gurus are saying.

Every take we've logged from this product's reviews across YouTube. Click any row to watch the moment they said it.

All takes Yay takes Nay takes Mixed takes Hide sponsored
Yay
"The Shiseido Fino Premium Touch Hair Mask is deeply nourishing and hydrating and doesn't weigh the hair down. You only need to leave it on the hair for a short amount of time so you can use it like conditioner. I have used it a few times and it makes my hair manageable. It has silicone, which improves getting rid of tangles, and I really like that. I like the very subtle floral scent this one has. My hair is very much due a cut so nothing will save these strands, and in the heat it's very frizz-prone, but I will keep using it and then report back eventually."
Yay
"It conditions my hair so beautifully and at the same time leaves zero residue on the scalp. It's not heavy or leaves anything on the scalp at all. It won't clog any of your hair follicles. It's a little magical. This is the ultimate value for money hair formula, the most sophisticated formula at the most affordable price. This has Shiseido's luxury technology and even skincare ingredients in the mask. In my experience, Japanese hair masks are just next level performance-wise. The mask has a very unique texture, it's very balmy, so it kind of feels oily, greasy, heavy, but it really does something to the hair. All of that washes out but just leaves the hair looking so beautiful and soft. I use this once every few hair washes and I use it in lieu of conditioner. If your hair is very fine, that might be a little bit of a scary texture."
Mixed
"I ended up using this one more because I don't like the smell of the artificial hair salon scent the other one has, this one is a little more acceptable. I felt it was much more effective, my husband touched it and definitely picked this side, it's a lot more silky. You can feel the difference right after you use it, but it doesn't stay like that for long. I don't like the packaging though, it's a jar you dig into with wet fingers, water gets inside it and it doesn't feel hygienic. I cannot wait to finish it, I just wanted to use other products."
Yay
"This is a dense, rich nourishing hair mask really meant to revitalize dry, brittle, chemically processed, damaged hair. It's really dense and creamy and really meant to help soften your hair, strengthen your hair, make your hair super soft, less frizzy and shiny. [...] You have to spend some time with it, [...] I recommend at least leaving this on for 20 minutes or longer. If you just leave it on for 5 minutes, you [...] really won't feel like [...] it does much. [...] The longer you leave it on your hair, the better the results would be. What is unique about this mask is its ingredients in the formula, something [...] we don't see here in the US. It uses a blend of royal jelly extract that helps to really nourish hair, revitalize hair, and offer some repairing benefits. It also contains other lipids ingredients like amino acids that help to strengthen hair and really make the hair soft and smooth and shiny. It's just a very dense mask, very nourishing. [...] My hair is coarse, and I find it really helps to instantly soften my hair and add shine. If you have fine hair you may have to test it out, but I don't really feel like it should weigh your hair down. I've seen other people with fine hair testing out this product and I've seen nothing but good things from their experience."
Yay
"I realized that my hair stays hydrated for a very long time. I literally need to use the tiniest scoops and then I apply it on my hair and that is enough. This product was expensive, this was about 99 Dirhams or 98 or something like this, but I know this is a 10 on 10 product for me. I am going to repurchase it. I absolutely absolutely love it. This has made it to my Holy Grail hair masks. This is life-changing and if you wanted to get one Japanese hair care product and if you have dry frizzy hair, dry frizzy colored hair, dry hair in general, get this one. You will not be disappointed. This is a product I highly highly want to recommend."
Yay
"It is an absolutely incredible Japanese hair mask. It restores the hair in such a beautiful way to the point that I've actually started using this like twice to three times a week. I love putting it in my hair like 5 to 10 minutes before I shower and then rinsing it out and following up with my shampoo and conditioner. It just makes my hair so soft. It feels so healthy afterwards. I really do feel like it's very restorative to your hair and the results don't lie. I absolutely have loved the results of this one."
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"It is an absolutely incredible Japanese hair mask. It restores the hair in such a beautiful way to the point that I've actually started using this like twice to three times a week. I love putting it in my hair like 5 to 10 minutes before I shower and then rinsing it out and following up with my shampoo and conditioner. It just makes my hair so soft. It feels so healthy afterwards. I really do feel like it's very restorative to your hair and the results don't lie. I absolutely have loved the results of this one."
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"I don't know what's in Japanese hair care, but the Fino hair mask is incredible. This one does such an amazing job of just restoring the health of my hair in a way that makes it feel so silky smooth and soft, but still be able to hold up with volume. I feel like sometimes when I've used hair masks in the past, they just add a weight to my hair that really affects the styling the next day or you feel like they don't really do much, but every single time I use this, like before I shower, I just leave it in my hair for like 15, 20 minutes and then rinse it out. My hair is so silky smooth. And I get that this went viral like 4 years ago, but I'm still not done raving about it. It is so good."
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"You guys, I'm sorry, you have to get it because every single time I use this one, I am absolutely blown away by the results that it gives. I freaking love this product so much. It does such an incredible job of just rejuvenating and restoring my hair in a way that I really just have not found with other products. Basically, it works as a hair mask that you apply before you go in the shower. I think you leave it on for like 10 to 15 minutes. That's usually how long I leave it on before rinsing it out. And there is such a noticeable difference in the healthiness and shininess and just overall feel of your hair. I basically always have one of these with me when I'm traveling because I love using it. Even for the price point of this one, I know that I need to have this as a part of my staple routine. I definitely recommend it to anyone out there who wants to help their hair look and feel so much better. It really is an incredible product."

What the evidence says.

Independent of what the gurus think, this is what the published research supports about the main active ingredients here.

Humectants and emollients

Ingredients like these draw water into the surface layers and slow how fast it leaves. The evidence is for comfort, softness and hydration rather than for changing the structure of the skin.

Source: DermNet

Vitamin E

Vitamin E is an antioxidant, and it is often in a formula to keep the other ingredients stable rather than as the active itself. It pairs well with vitamin C, though on its own the evidence for visible change is limited.

Source: NIH, National Library of Medicine

Frequently asked.

What is Shiseido Fino Premium Touch Hair Mask?

A Japanese hair mask designed to deeply restore and hydrate hair, leaving it soft, silky, and healthy-feeling without weighing it down.

Is Shiseido Fino Premium Touch Hair Mask worth it?

Mostly yes. 5 of the 6 gurus who reviewed it give it their stamp of approval, for a Guru Score of 80%.

What is Shiseido Fino Premium Touch Hair Mask's Guru Score?

Shiseido Fino Premium Touch Hair Mask holds a Guru Score of 80%. That is our read on how warmly the experts talk about it, based on the verdicts of 6 expert reviewers we have collected.

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