Kuala Lumpur, 25 June 2026 – Fashion has become one of the most powerful ways for Gen Z consumers to express their individuality, creativity and personal style. As young Malaysians increasingly embrace fashion as a reflection of who they are, hair has also evolved beyond a beauty essential to become an important part of completing a look and expressing confidence.
Recognising this shift, Japanese haircare brand FINO partnered with Malaysian fashion label N E O to host an exclusive one-day experience celebrating the intersection of fashion, beauty and individuality among Malaysia’s younger generation. Bringing together influencers, media representatives and content creators, the collaboration highlighted how personal style extends beyond clothing, with healthy, beautiful hair playing an increasingly important role in self-expression and confidence.
Known for its contemporary and trend-driven designs, N E O was selected as the ideal partner to help FINO connect with style-conscious young Malaysians through a shared passion for creativity, confidence and self-expression. The collaboration reflects FINO’s commitment to engaging Gen Z consumers and young working adults by positioning haircare as an integral part of everyday style and modern lifestyles.
Through partnerships such as this, FINO continues to strengthen its relevance among the next generation of consumers and reinforce its position as a brand that understands their aspirations and evolving lifestyle preferences.
“Fashion trends may change, but confidence never goes out of style. At FINO, we believe every great look deserves great hair. Through our partnership with N E O, we wanted to demonstrate that healthy, finger-combing smooth hair is not just part of a beauty routine, but an important part of personal style and self-expression. This collaboration is an important step in strengthening FINO’s connection with a new generation of style-conscious consumers,” said Fiona Ng (Head of Marketing).
N E O echoed the importance of individuality beyond fashion alone.
“Fashion is ultimately about expressing who you are, and that extends beyond the clothes you wear. Hair plays an important role in completing a look and helping people feel confident every day. Collaborating with FINO was a natural fit because both brands share a passion for helping young Malaysians embrace their individuality and showcase it with confidence,” said Nigel (Founder of N E O).
Throughout the event, guests participated in a series of immersive experiences that explored the connection between personal style and healthy hair, while discovering FINO’s signature haircare solutions designed to deliver smooth, manageable and healthy-looking hair.
The event also highlighted FINO’s hero products, the FINO Premium Touch Hair Mask and FINO Premium Touch Hair Oil. Recognised as the No. 1 Hair Mask in Watsons Malaysia in 2024, the FINO Premium Touch Hair Mask has become a favourite among consumers seeking intensive care for dry and damaged hair.
Building on the success of these hero products, FINO now offers a complete haircare range with the introduction of the FINO Premium Touch Shampoo and Conditioner, allowing consumers to enjoy the FINO experience as part of their daily haircare routine.
Inspired by the philosophy of treating hair with the same level of care as skincare, FINO is known for its beauty serum technology that helps repair damage, replenish moisture and improve manageability. One of the brand’s signature benefits is delivering hair that is so smooth it can be effortlessly finger- combed, helping consumers achieve hair that looks as good as their personal style.
As FINO continues to expand its presence in Malaysia, the brand also reminded consumers to purchase only through authorised retail channels. Authentic FINO products are available exclusively at Watsons and AEON Wellness stores nationwide. Consumers are encouraged to purchase through these authorised channels to ensure product authenticity and quality.
Through collaborations such as this, FINO hopes to inspire young Malaysians to recognise that every great look deserves great hair, and to view healthy hair as an essential part of personal style and self- expression. For more information about FINO Malaysia and its products, please visit FINO Malaysia Facebook Page and FINO Malaysia Instagram Page.
As part of the launch celebration, FINO is also introducing two exciting nationwide promotions designed to reward consumers and inspire greater confidence through personal style. Consumers who purchase selected FINO products during the promotional period can redeem an exclusive FINO gift set, available to the first 500 eligible purchasers while stocks last. Meanwhile, the “Style Starts with FINO” contest gives shoppers the opportunity to win prizes worth over RM15,000, including exclusive styling experiences with N E O and FINO hampers. Both promotions will run until 31 July 2026.