Flowdia or Flowdia More? The Story Behind the Brands and How to Choose

Flowdia or Flowdia More? Why There Is More Than One Answer

Hair care has never offered more choice. Shampoos and treatments that once simply cleansed and conditioned now promise skincare-level formulas, specific ingredients and highly particular finishes. Yet for many clients, more choice has made it harder, not easier, to know what actually suits their hair.

Part of the reason is that the right product depends on far more than whether hair is fine or thick. Damage history, colour and bleach, heat styling, the season, changes that come with age and the finish a client wants all play a part.

Flowdia was designed with this in mind — as a salon-exclusive range that salon professionals select and recommend for each client. Flowdia More was later developed from the same research and technology as an option for more complex hair concerns. This article looks at the thinking behind both ranges and at how salon professionals can choose between them.

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Why Finding the Right Hair Care Can Be Difficult

According to Flowdia's brand manager, shampoo has changed dramatically. Where it was once mainly a way to remove dirt from the hair, it is now expected to deliver skincare-like quality and a wide range of benefits. The number of products has grown to the point where the line-up can differ from one shop to the next.

Expectations have risen too. Many clients now hope their shampoo will help them achieve their ideal hair or address their concerns at the source — while the concerns themselves have become more varied and more complex. Faced with so many options, many clients are left overwhelmed by hair care choices.

“As a result, I think people can no longer tell which of the many options is the right one for them, and end up struggling to find the right shampoo.”

— Mitsuda, Brand Manager, DEMI Cosmetics

Flowdia's development team adds that most people only ever touch their own hair and perhaps their family's, so they rarely see how much hair differs from person to person. In reality, thickness, stiffness, density and volume all vary widely. Add in each person's damage history and age, and it becomes very difficult for clients to judge their own hair type accurately — especially when the condition of the same head of hair can differ from the roots to the ends.

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The Story Behind Flowdia

Flowdia's brand team explains that products sold in general retail are designed so that a broad range of consumers can easily choose them and notice the difference for themselves. Flowdia was designed on a different premise: that a salon professional would select and recommend it according to each client's hair type, concerns and ideal finish.

That is why the range is broad enough to cover many different hair conditions and needs, and why each product has been given a clear role and character of its own. The aim is to make it easier for stylists to propose the most suitable product — or combination of products — for each client.

From the development side, the team describes its goal as a real sense of care over time, not just a pleasant feel at the moment of use. It aims to make the most of each ingredient's characteristics while balancing that care with the finish.

Flowdia brand manager, DEMI Cosmetics

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What the Name "Flowdia" Means

Flowdia is a coined name that brings two words together.

According to the brand team, the name reflects two qualities that almost everyone looks for in beautiful hair. The idea of shiny hair that glows from within has remained at the core of Flowdia since its launch.

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The Pursuit of Hair That Feels Light Yet Manageable

Shine was only part of the goal. The development team paid particular attention to the "Flow" side of the name.

“Of course we pursue shine, but we were especially committed to the "Flow" part — in other words, a texture that is smooth and light, yet manageable.”

— Fujii, Research and Development, DEMI Cosmetics

The team notes that stylists — especially those who are uncompromising about technique and quality — tend to dislike damage care shampoos and treatments that leave hair feeling sticky. Stylists create shape and design, and a heavy, sticky finish can get in the way of the style they have built in the salon.

“That is why we were committed to achieving two ideals that can seem contradictory: a smooth, light finish without stickiness, while the damaged areas still settle down and come together.”

— Fujii, Research and Development, DEMI Cosmetics

The team describes the aim as bringing hair back towards the feel of healthy, undamaged hair — a direction it has continued to pursue since the brand was first developed.

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Developed with Salon Professionals in Mind

According to the development team, the hardest part was achieving an even finish from roots to ends. Adjusting the care ingredients for the ends, where hair is hardest to control, can leave the roots and mid-lengths feeling heavy and sticky. Making the mid-lengths lighter, on the other hand, can leave the ends dry and prone to spreading.

Balancing the two — so the whole head feels moisturised yet light, without stickiness — called for a long series of delicate adjustments.

“Depending on how difficult the product is to develop, we sometimes make more than 100 prototypes for a single item, and at times close to 200.”

— Fujii, Research and Development, DEMI Cosmetics

The team describes the balance between finish and care performance that professionals expect as a very demanding standard.

The team also contrasts Flowdia with products designed mainly around how the hair feels immediately after use. Flowdia is designed to care for the hair from within, rather than to rely on a temporary coating, and the team encourages clients to look for changes in how manageable their hair becomes with continued use.

Flowdia research and development, DEMI Cosmetics

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Why Hair Needs Can Change Over Time

Even for the same person, the right hair care is not fixed. Flowdia's development team points to two main reasons.

Damage builds up over time

The team notes that hair grows by around 1 cm a month (the figure it gives for Japanese hair; growth varies between individuals). This means the ends of long hair may have grown out four to five years earlier. Skin renews itself through its natural turnover, but unlike living skin, the visible hair fibre does not biologically repair itself once damaged.

As a result, the roots, mid-lengths and ends can each carry a very different history of damage. According to the team, as damage accumulates, the cross-section of the hair can become distorted and flattened rather than round — which can show up as spreading and waviness towards the ends.

Hair condition keeps changing

The team also lists factors that can change the condition of the hair:

• Partial bleaching and highlights
• Daily use of hair irons
• Seasonal changes, such as winter dryness and summer humidity
• Changes in hair texture that can come with age
• Increasing damage at the ends as the hair grows

These changes do not happen in the same way for everyone. But they explain why a product that once felt right can later feel different. The team also mentions a simpler reason: because shampoo is used every day, clients get used to it. Just as a favourite dish can feel less special when eaten every day, the first impression of a product naturally fades with regular use.

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From Flowdia to Flowdia More

Flowdia More was developed from the research, technology and thinking built up through Flowdia. According to the brand team, it is intended for clients with deeper concerns that everyday care may not fully address — such as dryness, frizz, waviness and a lack of shine. The team sees the root of these concerns as complex, combined damage, and designed Flowdia More to approach them from several angles.

The development team explains that, alongside the ingredient-replenishing repair approach used in Flowdia, Flowdia More adds ingredients that care for weakened bonds in the hair. This is designed to help hair become less prone to waviness while keeping a supple feel. (For more detail on the technology, see What Is Flowdia More?)

The brand team also describes Flowdia More as a range that allows clients to keep using Flowdia-based care as their hair changes with age. The interview presents Flowdia More as an evolved option for clients whose changing hair condition calls for a different level or type of care, while Flowdia continues to serve a broad range of hair needs.

Before and after a Flowdia More salon treatment. Results vary depending on the condition of the hair.

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Flowdia or Flowdia More: How to Choose

Flowdia and Flowdia More are two professional hair-care ranges with different roles. Neither is simply "better" than the other — the right choice depends on the client's hair and the finish they want.

When to consider Flowdia

• For a wide range of hair types and levels of damage
• When the client wants to choose by the texture they prefer — lightness, softness, body or moisture
• For everyday damage care
• When looking for a line that reflects changes in hair with age

Flowdia's home care is organised into a Damage Care Line (Sleek Light, Sleek Moist and Deep Moist) and an Age Care Line (Grand Stretch and Grand Mellow). For how each line is matched to hair type and finish, see What Is Flowdia?

When to consider Flowdia More

• When damage from multiple chemical services and heat styling has built up
• When frizz, waviness, spreading or hair that is difficult to manage are the main concerns
• When the client is looking for more intensive repair care
• When the client's needs fit the finish of either Silky or Melty

Hair type or a single concern should not decide the range on its own. The client's current hair condition, treatment history and desired finish should all be considered together.

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Choosing by Hair Condition and Desired Finish

Hair thickness is a useful starting point, but it is only one factor. When recommending a product, it helps to check:

For example, thick hair does not always call for the most moisturising option. Some clients with thick hair prefer a lighter, smoother feel — and their choice should reflect that.

The development team also notes that many products are designed around how the hair feels immediately after use. When judging whether a product suits the hair, it recommends continued use and using shampoo and treatment as a set.

“On the other hand, the real care benefit of repairing hair from within is something you only begin to feel after continuing to use a product for one to two weeks. And please try continuing to use the shampoo and treatment as a set.”

— Fujii, Research and Development, DEMI Cosmetics

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Combining Shampoo and Treatment

Using a shampoo and treatment from the same line is the starting point. In Flowdia More, the development team explains that the shampoo supplies repair ingredients and the treatment helps them settle into the hair, so the line is designed to be used as a set.

Salon-exclusive products also allow for more tailored combinations. In the source interview, the development team was asked about hair that is thick and damaged, where the client prefers a smooth, light finish rather than a heavily moisturised one.

“For example, a combination such as using the moisturising "Melty" as the shampoo and finishing with the smooth "Silky" as the treatment can also be effective.”

— Fujii, Research and Development, DEMI Cosmetics

In Beauty Garage Malaysia's range, that combination is:

This is one example, not a combination for every client.

“A stylist who touches the client's hair directly and knows their treatment history can propose the best combination for each individual's condition. I would say this is the greatest strength of salon-exclusive products.”

— Fujii, Research and Development, DEMI Cosmetics

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The Role of the Salon Professional

Choosing between Flowdia and Flowdia More — and between their lines — works best as part of a consultation. Clients often find it hard to judge their own hair accurately, but a salon professional can:

• Assess the hair's texture and condition in person
• Check the client's treatment history
• Ask about the finish and feel the client is hoping for
• Adjust the combination of shampoo and treatment where needed
• Review the home care recommendation as the hair changes

Flowdia's brand manager encourages clients to talk to their stylist about their concerns and the hair they want, whether or not they are buying a product that day.

“I would really like people to feel free to ask for advice. Because stylists keep looking after your hair over time, they notice even small changes and can give you accurate advice.”

— Mitsuda, Brand Manager, DEMI Cosmetics

Flowdia brand manager, DEMI Cosmetics

For salons, this is where Flowdia and Flowdia More are most effective: not as products sold on their own, but as part of a consultation that helps each client make the right choice for their hair.

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Explore Flowdia and Flowdia More at Beauty Garage Malaysia

The Flowdia and Flowdia More ranges share the same development thinking but are designed for different hair conditions and desired finishes. Together, they give salon professionals room to match home care to each client — and to change that recommendation as the client's hair changes.

For more detail on the technologies and products in each range, see What Is Flowdia? and What Is Flowdia More?

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This article has been adapted from content originally published by DEMI LABO, operated by DEMI COSMETICS.

• [Part 1] For Hair That Shines Like a Diamond: The Story Behind the Salon-Exclusive Hair Care Brand FLOWDIA（【前編】「ダイヤモンド」のようなツヤ髪を。サロン専売ヘアケア「フローディア」誕生の軌跡と開発ストーリー）
• [Part 2] "Which One Is Right for My Hair?" How to Choose FLOWDIA: A Line-Up Guide for Anyone Lost in Hair Care（【後編】「私の髪にはどれが正解？」ヘアケアの迷子を救う、フローディアの選び方＆ラインナップガイド）