Founded by Masashi Yasuda
The industry’s revolutionary pioneer —
60 years after developing the world’s first amino acid surfactant shampoo, still redefining health and beauty.
Founded by
Masashi Yasuda
Born in Fukushima, 1941.
For more than 60 years, a disruptive force in the beauty world — relentlessly proposing innovation and reform.
Revered as the Christ of the beauty industry and hailed as its one and only genius.
The Cosmetic Researcher Who Created Amino Acid Surfactants
Approximately 60 years ago, witnessing the severe hand damage suffered by hairstylists, he turned his attention to shampoo formulations and began studying independently.
Through this journey, he uncovered the alarming effects of the low-quality shampoos of that era, particularly petroleum-based surfactants.
Driven by a mission to create a truly safe alternative, he focused on amino acids — ingredients gentle to both the human body and the environment.
This dedication led to the successful development of the world’s first amino acid surfactant,followed by the launch of the world’s first amino acid shampoo.
The innovation attracted extraordinary attention across political, business, and entertainment circles,sparking a nationwide boom.
More than six decades later, he continues to pursue his guiding principle:
“Beauty through health.”
Today, he remains devoted to advancing the ultra-premium cosmetic collection
“Caressemoi.”
A Pioneer in Environmental Sustainability in the Cosmetics Industry
In the 1970s, water pollution caused by household wastewater became a serious global issue.
Discharge from domestic detergents and shampoos flowed into rivers and oceans,
creating visible foaming and raising concerns about ecological impact.
At a time when the word “eco” had not yet entered common use, the development of an amino acid–based shampoo — designed to be gentle to both people and the environment —marked a groundbreaking step forward.
This achievement was later recognized internationally.
At the 2008 Global Environmental Summit in Tokyo, he was invited by the event’s host, former U.S. Vice President Al Gore, to speak on stage.
During the summit, the Caressemoi Series, now globally available,received special recognition from Al Gore as:
“The world’s most human- and environmentally friendly cosmetics.”
The Sales Revolutionary of the Beauty Industry
In today’s beauty industry, the average monthly sales per hairstylist range between ¥300,000 and ¥500,000.
Yet, there has long been a lack of leaders capable of delivering reliable, results-driven sales guidance.
Against this backdrop, Masashi Yasuda stands apart.
With over 50 years of proven success in elevating salon performance,his mentorship has consistently transformed careers and businesses.
Follow Masashi Yasuda’s guidance and put his methods into practice —your sales will rise.
As demonstrated through the YBBS Seminar, participating hairstylists achieve average monthly sales ranging from ¥2,000,000 to ¥15,000,000.
Even first-year hairstylists have reached ¥1,000,000+ in monthly sales.
Book Introduction
The DABINEFU Theory
by Masashi Yasuda
A blockbuster bestseller with over 30,000 copies sold.
Chairman Yasuda’s very first published work.
A single volume filled with the philosophy, fundamentals, and methods for increasing a hairstylist’s sales.
A book that every hairstylist should read at least once.
Price: 1,886JPY(Inc. Tax)
Urgent Proposal for Sales Growth
A condensed volume summarizing the blockbuster bestseller “DABINEFU Theory.”
This book compiles the essential mindset and methods required for increasing sales.
Price: 550JPY(Inc. Tax)
SNIPSTYLE: Monthly Beauty Magazine
The No.1 popular monthly magazine in the beauty industry.
Published by Coiffure de Paris Japon Co., Ltd.
The magazine features a wide range of beauty industry trends and information.
Among its most distinctive and widely acclaimed features is Chairman Yasuda’s column:
“Ignite the Hairstylist Spirit!”
Chairman Yasuda’s serialized column in this magazine has continued for over 35 years as a highly popular long-running series.
Price: 1,870JPY(Inc. Tax)
The DABINEFU Theory — Part II
by Masashi Yasuda
The second installment following the first volume, “DABINEFU Theory.”
Packed with numerous sales growth theories that could not be fully covered in the original work.
A book we hope hairstylists will read again and again as their professional bible.
Price: 1,980JPY(Inc. Tax)
Live True to Yourself
Published by Diamond, Inc., the No.1 business publisher.
A business book written by Chairman Yasuda, offering insights applicable not only to the beauty industry but to all industries.
A book that will change the way you think.
Recommended for everyone — not just hairstylists.
Price: 1,760JPY(Inc. Tax)