Japanese seaweed-based beauty brand La Sana's premium hair care line, "Premior," has announced a special collaboration with the anime Yu Yu Hakusho, launching on September 14, 2026.
Centered around "Kurama's Hair Care Guide Academy," the collaboration will feature a limited-edition "Luxury Special Set Even the Demon World Envies." Purchasing this set grants buyers original merchandise featuring newly drawn illustrations of Kurama and Yoko Kurama. Additionally, a prize giveaway will be held for customers who purchase specific products. An online commercial narrated by Megumi Ogata, Kurama's voice actor, has also been released.
The inspiration for this partnership stems from a memorable scene in the series where Kurama's hair damage was pointed out by his opponent, Karasu, during the "Dark Tournament," who famously asked, "Have you been taking care of your hair?" Despite countless battles and hair-raising encounters, Kurama repeatedly faced formidable foes, making him keenly aware of the importance of proper hair care.
This collaboration, which sees Kurama himself imparting the "Secrets to Beautiful Hair," serves as an official and playful homage to that iconic scene. Furthermore, recognizing Kurama's role as a mentor who helps his allies grow and train, Premior has appointed him as a special instructor to guide everyone toward beautiful hair, launching the collaboration under the theme "Kurama's Hair Care Guide Academy."
Viewers who watched the anime during its original broadcast are now in their 30s to 50s, an age group often grappling with hair concerns like frizz and dryness. This collaboration aims to provide a "Hair Care Guide" personally taught by Kurama, delivered through La Sana Premior, a line specifically designed to address adult hair issues.
The online commercial features a specially produced version, combining newly drawn key visuals with classic scenes from the original TV anime. Megumi Ogata, Kurama's voice actor, provides the narration, bringing back that iconic voice.
▼ Premior x Yu Yu Hakusho | "Kurama's Hair Care Guide Academy"
Luxury Special Set Even the Demon World Envies Price: 3,980 JPY (tax included)
※This product is exclusively available for first-time subscribers to the regular delivery service.
How to Participate in the Event
Purchasing the "Luxury Special Set Even the Demon World Envies" automatically registers you for the prize draw.
For purchases of eligible products totaling 2,500 JPY or more, take a photo of your receipt and register via the application form to enter the prize draw.
▼ Prizes
A total of 500 lucky winners will be selected from eligible participants to receive either "Kurama/Yoko Kurama Newly Drawn Merchandise" or a "Scalp Massage Comb Set"!
Additionally, an official social media giveaway will run from September 14 to September 30, 2026. To enter, follow La Sana's official X (formerly Twitter) account (@LaSanaYamasaki), quote-retweet the designated post, and share your thoughts on the online commercial and the event. Alternatively, follow Premior's official Instagram (@premior_official), like the designated post, and leave a comment sharing your thoughts on the online commercial and the event.
Ten participants will be randomly selected to win an "Original Kurama/Yoko Kurama Hairbrush," featuring newly drawn illustrations of Kurama and Yoko Kurama!
