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A new beauty experience in your life.

A comprehensive hair care manufacturer known for its hair cosmetics brand "Loretta" and nuanced hair color brand "THROW". Since its establishment in 1975, we have been manufacturing and selling exclusive products for beauty salons and products for the general market with the aim of providing products that are close to beauticians and customers. In March 2021, the company name was changed from the former company name "Beauty Experience Co., Ltd." to "b-ex Co., Ltd." based on the new philosophy of "experience new beauty in life." We will expand the field not only to hair but also to all areas of beauty, turning it into an exciting experience for beauty.

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