Advance Cabello Introduces A.S.P® KITOKO® Hair Care, a Luxury Vegan Haircare Collection from the UK Tailored to the Needs of Asian Hair and Scalp Needs at “A.S.P® SIGNATURE – WHERE COLOUR MEETS CARE”
Advance Cabello, a specialist in premium haircare and hair colour products for professional salons and home use, celebrates its 12th years of serving Thailand’s hair and beauty industry with “A.S.P® SIGNATURE – WHERE COLOUR MEETS CARE.” The event also marks the launch of A.S.P® KITOKO® Hair Care, a luxury vegan haircare collection from UK-based A.S.P® Expert Haircare. Developed around the philosophy “The Power of Nature, Boosted by Science,” the range combines at least 92% naturally derived ingredients with professional haircare innovation to provide comprehensive care for both the hair and scalp, while meeting the expectations of today’s consumers for performance, safety and sustainability.
The event offered guests an exclusive preview of the latest trends in hair colour, styling, and haircare through a series of live showcases and activities designed for Thailand’s professional salon community. One of the highlights was an exclusive session led by Let Lew, A.S.P® Global Ambassador and internationally renowned hairstylist, who travelled from the UK to demonstrate the latest colour techniques and emerging hair trends, while sharing his expertise in modern haircare. The programme also featured a creative hair show by 12 professional salons from across Thailand, before concluding with an exclusive mini concert.
The trends showcased at the event reflected a new definition of beautiful hair. Rather than choosing a colour or style based solely on fashion, today’s consumers are placing greater emphasis on healthy hair and a balanced scalp, while seeking more personalised solutions to concerns such as colour-related damage, scalp imbalance, and the effects of daily environmental stressors. Naturally derived ingredients, gentle formulations, and proven results have also become increasingly important considerations. Developed with these evolving consumer needs in mind, A.S.P® KITOKO® Hair Care brings professional-quality haircare into a targeted, easy-to-follow at-home routine.
Consumers increasingly recognise that healthy hair begins with a healthy scalp, making scalp care an essential part of beauty routines worldwide. Alongside, demand for personalised haircare continues to grow, with consumers seeking products tailored to their individual hair type, scalp condition, and specific concerns. Meanwhile, vegan and clean haircare, once considered a niche category, is becoming increasingly mainstream, particularly among younger consumers who value naturally derived ingredients, product transparency, and brands committed to environmental responsibility and sustainability.
Guided by the philosophy “The Power of Nature, Boosted by Science,” A.S.P® KITOKO® Hair Care, developed by British professional brand A.S.P® Expert Haircare, is 100% vegan and crafted with over 92% naturally derived ingredients, free from sulphates, parabens, synthetic waxes, mineral oils and ingredients considered harmful to marine ecosystems. Designed to meet the hair and scalp needs of Thai and Asian consumers, the collection combines advanced professional technology with carefully selected botanical extracts to create a complete hair and scalp wellness experience, leaving hair feeling softer, healthier and beautifully cared for every day. Key technologies and ingredients include:
ENVIRO-SHIELD– A proprietary technology that forms an invisible protective layer around the hair and scalp to help defend against pollution, UV rays, heat, chemical treatments and free radicals, while preserving colour vibrancy. It is particularly suited to modern Thai lifestyles, where hair is regularly exposed to urban pollution, hot weather and frequent styling.
NMF (Natural Moisturising Factor)– Helps maintain the hair and scalp’s natural moisture balance, protecting against dryness and providing long-lasting hydration. The lightweight formula, luxurious lather, and carefully crafted fragrance deliver an indulgent salon-inspired experience while providing effective daily care.
Baobab Extract– A nourishing botanical extract that helps restore moisture, repair hair, and control frizz while enhancing shine, leaving hair soft, silky, manageable, and full of natural movement without weighing it down.
Discover Six Luxury Haircare Collections Ideal for Asian Hair
Recognising that every hair type and scalp has its own needs, A.S.P® KITOKO® Hair Care is available in six collections designed to address specific concerns. Together, they provide a comprehensive approach to hair and scalp care, from repair, nourishment and hydration to detoxifying and restoring scalp balance.
One of the collection’s standout products, OIL TREATMENT is a lightweight intensive leave-in treatment with an easy-to-apply texture that nourishes hair without leaving it greasy or weighed down. The formula combines Argan Oil, rich in omega fatty acids to help strengthen the hair, with Karité Oil, a source of vitamins E and F that replenishes moisture, smooths frizz and leaves hair soft, polished and tangle-free. A UV Filter provides added care against everyday environmental stressors. Suitable for all hair types, particularly dry or damaged hair and ends in need of extra attention, the oil treatment leaves hair softer, more flexible, healthy and glossy without compromising volume. It also helps reduce blow-drying time while minimising the appearance of dry, split ends.
REPAIRING is designed for hair that feels dry, weakened, or damaged by frequent colouring and chemical treatments. Enriched with Avocado Oil, which is naturally rich in vitamins, essential fatty acids, and antioxidants, the collection helps strengthen the hair, reduce brittleness and breakage, and minimise the appearance of split ends. Orchid Oil helps replenish moisture, smooth frizz, and restore softness, leaving hair stronger, smoother, more manageable, and visibly healthier, with renewed elasticity and shine.
HYDRATING is designed for dehydrated scalps and dry, dull, or coarse hair. Enriched with Hyaluronic Acid to attract and retain moisture in both the hair and scalp, together with nourishing Coconut Extract, the collection delivers intense hydration, helps control frizz, and relieves dryness, leaving hair irresistibly smooth, supple, radiant, easier to style, and full of vitality.
DAILY LUXE is suitable for all hair types, providing effortless everyday care for softer, shinier, healthier hair. Enriched with Karité Oil, naturally rich in vitamins E and F, together with nourishing Argan Oil, the collection helps nourish, hydrate, and strengthen the hair while smoothing frizz, leaving it beautifully soft, supple, smooth, and radiant with intense shine. Its indulgent yet lightweight formula leaves hair polished, tangle-free, and easy to manage without weighing it down.
Perfectly suited to modern lifestyles, DETOX is a gentle deep-cleansing shampoo that effectively removes styling-product residue, excess oil, and daily environmental impurities. Infused with Rose Water to soothe the scalp and maintain its natural moisture balance, together with Red Tea Extract to help control excess oil and promote a healthier scalp environment, it is ideal for those who style their hair regularly or are frequently exposed to dust, smoke, and urban pollution. Hair and scalp are left feeling deeply cleansed, refreshed, balanced, and ready for the next step in the haircare routine.
Completing the collection, HEALTHY SCALP is designed to restore balance to scalps affected by excess oil, dryness, sensitivity, irritation, or dandruff. Enriched with Rosemary, Hibiscus, and Celery Seed Extracts, the collection helps soothe the scalp, control excess oil, and promote a healthier scalp environment. Propanediol Caprylate helps reduce the build-up of scalp microorganisms associated with dandruff, while the formulas help maintain the scalp’s natural moisture balance, leaving it feeling cleaner, calmer, healthier, and more comfortable.
The “A.S.P® SIGNATURE – WHERE COLOUR MEETS CARE” event marked both Advance Cabello’s 12th anniversary and the introduction of A.S.P® KITOKO® Hair Care to the Thai market. The launch reflects the company’s continued commitment to bringing professional haircare innovation to Thailand by combining natural derived ingredients with advanced technologies to support healthier hair and scalp. Developed with equal emphasis for performance, user experience and environmental responsibility, the collection is designed to extend professional-quality haircare beyond the salon, , making everyday routines more effective, enjoyable, and sustainable.
For more information about A.S.P® KITOKO® Hair Care, contact participating Advance Cabello salon partners nationwide or follow @asphairthailand on Facebook, Instagram and TikTok.
