A New Approach From Shiseido Professional's "TIMETIC," Focusing on Circadian Rhythms

In the world of beauty and wellness, 'circadian rhythm' has become a major buzzword. This internal clock regulates our biological functions—like sleep, body temperature, and hormone secretion—over a roughly 24-hour cycle. Now, we're discovering it's also deeply connected to the health of our scalp and hair.

Harnessing this insight, Shiseido Professional has launched "TIMETIC," the brand's first-ever premium line under its "SUBLIMIC" range. So, how exactly do circadian rhythms affect our hair, and what is TIMETIC's innovative approach? Let's dive in.

What is the 'Internal Clock' That Governs Our Bodies?

The circadian rhythm is the internal clock's rhythm found in almost all living things, from animals and plants to fungi and algae. In humans, a central clock in the suprachiasmatic nucleus of the brain's hypothalamus controls a host of physiological functions, including our sleep-wake cycle, body temperature, hormone secretion, immunity, and metabolism.

"Our circadian rhythm adjusts daily based on factors like light, meals, and daily activities. However, in today's world, stress and irregular lifestyles create an environment where this rhythm is easily thrown off balance."

When this internal rhythm is disrupted, it's known to cause more than just fatigue and poor sleep quality; it also impacts the condition of our skin and hair.

"The premium hair care market is experiencing steady growth, but the top three concerns for scalp and hair—namely, "gray hair" "unruly or frizzy hair" and "dryness"—are persistent issues that existing products haven't fully solved."

Believing that supporting the scalp's natural rhythm is the key to maintaining a healthy scalp and radiant hair, the company pursued a hair care solution that could fundamentally and simultaneously address signs of aging in both the scalp and hair, not just treat them superficially.

"The scalp has its own circadian rhythm, controlling various functions throughout the day and night. During the day, the scalp is exposed to external factors like UV rays, PM2.5, and pollen, and the risk of friction and dryness from daily activities increases. The circadian rhythm activates a defense mechanism to protect it from these external aggressors.

"At night, on the other hand, growth hormone secretion increases during sleep, activating cell repair and the division of hair matrix cells essential for hair growth. Furthermore, lying down increases blood flow to the scalp, which boosts nutrient delivery. In short, nighttime is when the scalp's natural conditioning processes are at their peak."

TIMETIC focuses on these different day and night rhythms of the scalp, incorporating "Timetic Technology" to optimally support the scalp environment around the clock.

"Timetic Technology is a holistic approach that works in harmony with the circadian rhythm to awaken the potential of your scalp and hair from the inside out. At night, it moisturizes the scalp to enhance its barrier function, and during the day, it protects it from damaging factors. For the hair itself, it intensively repairs damage while shielding it from external stressors."

All products in the line feature the proprietary 'Timetic Complex.' One of its key ingredients, Chrono Chardy, was developed based on circadian rhythm research. It's expected to help protect the scalp from external aggressors and supports the scalp's natural barrier function and moisture retention.

Additionally, the formula includes Phyto-cuticle, a 95% plant-derived ingredient that mimics the hair's cuticle structure to selectively repair damaged areas. It also locks in moisture, protein, and lipids to protect hair from external stressors.

Since stress can also disrupt circadian rhythms, the line was designed to "transform daily home care into a special, luxurious experience by engaging the five senses." Special attention was paid to the texture and aroma, with the products featuring a "premium and rich floral woody fragrance."

TIMETIC's Haircare Line, Designed to Work with Your Body's Clock

From the rich, creamy lather of the shampoo to the cream-based hair mask with shimmering gold particles, and the hair serum that provides long-lasting silky smoothness and shine, the entire collection is dedicated to delivering a luxurious experience.

"Our concept is to maximize effectiveness using carefully selected, high-performance ingredients. By condensing the routine into a simple yet powerful three-step process, we've successfully streamlined what used to be a complex regimen."

The TIMETIC collection takes a novel approach to hair care, focusing on the circadian rhythm. This time-conscious routine is designed to keep your scalp and hair healthy, maintaining their beautiful condition.