Milbon, the market-leading professional haircare brand from Japan, is making a strategic expansion into the U.S. market through a unique partnership with renowned Los Angeles-based hairstylist Anh Co Tran.
Tran, appointed as Milbon’s new global creative director, is playing a key role in developing new products and building a global community of hairstylists. This includes hosting large-scale live events to connect and inspire professionals worldwide.
Shifting From B2B to B2B2C: A Gradual Business Model Evolution
Tomoko McCune, Milbon’s head of marketing, explained to Glossy that the brand is evolving its business strategy.
“In the past, we focused mainly on B2B—educating and communicating with professional stylists,” said McCune. “But now we recognize the importance of gaining recognition, credibility, and trust from consumers as well. This led us to shift toward a B2B2C approach.”
Currently, this shift is concentrated on education, with no plans to sell products outside professional salons.
Anh Co Tran: A Stylist with Star Power and Scientific Insight
Anh Co Tran is well known for his expert cutting and styling skills and has served as an ambassador for L’Oréal Professional. His celebrity clients include Selena Gomez, Jessica Biel, and Anna Sawai. With over 400,000 Instagram followers, Tran has hosted many masterclasses across the U.S., teaching his signature dry, “at-home” cutting and styling techniques.
Tran said, “I hope to take this partnership to the next level. People don’t fully understand the deep science behind Milbon’s products.”
A New Role in the Beauty Industry: Global Creative Director
Similar to roles in the fashion industry, Tran’s position as global creative director blends product development, digital marketing, and education. This collaboration marks a new type of partnership between brands and beauty professionals.
Although Milbon wants to reach more consumers, the brand will remain exclusively sold in professional salons to maintain control over distribution.
Milbon’s Legacy and Market Position
Founded in Osaka in the early 1960s, Milbon is a leader in Japan’s professional haircare market. Its products are available in over 40,000 high-end salons globally. Milbon’s best-selling lines include shampoos, conditioners, and styling products focused on smoothing, repairing, and anti-frizz benefits.
In the U.S., Milbon competes with brands like Oribe, Kerastase, and Shu Uemura. The company reported sales of $357 million in fiscal 2024, up from $334 million in 2023.
The Monochromatic Collection: A Data-Driven Launch
After more than two years of development, Tran’s first official product line for Milbon, Monochromatic, includes three styling products: texturizing cream, styling foam, and styling cream, priced between $36 and $39.
To better understand Tran’s famous techniques and their impact on product success, Milbon used advanced audio and video recording technologies, including CAT-Scan technology borrowed from the medical field.
“We want to analyze every detail of styling and product application,” said McCune. “This scientific approach revealed many subconscious techniques stylists use.”
Tran reflected, “The process was eye-opening. It gave me a deeper understanding of my creative process.”
Global Education and Community Building
Following the launch, Tran began a global tour to introduce the Monochromatic collection. The educational program started with a hairstyling show in Germany on April 11, attracting over 400 hairstylists and salon owners.
The ticketed events vary in price by country, with the German event costing $56. Tran and Milbon also hosted an exclusive masterclass for 10 hairstylists with large social followings.
Looking Ahead: Twice-Yearly Collections and Digital Education
Tran plans to create two collections annually for Milbon. He will also publish educational content on both Milbon’s and his personal social media channels.
A Commitment to Professional Salon Exclusivity
McCune emphasized the brand’s focus: “Our goal is to be the most trusted partner for salon professionals. We believe that staying true to this philosophy will help us become the number one professional haircare company.”
When asked if Milbon might expand to drugstores or Sephora, McCune was clear: “Absolutely not. We remain dedicated to professional salons and hairstylists.”
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