ABOUT US AND OUR PHILOSOPHY

The Phi-ten/YUKO Mission
The Greek Φ("phi"): a symbol expressing harmony in the natural world.
Phi-ten is a leader in the development and manufacture of health-promoting technologies and products. Founded in 1983, the company has been dedicated to furthering the principle of harmony and balance in health, wellness and beauty. YUKO, the hair division, was launched in 1993 to serve this mission by incorporating the innovative Phi-ten technology into hair products and treatment. Today, YUKO is an established brand in the beauty industry, best known for its patented revolutionary technology that successfully combines hair straightening with hair beauty and health. There are approximately 20,000 participating beauty salons in Japan, and the company continues to expand the number of directly-managed YUKO salons to make Phi-ten/YUKO products available to people seeking beautiful yet manageable hair. Through its operation in Japan, the United Kingdom and United States, YUKO provides professional products as well as education and training to beauticians while delivering true hair beauty through its exceptional services to customers across the globe.
About Yuko Yamashita
YUKO is named after Yuko Yamashita, founder, Chief Executive Officer as well as hair beautician, lecturer and inspiration behind the YUKO brand. Her passion is about searching for ways to make problem hair manageable without compromising hair health, which she achieved through her collaboration with Phi-ten researchers in the development of the renowned YUKO Hair Straightening system. In addition, all products in her name use Aqua Gold (proprietary Phild-processed water), the key element which reshaped the common notion that chemical treatment results in damaged hair. While managing YUKO salons, Yuko Yamashita travels widely lecturing beauticians on the benefits of the internationally-patented hair straightening process and continues on her mission to make easy to care, beautiful hair more accessible to all.
YUKO Academy

A Higher Standard of Service
YUKO is a hair beauty system that brings together superior products, techniques and services. The YUKO Academy in Torrance, CA shares this knowledge in our classes lead by accredited YUKO technicians.
Supporting Salons & Beauticians through Knowledge-sharing & Skill Training:
The YUKO Academy is an educational institute that strives to take hair styling skills and techniques to a higher level. It is a project undertaken jointly by Phi-ten, YUKO and beauticians and aims to maximize customer satisfaction. Integrating product knowledge and new technology, the Academy provides guidance to licensed beauticians from across the nation so that they can gain the necessary skill in YUKO hair straightening, build confidence to work on all types of hair, and offer clients an entirely new hair experience at their salons.
 
PARTNERSHIP with World-Renowned Hair Salon TONY&GUY
In December 2002, YUKO signed a partnership agreement with TONI&GUY, a leading name in the UK and the world's beauty industry. This was the first time that TONI&GUY introduced hair beauty technology from Japan. Internationally renowned hairstylist Anthony Mascolo of TONY&GUY was impressed by the beautifully styled coiffures of the test models: "I was amazed and thrilled by the new technology. Now our customers in Europe will be able to enjoy silky-straight hair." Through TONI&GUY's network, YUKO hair straightening system has become widely available to customers in the U.K. and Europe.

TONI&GUY is an international chain of hair salons renowned for contemporary styling and cutting-edge skills. The company was founded in 1963 when Franco Mascolo opened his first shop in Streatham, south of London. In 1972, TONI&GUY became a household name with its original hairstyle, "Chunky," an immediate sensation in the fashion world. The company's name was immortalized with the subsequent success of the "California" look. Under the leadership of Anthony Mascolo, TONI&GUY continues to grow with its top service and outstanding hairstyles.

TONI&GUY WEBSITE TONI&GUY WEBSITE(UK)
Patents

The YUKO Hair Straightening System obtained patent approval in the United States in 2000. Not only was YUKO approved in an amazingly short time, it is quite rare for a Japanese beauty technology or system to be granted a patent in the United States.

And what makes YUKO so distinct is that it was approved as a Hair Repair, Styling and Straightening Processin addition to being a state-of-the-art hair straightening system, it is also a recognized technique of restoring health to the hair. YUKO Hair Straightening System changed the concept of hair straightening in Japan, and continues the hair straightening revolution throughout the world.
Aqua Gold

The world-renowned researchers of Phi-ten first developed the breakthrough technology of water-soluble gold, Aqua Gold. This electrically stable water allows for active ingredients in hair solutions to permeate the hair swiftly, minimizing damage from chemicals while producing the desired effect.

All YUKO products use soluble gold to bring to your hair the perfect harmony between exquisite beauty and vibrant health.