Shiseido Fino Premium Touch Hair Mask: a Guru Score of 78%

What the gurus are saying.

Every take we've logged from this product's reviews across YouTube. Click any row to watch the moment they said it.

All takes Yay takes Nay takes Mixed takes Hide sponsored

✓Yay

"You only need to leave it on the hair for a short amount of time so you can use it like conditioner. [...] I have used it a few times and it makes my hair manageable. It has silicone, which improves getting rid of tangles, and I really like that. I like the very subtle floral scent this one has. [...] My hair is very much due a cut so nothing will save these strands, and in the heat it's very frizz-prone, but I will keep using it and then report back eventually."

Gothamista

683k subs

✓Yay

"This is the ultimate value for money hair formula, the most sophisticated formula at the most affordable price. This has Shiseido's luxury technology and even skincare ingredients in the mask. In my experience, Japanese hair masks are just next level performance-wise. The mask has a very unique texture, it's very balmy, so it kind of feels oily, greasy, heavy, but it really does something to the hair. All of that washes out but just leaves the hair looking so beautiful and soft."

CYoung

95k subs

✓Mixed

"I felt it was much more effective, my husband touched it and definitely picked this side, it's a lot more silky. You can feel the difference right after you use it, but it doesn't stay like that for long. I don't like the packaging though, it's a jar you dig into with wet fingers, water gets inside it and it doesn't feel hygienic. I cannot wait to finish it, I just wanted to use other products."

Dr. Jenny Liu

323k subs

✓Yay

"You have to spend some time with it, [...] I recommend at least leaving this on for 20 minutes or longer. If you just leave it on for 5 minutes, you [...] really won't feel like [...] it does much. [...] The longer you leave it on your hair, the better the results would be. What is unique about this mask is its ingredients in the formula, something [...] we don't see here in the US."

All 2 takes from Dr. Jenny Liu

Derm reviews viral Japanese skincare products | Dr. Jenny Liu

"You have to spend some time with it, [...] I recommend at least leaving this on for 20 minutes or longer. If you just leave it on for 5 minutes, you [...] really won't feel like [...] it does much. [...] The longer you leave it on your hair, the better the results would be. What is unique about this mask is its ingredients in the formula, something [...] we don't see here in the US."

A Dermatologist’s Prime Day Cart: Skin + Hair Edition | Dr. Jenny Liu

"Now hair mask, I think definitely the Fino Premium Touch Hair Mask is a good one, but for me personally I don't think it was just like that amazing compared to what other creators have said on social media, but that is a really nice one. If you are looking for a lightweight hair mask for extra repair um due to like damage from coloring, heat styling."

Nipun Kapur

412k subs

✓Yay

"I am going to repurchase it. I absolutely absolutely love it. This has made it to my Holy Grail hair masks. [...] This is life-changing and if you wanted to get one Japanese hair care product and if you have dry frizzy hair, dry frizzy colored hair, dry hair in general, [...] get this one. You will not be disappointed. This is a product I highly highly want to recommend."

Tina Tanaka Harris

277k subs

✓Yay

"It is very much a silicone conditioning mask, and [...] it has that very premium Japanese salon scent. Having tried it more recently on healthier hair, I get the hype. The biggest difference is the immediate shine afterwards. My hair, honestly, right after was like shining, shimmering, splendid. It really does soften and smooth the surface. They claim that it transforms your hair so you can't stop running your fingers through your hair."

What the evidence says.

Independent of what the gurus think, this is what the published research supports about the main active ingredients here.

Humectants and emollients

Ingredients like these draw water into the surface layers and slow how fast it leaves. The evidence is for comfort, softness and hydration rather than for changing the structure of the skin.

Source: DermNet

Vitamin E

Vitamin E is an antioxidant, and it is often in a formula to keep the other ingredients stable rather than as the active itself. It pairs well with vitamin C, though on its own the evidence for visible change is limited.

Source: NIH, National Library of Medicine

Frequently asked.

What is Shiseido Fino Premium Touch Hair Mask?

A Japanese hair treatment mask with silicone and skincare ingredients, designed to be left on for 10-20 minutes before shampooing to improve softness, shine, and manageability.

Is Shiseido Fino Premium Touch Hair Mask worth it?

Mostly yes. 6 of the 7 gurus who reviewed it give it their stamp of approval, for a Guru Score of 78%.

What is Shiseido Fino Premium Touch Hair Mask's Guru Score?

Shiseido Fino Premium Touch Hair Mask holds a Guru Score of 78%. That is our read on how warmly the experts talk about it, based on the verdicts of 7 expert reviewers we have collected.