The Story
Vicrea & Honey Deep Moist Shampoo Step 1.0 is the first step in the popular Japanese &Honey hair care system — a sulfate-free moisturising shampoo built around honey, royal jelly and a chemistry that prioritises softness over squeak. The 440ml pump bottle is the standard size and is intended to be paired with the matching Step 2.0 treatment.
At a glance
- Best for: dry, frizzy, chemically-treated or coloured hair
- Key actives: honey, royal jelly, hyaluronic acid, vitamin B group
- Scent: signature white peony & honey fragrance — light, sweet and not overpowering
- Format: 440ml pump bottle, sulfate-free formulation
- Origin: Vicrea, Japan
- Best paired with: the matching &Honey Step 2.0 hair treatment. Browse our Japanese hair care collection
Why we stock &Honey Deep Moist
&Honey has been one of the most-requested Japanese drugstore hair brands among Hong Kong customers since its 2017 launch. The Deep Moist line (the gold-and-pink version) is the heaviest of the four current &Honey ranges and the right choice for parched, damaged or hard-water-stressed hair. We stock the Step 1.0 shampoo as the foundation of the routine; most customers buy both Step 1.0 and Step 2.0 together since the system is designed to work as a pair.
How to use
- Rinse hair thoroughly with warm water before applying shampoo — pre-rinsing removes about 70% of surface oil and lets less shampoo go further.
- Dispense 1–2 pumps into the palm, emulsify with a little water, then work into the scalp with fingertips (not nails). Don't pile hair on top of the head — massage at the scalp and let the lather travel down the lengths.
- Rinse fully, then follow with &Honey Step 2.0 treatment from mid-lengths to ends. Leave the treatment in for 2–3 minutes, then rinse.
- Use as often as you normally shampoo — the sulfate-free base is gentle enough for daily use, though most stylists suggest washing every 2–3 days for healthier hair.
Pro tip: if your hair is very long or thick, double-cleanse the first wash — a small first pass to lift product buildup, then a second proper wash for the actual cleanse. The second pass lathers properly when there's less oil to fight.
Key ingredients
- Humectants: honey (mel), royal jelly extract, sodium hyaluronate
- Surfactants: amino-acid based (cocoyl glutamate, sodium lauroyl methyl alanine) — sulfate-free
- Botanicals: argan oil, baobab seed oil, hibiscus flower extract
- Free from: sulfates (SLS, SLES), silicone heavy enough to cause buildup, mineral oil
&Honey Deep Moist vs other &Honey lines
&Honey makes four core lines, each tuned for a different hair concern. Deep Moist (Step 1.0/2.0): the heaviest, for dry and damaged hair (this product). Silky Smooth: lighter, for normal-to-fine hair that wants smoothness without weight. Melty Moist: protein-focused, for chemically-treated hair. Creamy: the newest, focused on curl definition. Choose Deep Moist if your main complaint is dryness or frizz; the others if your hair tends to go limp from heavy products.
FAQ
Is this authentic Japanese &Honey? Yes. We import direct via authorised Japanese distribution. Every bottle ships in original Japanese-language packaging with batch markings on the base.
Why doesn't it lather much? Sulfate-free amino-acid surfactants generate less foam than sulfate-based shampoos — this is by design and not a sign of poor performance. Less lather, gentler cleanse, less stripping of natural oils.
Will it weigh down fine hair? Deep Moist is the heaviest &Honey line. If your hair is fine or oily-roots, try the Silky Smooth line instead.
Is it safe for coloured hair? Yes — sulfate-free formulas are the gold standard for protecting hair colour. &Honey is widely recommended by colourists in Japan.
How long does a 440ml bottle last? At 1–2 pumps every other day, roughly 3–4 months for medium-length hair, longer for short hair.
Do I have to use Step 2.0? The system works best as a pair, but the shampoo alone is still a competent sulfate-free cleanser. If you skip Step 2.0, follow with any rinse-out conditioner suited to your hair.
About &Honey
&Honey is a brand by Vicrea Co., Ltd., Japan. NANA MALL is an independent authorised reseller.
Details & Craftsmanship
Every detail has been carefully considered to bring you the perfect product.
Details & Craftsmanship
Every detail has been carefully considered to bring you the perfect product.
Description
Vicrea & Honey Deep Moist Shampoo Step 1.0 is the first step in the popular Japanese &Honey hair care system — a sulfate-free moisturising shampoo built around honey, royal jelly and a chemistry that prioritises softness over squeak. The 440ml pump bottle is the standard size and is intended to be paired with the matching Step 2.0 treatment.
At a glance
- Best for: dry, frizzy, chemically-treated or coloured hair
- Key actives: honey, royal jelly, hyaluronic acid, vitamin B group
- Scent: signature white peony & honey fragrance — light, sweet and not overpowering
- Format: 440ml pump bottle, sulfate-free formulation
- Origin: Vicrea, Japan
- Best paired with: the matching &Honey Step 2.0 hair treatment. Browse our Japanese hair care collection
Why we stock &Honey Deep Moist
&Honey has been one of the most-requested Japanese drugstore hair brands among Hong Kong customers since its 2017 launch. The Deep Moist line (the gold-and-pink version) is the heaviest of the four current &Honey ranges and the right choice for parched, damaged or hard-water-stressed hair. We stock the Step 1.0 shampoo as the foundation of the routine; most customers buy both Step 1.0 and Step 2.0 together since the system is designed to work as a pair.
How to use
- Rinse hair thoroughly with warm water before applying shampoo — pre-rinsing removes about 70% of surface oil and lets less shampoo go further.
- Dispense 1–2 pumps into the palm, emulsify with a little water, then work into the scalp with fingertips (not nails). Don't pile hair on top of the head — massage at the scalp and let the lather travel down the lengths.
- Rinse fully, then follow with &Honey Step 2.0 treatment from mid-lengths to ends. Leave the treatment in for 2–3 minutes, then rinse.
- Use as often as you normally shampoo — the sulfate-free base is gentle enough for daily use, though most stylists suggest washing every 2–3 days for healthier hair.
Pro tip: if your hair is very long or thick, double-cleanse the first wash — a small first pass to lift product buildup, then a second proper wash for the actual cleanse. The second pass lathers properly when there's less oil to fight.
Key ingredients
- Humectants: honey (mel), royal jelly extract, sodium hyaluronate
- Surfactants: amino-acid based (cocoyl glutamate, sodium lauroyl methyl alanine) — sulfate-free
- Botanicals: argan oil, baobab seed oil, hibiscus flower extract
- Free from: sulfates (SLS, SLES), silicone heavy enough to cause buildup, mineral oil
&Honey Deep Moist vs other &Honey lines
&Honey makes four core lines, each tuned for a different hair concern. Deep Moist (Step 1.0/2.0): the heaviest, for dry and damaged hair (this product). Silky Smooth: lighter, for normal-to-fine hair that wants smoothness without weight. Melty Moist: protein-focused, for chemically-treated hair. Creamy: the newest, focused on curl definition. Choose Deep Moist if your main complaint is dryness or frizz; the others if your hair tends to go limp from heavy products.
FAQ
Is this authentic Japanese &Honey? Yes. We import direct via authorised Japanese distribution. Every bottle ships in original Japanese-language packaging with batch markings on the base.
Why doesn't it lather much? Sulfate-free amino-acid surfactants generate less foam than sulfate-based shampoos — this is by design and not a sign of poor performance. Less lather, gentler cleanse, less stripping of natural oils.
Will it weigh down fine hair? Deep Moist is the heaviest &Honey line. If your hair is fine or oily-roots, try the Silky Smooth line instead.
Is it safe for coloured hair? Yes — sulfate-free formulas are the gold standard for protecting hair colour. &Honey is widely recommended by colourists in Japan.
How long does a 440ml bottle last? At 1–2 pumps every other day, roughly 3–4 months for medium-length hair, longer for short hair.
Do I have to use Step 2.0? The system works best as a pair, but the shampoo alone is still a competent sulfate-free cleanser. If you skip Step 2.0, follow with any rinse-out conditioner suited to your hair.
About &Honey
&Honey is a brand by Vicrea Co., Ltd., Japan. NANA MALL is an independent authorised reseller.
