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Masami Review 2026: Is Masami Worth It? We Break Down 10 Best-Sellers
Last updated October 2026 · Researched from lovemasami.com, verified customer reviews, the brand's awards and policy pages, and third-party retailer reviews
Masami Mekabu Hydrating Shampoo and Conditioner, the brand's two best-known bottles
If you have spent any time hunting for a "hydrating" shampoo that doesn't leave fine hair flat or curly hair crunchy, you have probably run into the green bottles from Masami. This Masami review looks at whether a $38 seaweed shampoo is a genuine upgrade or just pretty packaging. The brand's pitch is simple: one Japanese ocean botanical, mekabu (the nutrient-dense part of the wakame seaweed plant), used across a short line of sulfate-free, paraben-free, vegan haircare that hydrates without weighing hair down.
We did not test these products in a lab. Instead, we went through the brand's ingredient and product information, its policies and awards, the star ratings and verified reviews on every product page, and reviews on third-party sites. Our bottom line: Masami is a legit, well-reviewed clean haircare brand that suits dry, frizzy and color-treated hair best, as long as you are fine with a low-lather shampoo and premium pricing.
Quick Verdict
Best for: Dry, frizzy, color-treated or curly hair (the brand cites 2a to 4c curls), and anyone who wants clean, vegan, sulfate-free haircare that won't weigh hair down.
Skip if: You love a rich, foamy lather, you are on a tight drugstore budget, or you need a medicated dandruff treatment.
Price range: $15 to $145 for Masami's own products at time of writing (October 2026); full-size shampoo and conditioner are $38 each.
Our rating: 4.5/5, based on a 4.8-star store average across verified reviews, strong per-product ratings, a 30-day return window and a long list of industry awards, minus points for price and the low-foam learning curve.
What Is Masami?
Masami is a premium clean haircare brand founded in New York City in 2020 by CEO Lynn Power, co-founder James Hammet and his husband Masahiro Sasaki. The idea came from Masa's family tradition of using ocean botanicals from the bays of Otsuchi in Iwate prefecture, northeastern Japan, in their beauty routines and diet. After the 2011 tsunami damaged those bays, the founders set up The Masami Institute to support local marine biology research.
Every formula is infused with mekabu powder sourced from a family-owned, food-grade seaweed company in Iwate. The core line launched with four products (shampoo, conditioner, styling cream and shine serum), followed in 2023 by a scalp scrubber and a fast drying hair towel. Masami sells direct to consumers on lovemasami.com, through salons and retailers, and also curates a selection of partner clean beauty brands on its site.
Is Masami Legit?
Yes. Masami has been operating since 2020, publishes clear shipping and return policies, and its products carry Leaping Bunny cruelty-free and PETA vegan certifications according to the brand's sustainability page. The store's review platform shows an average of 4.8 stars across its products, and third-party review sites echo the same themes: real hydration, less frizz, fewer wash days.
The brand also lists a run of industry awards, including Beauty Innovation Awards Haircare Product of the Year (2021) and Conditioner of the Year (2022), CEW Indie 25 (2024) and Mindful Awards Haircare Product of the Year (2024). It appeared on USA Network's America's Big Deal in December 2021. We found no red flags; the main complaints are about lather, scent and price, not about orders going missing.
The Best Masami Products, Reviewed
1. Mekabu Hydrating Shampoo — Best for Everyday Low-Foam Cleansing
Masami Mekabu Hydrating Shampoo in its 10 oz bottle
Price: $38 · Size: 10 oz · Rating: 4.8/5 from 85 reviews
The Masami Mekabu Hydrating Shampoo is the product that built the brand. Alongside mekabu, it uses apricot oil, coconut oil and kombu (laminaria japonica) to cleanse while leaving moisture behind. It is deliberately low foaming because there are no sulfates, so expect minimal suds. The brand's argument is that heavy lather strips hair and pushes your scalp to produce more oil, and many reviewers say they can now go an extra day or two between washes. You only need a small amount, which helps a $38 bottle last.
Pros
Sulfate-, paraben- and phthalate-free, vegan and color safe
Reviewers report fewer wash days and softer hair
Works across straight, wavy and curly textures
Cons
Low lather takes some getting used to
Pricier than most drugstore and salon shampoos
2. Mekabu Hydrating Conditioner — Best for Dry, Frizzy and Curly Hair
Masami Mekabu Hydrating Conditioner, a former Conditioner of the Year winner
Price: $38 · Size: 10 oz · Rating: 4.7/5 from 48 reviews
If you buy only one product, most reviewers point to the Masami Mekabu Hydrating Conditioner. Mekabu is paired with kombu seaweed, aloe vera, blueberry extract and vitamin B to restore softness, shine and manageability while soothing the scalp. The brand pitches it squarely at dry, brittle, frizzy and color-treated hair, and specifically calls out waves and curls from 2a to 4c. The standout claim, repeated often in reviews, is that it hydrates without feeling greasy or flattening fine hair, which is where many rich conditioners fail.
Pros
Lightweight hydration that suits fine and thick hair
Loved by curly and color-treated reviewers
Award-winning formula with a clean ingredient list
Cons
A few reviewers with very fine hair noticed some residue
Scent is subtle, which some find underwhelming
3. Mekabu Hydrating Shine Serum — Best Finishing Step for Dull Hair
Applying Masami Mekabu Hydrating Shine Serum to the ends
Price: $34 · Size: 1.7 oz glass bottle · Rating: 4.8/5 from 41 reviews
The Masami Shine Serum is designed for unruly, dull or over-processed hair that needs a smoother, glossier finish. It is lightweight and meant as the last step of your routine, adding shine and softness while helping hair color look more vibrant. It now comes in a glass bottle, a small but welcome sustainability upgrade. With a 4.8-star average, it is one of the brand's highest-rated products, and a little goes a long way, so a single bottle should last a good while for most hair lengths.
Pros
Noticeable shine without a heavy, oily feel
Works on most hair types and textures
Glass packaging
Cons
Small 1.7 oz size for the price
Very thick or coarse hair may need a richer oil as well
4. Mekabu Hydrating Styling Cream — Best for Flexible, Frizz-Free Hold
Masami Mekabu Hydrating Styling Cream in the 4 oz jar
Price: $36 · Size: 4 oz · Rating: 4.7/5 from 24 reviews
The Masami Styling Cream tries to replace a wax, paste and cream with one jar. Mekabu and aloe vera add hydration and shine, while vitamin E, grapeseed oil and sweet almond oil nourish from root to tip and help tame frizz. It is non-greasy and non-sticky, works on wet or dry hair, and gives a flexible hold that can go messy, sleek or anywhere in between. It is a curl definer for some reviewers and a texturiser for short cuts for others, which makes it a genuinely unisex product.
Pros
Versatile: defines curls, tames frizz, styles short hair
Use on wet or dry hair
No crunch or stickiness
Cons
Hold is flexible, not strong, so not ideal for sculpted styles
Fewer reviews than the shampoo and conditioner
5. Mekabu Hydrating Haircare Travel Kit — Best Way to Try the Whole Line
The Masami Mekabu Hydrating Haircare Travel Kit with its zip bag
Price: $44 · Includes: 2 oz shampoo, 2 oz conditioner, 2 oz styling cream, 1 oz shine serum · Rating: 4.6/5 from 17 reviews
Not sure the low-foam routine is for you? The Masami Travel Kit is the smartest entry point. You get travel sizes of all four core formulas, so you can test the full routine for a little more than the price of one full-size bottle. It is carry-on friendly, color safe, vegan and gender neutral, making it a practical gift as well. If the shampoo and conditioner click with your hair, you can then move up to full sizes or a bundle with less risk.
Pros
Tries every core product for $44
TSA-friendly sizes
Good gift option
Cons
Lower rating than the full-size products
Small sizes run out fast on long or thick hair
6. Ultimate Hydrating Haircare System — Best Value for Committed Fans
Masami Ultimate Hydrating Haircare System with towel and scalp scrubber
Price: $145 (individual items total $181) · Includes: 10 oz shampoo, 10 oz conditioner, 4 oz styling cream, shine serum, Fast Drying Hair Towel, Wabi Sabi Scalp Scrubber
The Masami Ultimate Hydrating Haircare System bundles every full-size formula with the brand's two accessories at 20% off individual prices. If you already know you like the shampoo and conditioner, this is the most cost-efficient way to build the full routine, and the towel and scrubber round it out into a complete wash-day ritual. It also makes a polished gift. Just be sure the formulas suit your hair first, because $145 is a big outlay to return.
Pros
Saves $36 versus buying each item separately
Complete routine plus two accessories
Strong gift option
Cons
High upfront cost
Very few product-specific reviews so far
7. Low Maintenance Haircare Bundle — Best Budget Bundle
Masami Low Maintenance Haircare Bundle with travel sizes and a black scalp scrubber
Price: $38 (regularly $48) · Includes: travel shampoo and conditioner, travel styling cream, black Wabi Sabi Scalp Scrubber
The Masami Low Maintenance Haircare Bundle is aimed at people who want good hair without a ten-step routine. For the price of one full-size shampoo, you get travel sizes of the shampoo, conditioner and styling cream plus a scalp scrubber. It is the cheapest way into the brand that still includes an accessory, and it covers the basic wash-condition-style routine most people actually use day to day.
Pros
$10 off the regular price
Includes the well-rated scalp scrubber
Simple three-step routine
Cons
No shine serum included
Travel sizes, not full sizes
8. Wabi Sabi Scalp Scrubber — Best Small Upgrade
Masami Wabi Sabi Scalp Scrubber in white
Price: $15 · Colors: White, Black · Size: 3 in wide x 2.75 in high · Rating: 4.9/5 from 10 reviews
Named after the Japanese philosophy of finding beauty in imperfection, the Masami Wabi Sabi Scalp Scrubber has a hand fire-branded wooden back, so no two are exactly alike. Use it wet or dry to massage your scalp, work shampoo in more evenly and lift buildup. It has the highest average rating in the line, and at $15 it is an easy add-on to push an order past the free shipping threshold. Treat it as a scalp care tool, not a treatment for hair loss.
Pros
Highest-rated Masami product
Handmade feel, two colors
Inexpensive add-on
Cons
Small number of reviews
Wooden back needs to dry between uses
9. Fast Drying Hair Towel — Best for Air-Drying Without Frizz
The Masami Fast Drying Hair Towel in use after washing
The Masami Fast Drying Hair Towel is made by Once Again Home, a female-founded small business in Chicago, and each one uses three recycled plastic bottles. It is oversized to fit all hair lengths, twists and buttons at the front, and dries quickly between uses so it doesn't turn musty. It is machine washable and has a hanging loop. For curly and frizz-prone hair, a smooth wrap like this is far gentler than a rough bath towel.
Pros
Perfect 5.0 average rating
Recycled materials, made by a small US business
Fits long and thick hair
Cons
Only eight reviews so far
Synthetic fabric rather than cotton or silk
10. Pro-Ocean Refillable Shampoo Bottle — Best for Plastic-Free Bathrooms
Masami Pro-Ocean Refillable black ceramic bottle with refill pouch
Price: $138 · Size: 32 oz black ceramic bottle with Mekabu Hydrating Shampoo
The Masami Pro-Ocean Refillable Shampoo Bottle is a large, black ceramic pump bottle filled with the same Mekabu Hydrating Shampoo, designed to replace plastic packaging over time. Once you own it, you top it up with 32 oz refill pouches ($104). A matching conditioner bottle is also available at the same price. It looks striking on a bathroom shelf and works well for households or salons that go through a lot of shampoo, but it is a premium buy and has only a single review so far.
Pros
Reusable ceramic replaces plastic bottles
Large 32 oz size for households and salons
Refill pouches available
Cons
Expensive upfront
Only one customer review
Masami Quality & Formulas
Masami's formulas are free of sulfates, parabens and phthalates, and the brand says it formulates to EU cosmetics standards, which restrict far more ingredients than US rules. All products are vegan, cruelty-free, gender neutral and color safe. Mekabu powder is sourced fresh from Iwate, Japan, and the brand says every formula was tested across a wide range of hair types before launch.
Hair types: Designed for virtually all hair types; curls from 2a to 4c, plus fine, straight hair that needs volume
Lather: Low foam by design, since there are no sulfates
Wash frequency: The brand suggests every 2 to 3 days for most people, often less with Masami
Scalp conditions: Gentle for the scalp, but not a dandruff treatment; see a dermatologist for medical issues
Packaging: Recyclable plastic bottles, a glass serum bottle and ceramic refillable options
Shipping, Returns & Warranty
Free shipping: On US orders of $50 or more
Carriers: USPS or UPS; most orders ship within 3 to 4 days
International: International shipping is available
Returns: 30 days from purchase on unused products for a full refund to the original card
Return labels: Print a FedEx label at home; international returns are handled by email
Certifications: Leaping Bunny cruelty-free and PETA vegan
Masami vs. Competitors
Briogeo: A similar clean, mid-premium price tier with a much bigger range and wide retail availability; Masami is more focused, built around a single seaweed ingredient, and lighter on fine hair.
Prose: Custom-formulated haircare sold mainly by subscription; it suits people who want a personalised formula, while Masami is a fixed, simple routine with no quiz or subscription needed.
OUAI: Salon-style formulas split by hair type with a strong signature scent; Masami is fragrance-subtle, vegan and positioned around hydration rather than fragrance.
How to Save at Masami
The easiest saving is code JAYSONREVIEW. We checked it in the cart in October 2026: it takes 15% off your entire order and applies automatically when you shop through our links, so the Masami promo code is already in your bag by the time you check out. Other ways to save:
Bundles: Most Masami bundles are 20% off individual prices, such as the Everything Shower Bundle ($88.80, regularly $111) and the Hair Styling Bundle ($56, regularly $70)
Free shipping: Spend $50 or more on a US order
Rewards program: Earn points on purchases, birthdays, social follows and referrals, then redeem them for discounts or free products
Travel sizes: Start with the $44 Travel Kit or $38 Low Maintenance Bundle before committing to full sizes
Across Masami's own product pages and third-party review sites, the feedback is consistent. Here is the paraphrased summary.
What people love
Real hydration without heaviness: Reviewers with both fine and thick hair say the conditioner softens and smooths without flattening roots.
Less frizz and more shine: Curly, wavy and color-treated customers often mention calmer frizz and glossier lengths.
Fewer wash days: A recurring comment is that hair stays fresh longer between washes.
Common complaints
Low lather: Some shoppers miss the foam and feel they are not getting clean at first.
Scent, packaging and price: A few reviewers wanted a more luxurious scent and feel for the money, and some with very fine hair noticed residue.
FAQ
Is Masami good for curly hair?
Yes. The brand says its formulas are designed for curls from 2a to 4c, and curly reviewers frequently praise the conditioner and styling cream for definition and frizz control.
Is Masami sulfate-free and safe for color-treated hair?
Yes. All Masami haircare is free of sulfates, parabens and phthalates and is labelled color safe.
Why doesn't Masami shampoo lather much?
Without sulfates there are far fewer suds. The brand says low-foam cleansing avoids stripping your hair and scalp, which is why many users can wash less often.
Is Masami vegan and cruelty-free?
Yes. Masami is vegan and cruelty-free, with Leaping Bunny and PETA vegan certifications listed on its sustainability page.
Where is Masami made, and where does mekabu come from?
Masami was founded in New York City. Its mekabu powder comes from a family-owned seaweed company in Iwate, northeastern Japan.
What is Masami's return policy?
You have 30 days from purchase to return unused products for a full refund to your original payment method.
Final Verdict: Our Masami Review Bottom Line
Masami is not a gimmick. It is a small, focused, award-winning clean haircare line with a 4.8-star average across verified reviews and a clear point of difference: weightless hydration from Japanese mekabu seaweed. It is at its best for dry, frizzy, curly or color-treated hair, and for anyone who wants a clean, vegan routine that doesn't flatten fine hair.
The trade-offs are real: the shampoo barely lathers, the scent is subtle, and $38 a bottle is a premium price. Our advice is to start with the Travel Kit or the Low Maintenance Bundle, and if your hair responds, move up to full sizes or the Ultimate Hydrating Haircare System for the best value. Shopping through our Masami discount link applies code JAYSONREVIEW automatically for 15% off your order, and the 30-day return window keeps the risk low.
How We Researched This Review
We did not personally test Masami products. This review is based on the brand's product, ingredient and policy pages on lovemasami.com, the star ratings and verified reviews shown on each product page, the brand's published awards, and customer feedback on third-party review sites. We also confirmed the JAYSONREVIEW discount in a live cart in October 2026; prices are accurate at time of writing and may change.
