Toi Toi Toi Shampoo
A shampoo and treatment designed to repair distortions in both the hair’s keratin and CMC structures.
Formulated with proprietary AEDS keratin, hydrophobic PPTs, and nano-sized CMC, it penetrates deep into the hair to restore internal integrity.
ToiToiToi helps maintain your hair’s inner framework, leaving it smooth, soft, and beautifully manageable.
A blend of three amino acid-based cleansing agents creates a rich, creamy lather—like a facial cleansing foam—to gently cleanse the hair and scalp.
Infused with four botanical extracts, it also delivers hydration to the scalp, helping to maintain a healthy scalp environment.
Made in Japan
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"Toi toi toi!" is a spell that means "I wish you good luck" or "Everything will go well."
The Toy Toy Toy seriesis a nature-infused home care line designed to transform the future of salon treatments. By blending traditional damage care with a new concept—"dressy care"—it helps maintain your hair’s natural structure while leaving it soft, smooth, and beautifully finished.
Created to bring happiness to everyone who uses it, Toy Toy Toy is more than care — it's a daily ritual of joy.
About Toi Toi Toi
Three types of amino acid-based cleansing ingredients create a fine, dense foam like facial cleansing cream, gently cleansing the hair and scalp. In addition, four types of plant extracts moisturize the scalp, helping to keep it healthy.
*It may be slightly cloudy, but this does not affect the quality.
AEDS keratin*1, hydrophobic PPT*2*3, and nano-sized CMC*4 repair damaged hair from the inside and improve the structure of the hair. By using it together with shampoo, it leads to "moisturized and smooth" hair that is easier to care for.
The secret to beautiful hair
Maintains Hair Structure for Lasting Smoothness & Moisture
The 3 Secrets Behind Beautiful, Healthy Hair
1. Repair of keratin skeleton
Little Scientist's proprietary ingredient "AEDS Keratin*1" repairs the keratin skeleton of your hair.
Because it is keratin with multiple cationic groups, it adheres to the damaged parts of the hair (negative parts). It repairs the damaged parts by forming ionic bonds using the "polycationic properties". It is also possible to cross-link the molecules by using the "SS bonds" of AEDS keratin. You can enjoy designing your hair every time you use it.
This unique remedy is even more effective when used together with the shampoo and treatment.
2. Strengthening Little's unique hydrophobic formula
Repairs Hair Structure with Every Wash
Little Scientist’s unique hydrophobic formula and nano-sized CMC work together to restore hair from the inside out.
- Hydrophobic PPT (AEDS Keratin¹, Silk², Collagen*³) is encapsulated in a surfactant and delivered via shampoo. During washing, it becomes insoluble and bonds directly to damaged areas, repairing them instantly.
- AEDS Keratin, with its positive charge, adheres strongly to negatively charged damaged hair.
- Nano-sized CMC (Ceramide⁴, Cholesterol, 18-MEA⁵) smooths and realigns internal structures for healthier, more resilient hair.
3. Home Care Hair Detox
Contains 4 types of natural plant extracts, including rooibos. Removes hydrogen peroxide and keeps hair and scalp healthy.
Hydrogen peroxide that remains after perming or coloring hair generates active oxygen, which ages the hair and scalp. Rooibos extract breaks down this hydrogen peroxide into light and water (photodecomposition), and the plant extract keeps the hair and scalp healthy.
*1 Aminoethyl disulfide keratin (wool) *2 Isostearoyl hydrolyzed silk AMP *3 (Dihydroxymethylsilylpropoxy) hydroxypropyl hydrolyzed collagen *4 Ceramide EOP, Ceramide NG, Ceramide NP, Ceramide AG, Ceramide AP *5 Quaternium-33 *6 Rooibos extract, licorice root extract, aloe vera juice, wild thyme extract