SENSE OF HUMOUR, a beauty brand founded by London-based hairstylist KENICHI, is debuting a new series called "BOHEMIAN." Ahead of its full-scale launch in 2015, the brand will launch an online store on November 25th. The image is of a "gypsy jetsetter" who lives the city but doesn't mind sleeping with salt-covered hair while traveling, and a "bourgeois bohemian" who enjoys an organic lifestyle despite being surrounded by luxury. Aimed at this type of person, the brand will offer styling items tailored to suit hair type and condition, as well as non-chemical shampoos and conditioners. Bohemian shampoo (5,500 yen) is silicone-free yet produces a rich lather. It gently removes sebum and adds volume to hair through scalp massage. Meanwhile, the conditioner (6,800 yen) also contains no conditioners, instead containing 100% argan oil to care for your scalp. Seven fruit extracts normalize the scalp's turnover cycle, and four plant-based oils with anti-aging properties are also included. Finally, use seawater (3,800 yen) to style your hair for a loose, natural look like a foreigner's. Because it contains no allergy-causing chemicals, the shampoo is safe and comfortable enough to be used as a body cleanser. Starting with a top note centered around pink lotus, the middle note is an exotic floral with neroli, and the base note is the fresh scent of rose geranium. The fragrance spreads with each massage, improving circulation and medicinal benefits, while also providing a luxurious bath experience.

KENICHI has worked on hair styling for editorial pages of magazines such as Vogue and Harper's Bazaar, as well as advertising visuals for brands such as Maison Martin Margiela and Guy Laroche.