AROMASE (Chinese: 艾瑪絲) is a Taiwanese scalp-care and hair-care brand founded in 2004 by Eric Chen. Unlike conventional shampoo brands that focus primarily on hair appearance, AROMASE positions itself around scalp health, scalp cleansing, botanical ingredients, dermatological collaboration, and consumer education. The brand’s central philosophy is that healthy hair begins with a healthy scalp. 1

The brand is operated by MacroHi Co., Ltd., which was established in 2003, one year prior to the launch of AROMASE. Today, AROMASE describes itself as an international scalp-care brand, with products distributed through pharmacies, beauty retailers, clinics, and online channels across numerous markets. 2

The company’s history notes that MacroHi was founded as a scalp-care company in 2003, with AROMASE created the following year.

AROMASE explains its name as a combination of “AROMA,” referring to fragrance or aroma, and “SE,” derived from the Chinese concept of hair strands. This naming convention connects the sensory experience of aroma with hair and scalp care. 3

The name reflects two core ideas:

• Natural botanical care
• A sensory, aromatic approach to scalp and hair care

However, the brand’s identity prioritizes scalp health over fragrance.

Eric Chen and the Origin of AROMASE

Founder Eric Chen came from a family with a long history in hair-product manufacturing. He accumulated extensive experience in the industry and was exposed to international salon and beauty markets during overseas study and travel.

Chen observed that while professional scalp and hair care was relatively developed internationally, the Taiwanese market at the time focused heavily on traditional hair services such as washing, coloring, perming, and conditioning. He identified an opportunity to address what he believed was overlooked: the scalp itself.

This observation became the foundation of AROMASE. The company’s philosophy can be summarized as: Don’t only take care of the visible hair; take care of the scalp from which the hair grows.

From Hair Care to Scalp Care

A key distinction for AROMASE is its shift in focus from the hair shaft to the scalp. While conventional shampoo brands often communicate benefits related to smoothness, shine, fragrance, moisturizing, damaged hair repair, or styling, AROMASE places the scalp at the beginning of the product-development process.

Its mission states that healthy hair starts with a healthy scalp, and care should address problems at their source rather than merely improving the hair’s surface appearance.

“Scalp First”

In AROMASE’s branding, this concept is expressed through the idea of 「氧髮淨化，源自根本」 — broadly translated as hair vitality/purification begins at the root. 4

Core Pillars

1. Scalp Health: The brand treats the scalp as a critical part of skin health, not just an extension of hair. This influences product development, educational programs, and collaborations with dermatologists.
2. Botanical Ingredients: AROMASE emphasizes plant-derived and herbal ingredients. It distinguishes itself from generic “natural shampoo” companies by combining botanical ingredients with formulation technology and professional scalp-care concepts.
3. Evidence and Professional Collaboration: The brand has historically emphasized collaboration with dermatologists. Its international history notes work with Dr. Chou in developing scalp-care products, positioning AROMASE between beauty, botanical, and professional scalp-care segments.

5α Juniper Scalp Purifying Liquid Shampoo

Introduced in 2015, the 5α Juniper Scalp Purifying Liquid Shampoo is considered a major turning point for the brand. Developed in collaboration with a dermatologist, it was designed as a liquid scalp-cleansing product rather than a conventional thick shampoo.

The formulation incorporated a glycyrrhetinic-acid complex and botanical concepts, positioned as a non-medicated scalp-care solution. This product helped establish AROMASE’s identity as a specialist in scalp purification rather than just another shampoo portfolio item.

Product Organization

Rather than organizing products purely by hair type, AROMASE organizes its portfolio around scalp needs. Areas addressed include:

• Scalp cleansing
• Oily scalp
• Dandruff-related concerns
• Sensitive scalp
• Dry scalp
• Scalp nourishment
• Hair strengthening
• Everyday scalp maintenance
• Body and scalp cleansing

Note that exact assortments vary by country due to regulatory and market differences.

“Purification” is a recurring theme in AROMASE’s communication. The underlying premise is that scalp issues are often associated with:

• Excess sebum
• Buildup
• Impurities
• Unhealthy scalp environments
• Inappropriate cleansing habits

Consequently, the brand emphasizes cleaning and maintaining the scalp itself rather than simply conditioning the hair shaft. Words such as purify, cleanse, scalp, root, and balance appear frequently in its messaging. The brand aims to improve scalp-care routines using liquid-form products designed to clean the scalp at the start of the routine.

AROMASE has expanded beyond selling products to create a broader scalp-care ecosystem.

Scalp Examination

The company developed proprietary scalp-examination software and promoted scalp-health education. This includes offering scalp examinations and lectures to help consumers understand their specific scalp conditions.

Scalp-Care Centers

According to corporate history, AROMASE opened a scalp-care center in Taipei. Subsequently, it established a presence within medical institutions, including En Chu Kong Hospital in 2017, where scalp examinations were provided before medical consultations. This move reinforced its positioning as more than a cosmetic shampoo company, bridging the gap between retail beauty and clinical care.

Education

Investment in scalp-care education began around 2010. Activities include:

• Public education campaigns
• Community events
• Cooperation with dermatology clinics
• Charitable scalp-care programs

The brand operates on the belief that consumers need to understand their scalp before they can properly care for it.

B Corporation Certification

AROMASE became a Certified B Corporation in 2020, making it one of the few certified hair-product companies in Taiwan at the time. B Corp certification evaluates companies on governance, employee welfare, environmental impact, community engagement, and customer/social impact. This credential supports the brand’s positioning as a company concerned with people, society, and the environment beyond commercial performance.

Sustainability Initiatives

Sustainability is integral to AROMASE’s identity, extending to packaging, manufacturing, and corporate responsibility. Recognitions listed on its international site include:

• Cradle to Cradle Certified — Bronze
• Sustainable Beauty Award 2023 — Sustainable Packaging
• Red Dot Award 2022
• Good Design Award 2021
• iF Design Award 2021

During the COVID-19 pandemic, the company donated hygiene and scalp/hair-care products to healthcare and nonprofit organizations.

Although originated in Taiwan, AROMASE has developed an international distribution network. Corporate materials state the brand is available in more than 20 countries, distributed through hospitals, dermatology clinics, aesthetic clinics, chain beauty/pharmacy retailers, and online platforms.

Key historical expansion markets include:

• United States
• Germany
• Korea
• Malaysia
• Thailand
• Russia

The brand has also appeared at international beauty exhibitions such as Cosmoprof Asia and Cosmoprof Bologna. This strategy represents an attempt to take a specialized rather than mass-market proposition overseas.

• 2003: MacroHi Co., Ltd. founded by Eric Chen as a company focused on professional scalp care.
• 2004: AROMASE launched, establishing its scalp-care-focused identity.
• 2010: Expansion of scalp-care education, examinations, and CSR activities.
• 2012: Entry into Taiwan’s major pharmacy and beauty-store chains.
• 2014: Opening of an AROMASE scalp-care center in Taipei.
• 2015: Introduction of the 5α Juniper Scalp Purifying Liquid Shampoo following collaboration with a dermatologist.
• 2016: International expansion and development of scalp-examination technology.
• 2017: Establishment of a scalp-care center in a major hospital and expansion of the medical-clinic network.
• 2018: Further expansion into Asian markets including Korea, Malaysia, and Thailand.
• 2019–2021: Receipt of various international beauty, packaging, and design recognitions.
• 2020: Became a Certified B Corporation and obtained Cradle to Cradle Bronze certification.
• 2020s: Continued international expansion while developing sustainability and social-impact positioning.

AROMASE positions itself as providing “Professional-inspired botanical scalp care for everyday consumers.” It occupies a middle ground between:

Drugstore hair care ↓
Botanical / natural hair care ↓
AROMASE: Scalp-focused professional care ↓
Dermatology / clinical scalp care

The company deliberately avoids positioning its products as medicines, instead emphasizing non-medicated scalp care, botanical ingredients, and professional knowledge.

AROMASE is best understood as a “scalp-care specialist” rather than a conventional shampoo company. Its narrative combines Taiwanese hair-product heritage, a focus on neglected scalp health, botanical and professional formulation, and social/environmental responsibility. The overarching strategic idea remains simple: Healthy hair starts at the scalp. All elements—from the 5α product line to dermatologist collaborations and sustainability initiatives—serve as extensions of this central proposition.

1. B型企業 草本頭皮養護品牌艾瑪絲 品牌故事｜艾瑪絲 AROMASE
2. Our Mission | AROMASE
3. AROMASE Official Website
4. 品牌精神｜艾瑪絲 Aromase