Rehues is a Singapore-based haircare and beauty brand specialising in products for colour-treated, bleached, and damaged hair. The company positions itself as an at-home alternative to frequent salon visits, combining colour-depositing technology with hair repair and conditioning.1 Its flagship product line centres on the Colour Lock™ system, designed to refresh faded colour and maintain vibrancy without the use of permanent dyes.

The brand was founded by Joanne Chia and operates primarily through direct-to-consumer e-commerce channels. While it markets internationally, Rehues emphasises its identity as a Singapore-made brand formulated specifically for Asian hair types and humid climate conditions.

Rehues was established by Joanne Chia, a Singaporean entrepreneur with a background in marketing and experience in the fast-moving consumer goods (FMCG) and technology sectors. Prior to founding Rehues, Chia held roles at companies including foodpanda and Carousell.4

The inspiration for the brand stemmed from Chia’s personal experiences. Having coloured her hair since the age of 16, she became frustrated by how quickly expensive salon treatments faded and how repeated bleaching left her hair brittle and damaged. She experimented with colour shampoos from Japan, Korea, and the United States but found them lacking due to issues such as dryness, unpleasant odours, or insufficient performance.

Encouraged by her husband to develop a better solution, Chia travelled to Taiwan, Japan, Korea, and China to research ingredients and formulations. The development of the first four colours reportedly took approximately six months. The core proposition that emerged was that hair colour should be maintainable at home without sacrificing hair health or the sensory experience associated with premium haircare.

The company is incorporated as REHUES PTE. LTD. in Singapore. It was registered on 30 March 2026 with the Unique Entity Number (UEN) 202614015C. Its primary business activity is listed as the retail sale of cosmetics and toiletries.2

Separately, trademark records indicate that Hyperbrands Pte. Ltd. filed a U.S. trademark application for REHUES on 14 February 2026. This application covers a broad range of haircare and hair-colouring products, including pigment-infused shampoos, masks, and colour-refreshing items.5 These corporate filings suggest a strategic focus on international expansion and intellectual property protection from the outset.

Rehues’ portfolio is built around a system that addresses two simultaneous problems faced by people with coloured hair: colour fading over time and chemical damage to the hair structure. Unlike traditional colour-safe shampoos that only attempt to slow colour loss, Rehues combines pigment deposition with conditioning and repair agents.

Colour Lock™ & Bond Repair Shampoo

This is the brand’s flagship product. Designed to deposit pigments onto the hair during washing, the shampoo aims to refresh faded colour and gradually blend grey hairs with continued use.3 The company states that the formula does not contain ammonia, peroxide, or PPD, distinguishing it from permanent hair dyes. The pigments are intended to fade naturally once the product is discontinued. As of recent reports, the range includes 11 shades.

Keratin Repair Mask

Positioned as a deep-conditioning treatment, this mask complements the colour-depositing shampoo. It targets hair affected by bleaching, colouring, and other chemical processes, focusing on restoring strength and moisture.

Collagen Elixir Spray

A leave-in treatment designed for daily conditioning and protection. The spray helps manage UV exposure, heat styling, frizz, and shine while sealing the hair’s cuticle.

PDRN Steam Hair Mask

One of the newer additions to the range, this self-heating treatment is used with a steam cap. The formula combines PDRN, an 11 Amino Repair Complex™, hydrolysed keratin, glycerin, and sodium PCA. The heat component is intended to enhance the absorption of these ingredients. Marketed towards bleached, dry, and frizzy hair, the treatment features a seven-minute application period, bringing a salon-style experience into the home setting.

The name Rehues plays on the concept of “re-huing” or putting colour back into hair. The brand describes its approach as “Real Colour Care,” operating at the intersection of several beauty categories:

• Hair Dye: Changes or adds colour.
• Colour-Safe Shampoo: Slows colour fading.
• Colour-Depositing Shampoo: Adds temporary pigment during washing.
• Bond-Repair Haircare: Targets weakened hair.
• Salon Treatments: Provides intensive professional care.

Rehues attempts to combine elements of all five into a cohesive at-home ecosystem. A key aspect of its positioning is the emphasis on sensory experience; founder Joanne Chia has stated that she wanted the products to smell like a premium spa treatment rather than conventional chemical hair colour.

The brand also highlights specific formulation choices, noting that its colour-care system is sulfate-free, ammonia-free, and peroxide-free. Key ingredients across the range include Sophora root extract, hydrolysed keratin, glycerin, sodium hyaluronate, amino-acid complexes, PDRN, bond-repair actives, and botanical extracts.

Rehues primarily targets individuals who regularly colour or bleach their hair and experience rapid fading. The brand appeals to consumers who wish to extend the time between salon appointments, experiment with different colours at home, or reduce the appearance of grey hair without committing to permanent dye. Crucially, the products are formulated for Asian hair types and scalp needs within a humid climate, reflecting its Singaporean origin.1

Rehues operates as a digitally focused, direct-to-consumer beauty company. Its website serves as the primary e-commerce platform, supported by strong social media engagement and content-driven marketing. In recruitment materials, the company noted that it had sold more than 100,000 products and described itself as being in an early stage of growth, with ambitions to expand beyond Singapore.

The current catalogue contains approximately a dozen individual products and variants, including shampoos, masks, sprays, steam treatments, and accessories.

The brand has attracted coverage from Singapore beauty and lifestyle media. ELLE Singapore profiled Rehues and its founder in August 2026, highlighting its innovative approach to colour care for Asian hair and its potential to become a global player in repairing damaged hair.1

It is worth noting that many performance claims made by Rehues, such as maintaining colour vibrancy for up to 120 days or descriptions of clinical testing, are attributed directly to the brand. Independent verification of these specific metrics may vary, and customer review numbers displayed on the official site represent first-party data.

1. Singapore-Made Rehues Is Rethinking Colour Care For Asian Hair
2. REHUES PTE. LTD.
3. Cover Grey Hair in One Wash | Rehues Colour-Depositing Shampoo Singapore
4. Rehues
5. REHUES Trademark Application of Hyperbrands Pte. Ltd. – Serial Number 99653460 :: Justia Trademarks