Fino Premium Touch Hair Oil Review: Is Japan's #1 Leave In Oil Worth It?
The Fino Premium Touch Penetrating Essence Hair Mask gets most of the attention. It’s the one that went viral on TikTok, the one that dominates every best Japanese hair treatment list. But Fino makes another product that outsells the mask in Japan: the Fino Premium Touch Smoothing & Moisturizing Leave-In Hair Oil.
It ranked #1 in out of bath hair treatment sales in Japan between July 2022 and June 2023. On Reddit, people compare it to Kérastase and Moroccan Oil at a fraction of the price. Yet in English language content, it barely gets mentioned beyond a few retailer blog posts.
Here’s whether it lives up to the hype.
Fino
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What Is the Fino Hair Oil?
The Fino Premium Touch Hair Oil is a lightweight, silicone based leave in treatment. It comes in a 70ml pump bottle and sits in the same product line as the famous hair mask, but it serves a completely different purpose.
The mask is a rinse out deep treatment. You use it in the shower, leave it on for a few minutes, and wash it out. The oil is a daily leave in product. You apply it after washing (or on dry hair) and leave it in to protect, smooth, and add shine throughout the day.
Fino was originally created by Shiseido but is now part of FineToday Holdings, the company formed when Shiseido spun off its personal care division in 2021.
Key Ingredients
The formula is built on a base of hydrogenated polyisobutene (a lightweight emollient) with silicones and conditioning ingredients layered in. The standout ingredients:
Dimethiconol. The primary silicone in the formula. It coats the hair shaft to create a smooth, slippery surface that reduces friction and frizz. This is what gives the oil its instant smoothing effect, but it’s also the ingredient that can cause buildup if you’re not using a clarifying shampoo occasionally.
Squalane. A lightweight moisturizer derived from plant sources. It mimics the skin’s natural oils and absorbs quickly without leaving a greasy feel. In a hair oil, it helps seal moisture into the strand.
Vitamin E (Tocopherol). An antioxidant that helps protect hair from environmental damage and UV exposure. It also supports scalp health and can improve hair’s overall texture over time.
Polysilicone-13. A film forming silicone that provides heat protection and helps smooth the hair surface. It works alongside dimethiconol to reduce frizz and add shine.
The formula is fragrance forward. It has a floral, feminine scent that lingers in the hair for hours. Most people love it (some Reddit users say they repurchase specifically for the scent), but if you’re sensitive to fragrance or prefer unscented products, this one might not be for you.
How to Use It
The Fino oil works on both damp and dry hair, and the application method changes the result slightly.
On Towel Dried Hair (Before Blow Drying)
This is the primary use case. Apply 1 to 2 pumps to towel dried hair, focusing on the mid lengths and ends. It creates a heat protective barrier and helps reduce frizz during blow drying. The result is smoother, shinier hair with less flyaway.
On Dry Hair (After Styling)
Apply half a pump to one pump on dry hair as a finishing touch. Focus on the ends and any frizzy sections. This adds shine and helps tame stray hairs without weighing down your style.
On Dry Hair (Between Washes)
A small amount on the lengths and ends can refresh second day hair, adding back some shine and smoothness without needing to restyle.
How Much to Use
The most common mistake with this oil is over applying. Start small:
- Short to medium hair: Half a pump to one pump
- Long hair: One to two pumps
- Thick, coarse hair: Up to two pumps, distributed evenly
- Fine or oily hair: Start with half a pump and see how your hair responds
Rub the oil between your palms first, then work it through the hair evenly. Avoid the roots unless your scalp runs dry. A wide toothed comb can help distribute the product if you find it clumping in one area.
Who It Works Best For
Based on community feedback and product testing across multiple sources, the Fino oil performs best for specific hair types and concerns.
Damaged, colored, or chemically treated hair. This is where the Fino oil shines. The silicone coating smooths roughed up cuticles, and the conditioning ingredients help restore some softness to hair that’s been through bleaching, perming, or repeated heat styling. Reddit users with color treated hair consistently report the best results.
Thick, coarse, or frizzy hair. The oil has enough weight to tame frizz and reduce volume without making hair look flat. Multiple users describe their hair staying smooth and glossy through the next wash day.
Curly hair looking for definition. Contrary to what you might expect from a silicone oil, several users report that it defines curls and adds a healthy sheen without making them crunchy or weighed down. The key is using less than you think you need.
Hair that needs heat protection. If you blow dry or heat style daily, the oil creates a barrier that can help reduce heat damage.
Who Should Be Cautious
Fine or oily hair. The original Fino oil can feel heavy on fine strands, especially if you use too much. If this describes your hair, try the Shiseido Fino Premium Touch Airy Smooth Hair Oil Serum instead. It’s a lighter version of the same formula designed for finer textures.
Shiseido
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Low porosity hair. Hair that doesn’t absorb product easily can end up looking greasy rather than glossy. Users with low porosity hair report that one pump feels like too much, and they need to let the oil “settle” for 10 to 15 minutes before it looks right.
Virgin, healthy hair. If your hair isn’t damaged, you may not notice a dramatic difference. The Fino oil is primarily a repair and smoothing product. Healthy hair that’s already smooth won’t see much change.
Fino Oil vs. Fino Hair Mask
These two products get compared constantly, but they’re designed for different purposes and can be used together.
| Fino Hair Oil | Fino Hair Mask | |
|---|---|---|
| Type | Leave in treatment | Rinse out deep treatment |
| When to use | After washing or on dry hair | In the shower, after shampooing |
| How often | Daily | 1 to 2 times per week |
| Primary benefit | Heat protection, daily smoothing, shine | Deep conditioning, damage repair |
| Best for | Daily styling and maintenance | Weekly intensive treatment |
| Time needed | Instant (no wait time) | 1 to 5 minutes |
For the best results, use the Fino hair mask as a weekly deep treatment and the oil as your daily leave in. The mask repairs from the inside, and the oil protects and smooths on the outside. They share the same floral scent, so there’s no fragrance clash.
For a deeper look at the mask, check the Fino Premium Touch Hair Mask review.
How It Compares to Other Japanese Hair Oils
The Fino oil sits in a crowded category. Here’s how it stacks up against the other popular options.
&honey Melty Moist Repair Hair Oil
&honey
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The &honey Melty Moist Repair Hair Oil 3.0 is probably the closest competitor. It’s similarly priced, widely available, and popular in the same community. The key difference is texture: the &honey oil feels lighter and less coating than the Fino, making it a better fit for fine or normal hair that doesn’t need heavy smoothing. The Fino has more smoothing power for thick or damaged hair.
Oshima Tsubaki Pure Natural Camellia Oil
Oshima Tsubaki
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The Oshima Tsubaki - Pure Natural Japanese Camellia Oil takes a completely different approach. It’s a single ingredient, unprocessed plant oil with no silicones, no fragrance, and no additives. If you prefer a natural, minimal formula, Oshima Tsubaki is the opposite end of the spectrum from Fino’s silicone based approach. It’s heavier and better suited for very dry or coarse hair, or as a pre wash scalp treatment.
Milbon Smooth Luminous Oil
Milbon
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Milbon Smooth Luminous Softening Oil is a salon grade Japanese hair oil that sits at a higher price point. It’s lighter than the Fino and designed for professional use, with a focus on softening thick, coarse hair. If you want something between drugstore and luxury, Milbon is worth considering.
Kérastase Elixir Ultime
This is the Western comparison that comes up most often on Reddit. Users who’ve tried both note that the Fino delivers similar smoothing and shine at roughly a quarter of the price. The Kérastase formula is more refined and arguably better for fine hair, but for thick or damaged hair, many users say the performance difference doesn’t justify the cost gap.
Olaplex Bonding Oil No. 7
Olaplex focuses on bond repair rather than coating and smoothing. It’s a different category of product. If your hair needs structural repair from bleaching or chemical damage, Olaplex addresses the internal structure. Fino works on the surface. They can be used together, but they’re solving different problems.
The Silicone Question
The Fino oil is silicone based, and that matters. Silicones (primarily dimethiconol and polysilicone-13) coat the hair shaft to create smoothness and shine. The upside: instant visual improvement, frizz reduction, and heat protection. The downside: over time, silicone buildup can prevent moisture and conditioning ingredients from penetrating the hair strand.
This isn’t a reason to avoid the product, but it does mean you should use a clarifying or sulfate containing shampoo every week or two to remove buildup. If you exclusively use sulfate free shampoos, silicone based products like the Fino oil may not be the best long term choice for your routine.
The Shiseido Fino Premium Touch Airy Smooth Hair Oil Serum uses a lighter silicone blend and may be a better option if buildup is a concern.
Where to Buy Fino Hair Oil Outside Japan
The Fino Premium Touch Hair Oil is widely available from US based retailers that carry Japanese beauty products. You can find current availability and pricing on the Fino Premium Touch Hair Oil product page.
For the lighter version, check the Fino Premium Touch Airy Smooth Hair Oil Serum product page.
Frequently Asked Questions
Can you use Fino hair oil every day?
Yes. The formula is lightweight enough for daily use. Most people apply it after every wash, and some use a small amount on dry hair between washes to refresh shine. If you use it daily, make sure to clarify with a deeper cleaning shampoo every week or two to prevent silicone buildup.
Is the Fino hair oil the same as the Fino hair mask?
No. The oil is a leave in treatment that stays in your hair for smoothing, shine, and heat protection. The mask is a rinse out deep conditioner used in the shower. They share the same Fino product line and have similar scents, but they work differently and serve different purposes. Many people use both.
Does Fino hair oil protect against heat?
Yes. The silicone base creates a barrier that helps shield hair from heat damage during blow drying and flat ironing. Apply it to towel dried hair before using heat tools for the best protection.
Is the Fino hair oil good for curly hair?
It can be, with the right amount. Curly haired users report that a small amount (half a pump to one pump) adds definition and shine without weighing down curls. The key is not to over apply. Start with less than you think you need and add more only if needed.
What’s the difference between the original Fino oil and the Airy Smooth version?
The original Fino Premium Touch Smoothing & Moisturizing Leave-In Hair Oil has a richer, more coating formula designed for damaged, thick, or frizzy hair. The Shiseido Fino Premium Touch Airy Smooth Hair Oil Serum is a lighter version for fine, oily, or normal hair that doesn’t need as much smoothing power.