The story of Ametsuchi began in 2013,
in a small hair salon tucked away in San Francisco.

There, founder Yumi Hashimoto encountered not only hair damaged by dryness and climate — 
but also a deeper kind of weariness, resting quietly in the hearts of her clients.

She herself had struggled with the harsh water and air of the U.S., and one day, a thought surfaced: 
“What if I could create something — not just for the hair, but for the soul — using the natural gifts of Japan?

That question led her back to the land she knew.
To Hinoki, gentle yet grounding.
To Yuzu, bright and uplifting.
To onsen water, silently healing from deep within.
And to the careful, time-honored hands of Japanese artisans.

Not a product that simply beautifies, but a philosophy of *restoration* — 
bringing both hair and heart back to their original strength and stillness.

Ametsuchi, meaning “Heaven and Earth, ” 
was born from the belief in a quiet connection between nature and people.

Wherever you are in the world, may one breath of scent bring you closer —
to Japan,
to your inner calm,
to the radiant life force that has always been yours.