ma Cherie
MA CHERIE is a Japanese haircare brand known for its feminine floral fragrance and hair treatment technology. The 5+ SKUs on Skinsli cover the brand's main formats: the Hair Oil EX (60ml) for shine and frizz control, the Aqua Dew Energy EX cream (120g) for moisture, the Perfect Shower Wave EX and Perfect Shower Moist EX in-shower treatments (250ml), and the Hair Jure EX Soft Wave styling product (100g) for definition without stiffness. All current products carry the EX designation, indicating the enhanced concentration versions of each formula. MA CHERIE is imported to Skinsli from Japanese retail stock.
By Skinsli editorial Updated
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Buying guide
MA CHERIE Haircare: A Guide to the EX Range
MA CHERIE is a Japanese haircare brand with a long-running following across Asia for its floral fragrance and multi-benefit treatment formulas. The 5+ products Skinsli carries are all EX (enhanced) versions of the brand's core range: an in-shower wave treatment, an in-shower moisture treatment, a leave-in oil, a moisture cream, and a soft-wave styling product. This guide explains what each product does, where each fits in a hair routine, and how to choose between the wave and moist variants.
What MA CHERIE is and how EX differs from the standard range
MA CHERIE is a haircare brand produced under P&G Japan and marketed primarily across Japan, Korea, and other Asian markets. It is known for its signature floral fragrance - a rosa canina (dog rose) and jasmine blend that carries across all products in the line - and for treatment-focused formulas that target moisture, definition, and frizz in a single step. The brand's market position is accessible premium: stronger treatment actives than mass-market drugstore brands, without the price point of professional salon lines.
The EX suffix across the current Skinsli range indicates the enhanced or extended version of each formula. EX typically signals a higher concentration of the key conditioning actives, a refined emulsifier system that improves absorption, or an updated formula generation compared to the standard version. When EX and standard versions coexist in a market, EX is for buyers who want more intensive results from fewer steps.
Perfect Shower Wave EX and Perfect Shower Moist EX: in-shower treatments explained
MA CHERIE's Perfect Shower products are in-shower leave-on treatments applied after shampooing and conditioning, during the final minutes of the shower. The concept differs from a standard rinse-out conditioner: you apply the product to towel-damp or wet hair, distribute it through the lengths and ends, and then leave it in while you finish showering - without rinsing it out before exiting. The product therefore functions partly as a rinse-out conditioner and partly as a lightweight leave-in treatment, depending on how much water contact it receives before you exit the shower.
Wave EX targets curl definition and wave enhancement. It uses emollients and mild film-forming agents that support the hair's natural curl pattern during drying, reducing frizz while allowing the wave structure to form cleanly. Moist EX focuses on moisture delivery and frizz reduction for straight or lightly wavy hair that needs smoothing rather than definition. If your hair has a natural wave or curl you want to define, choose Wave EX; if your hair is straight or slightly wavy and frizz-prone, choose Moist EX. At 250ml, each product provides a substantial supply - typically three to six months for daily use depending on hair length and density.
Hair Oil EX 60ml: leave-in oil for shine and frizz control
The MA CHERIE Hair Oil EX (60ml) is a lightweight hair oil applied after showering to towel-damp or dry hair. Hair oils in this category work through a combination of two mechanisms: hydrophobic oils form a thin coating on the hair shaft that reduces moisture exchange with the atmosphere (reducing humidity-driven frizz) and increases light reflection (increasing shine). The EX formula uses a refined oil base that distributes evenly through hair without the heavy coating that causes greasiness in coarser oil products.
At 60ml the bottle is a standard daily-use size - one to two drops for fine or short hair, three to five drops for longer or thicker hair per application. The oil can be applied as the final finishing step on straight or lightly styled hair, or as a pre-styler before using the Hair Jure EX Soft Wave when creating a defined wave finish. The MA CHERIE signature fragrance carries through the oil and provides lasting scent throughout the day.
Aqua Dew Energy EX 120g: moisture-focused hair cream
The Aqua Dew Energy EX (120g) is a styling and treatment cream positioned for moisture-depleted hair. It occupies a hybrid role between a leave-in conditioner and a light-hold styling cream - it provides moisture through humectant actives while giving slight hold to help hair hold a style shape through the day. The 120g jar is generous for a hair cream; at a fingertip-sized application per use, it provides several months of supply. The cream format is better suited to dry, damaged, or chemically treated hair that needs sustained moisture without the lighter coating a pure oil provides. For fine hair, use a very small amount to avoid weight build-up; thicker or coarser hair can use a more generous portion.
Hair Jure EX Soft Wave 100g: curl definition without hard hold
The Hair Jure EX Soft Wave is a styling product for wave and curl definition. The Jure name is MA CHERIE's designation for a setting product that creates a defined, bouncy shape without the stiffness of a traditional mousse or hair gel. The EX Soft Wave variant prioritises soft definition - hair moves naturally and does not feel crunchy or coated when dry, which distinguishes it from firm-hold curl creams. Application is to towel-damp hair: work through lengths with fingers or a wide-tooth comb, encourage the wave pattern, and allow to air-dry or diffuse dry on low heat. The 100g tube provides several months of styling at a standard application dose.
This product works best on hair with a natural wave or loose curl (type 2a to 2c on the wave spectrum). For tighter curls, a more intensive curl cream or gel may provide better definition. For straight hair without a wave pattern, the Aqua Dew Energy cream is a better match as a leave-in treatment.
How to use MA CHERIE products in a morning routine
A complete MA CHERIE morning routine for wavy hair: shampoo and condition with your regular products, then apply Perfect Shower Wave EX to wet hair and leave it during the final rinse period without rinsing it out. Towel dry gently - press rather than rub to preserve wave structure. Apply Hair Jure EX Soft Wave through lengths while hair is still damp, encouraging the wave pattern with your fingers. Allow to air-dry or diffuse. When fully dry, apply a small amount of Hair Oil EX to the ends and any frizzy surface hairs as a finishing step.
For straight hair: swap Perfect Shower Moist EX for the Wave EX and skip the Hair Jure. Instead, finish with the Aqua Dew Energy EX cream on the midshaft and ends for moisture and light hold, then apply Hair Oil EX to finish. This simplified routine keeps hair smooth without adding wave-defining agents that would look out of place on straight hair.
MA CHERIE's signature fragrance and how it carries through the product range
MA CHERIE is marketed in Asia as much for its fragrance as for its treatment actives. The signature blend is a feminine floral centred on rose and jasmine, with light musky base notes. The fragrance is consistent across all products in the EX range - the Hair Oil EX, Aqua Dew Energy cream, Perfect Shower products, and Hair Jure all share the same base scent - so using multiple products from the range in a single routine builds the scent in a coordinated way rather than layering competing fragrances. The scent from the leave-in Oil EX persists for several hours after application, making the oil the most fragrance-forward step in the routine. Buyers who prefer fragrance-free haircare should note this; MA CHERIE's core identity is the scent alongside the treatment performance.
Matching MA CHERIE EX products to your hair type and concern
Fine, straight hair: Perfect Shower Moist EX as the in-shower step (lightweight moisture without curl-defining hold), Hair Oil EX in a minimal dose (one drop) as finishing. Avoid the Hair Jure Soft Wave - curl-defining agents add unwanted texture to fine straight hair. The Aqua Dew Energy cream applied sparingly to ends works as a light serum substitute.
Wavy, medium-weight hair: Perfect Shower Wave EX + Hair Jure EX Soft Wave + Hair Oil EX finishing. The three products together create a complete moisturise-define-finish routine. The Aqua Dew Energy cream can substitute for the Jure on days when you want moisture without definition styling.
Thick, dry, or heat-damaged hair: Aqua Dew Energy EX cream as the primary leave-in (more moisture capacity than the Shower products alone), Hair Oil EX on the ends for sealing and shine. Perfect Shower Moist EX as the in-shower base. This combination maximises moisture delivery for hair that loses water rapidly through a damaged cuticle.
FAQ
Frequently asked questions
FAQ
Frequently asked questions
What is the practical difference between MA CHERIE Perfect Shower Wave EX and Perfect Shower Moist EX?
Wave EX is formulated for hair with a natural wave or curl pattern - it contains film-forming agents that encourage and define waves during the drying process, reducing frizz while preserving the curl shape. Moist EX is formulated for straight to lightly wavy hair that needs moisture and smoothness rather than curl definition. If your hair has a noticeable natural wave you want to bring out, Wave EX; if your hair is straight and frizzy or needs general moisture conditioning, Moist EX. Using Wave EX on straight hair adds an unwanted waviness or undefined texture rather than a clean smooth result.
How much of the MA CHERIE Hair Oil EX 60ml should I use per application?
Fine or short hair: one to two drops. Medium-length and medium-density hair: three to four drops. Long or thick hair: four to six drops. Warm the drops between your palms, then work through the mid-lengths and ends of towel-damp or dry hair, avoiding the roots. The EX formula is lightweight but applying too much to the roots makes hair look flat and greasy within a few hours. If you are using the Hair Jure EX Soft Wave in the same routine, apply the Jure first on damp hair and the Hair Oil as the final finishing step on dry hair.
Do I rinse out the MA CHERIE Perfect Shower EX products or leave them in?
The Perfect Shower products are designed as in-shower leave-in treatments. Apply after shampooing and conditioning, distribute through wet hair, and then continue showering without rinsing the product out. Some water contact happens naturally during the remaining shower time, but the product is not fully rinsed - this is the format's defining characteristic. The result is lighter than a traditional leave-in conditioner (some product does rinse away) but more treatment-intensive than a rinse-out conditioner applied briefly before rinsing. Do not apply on top of a dry or towel-dry hair style; the product is meant to contact wet post-shampoo hair for best results.
Can I use both the Hair Jure EX Soft Wave and the Hair Oil EX in the same routine?
Yes, they are designed for different steps in the routine. The Hair Jure EX Soft Wave is applied on wet or damp hair to shape and define waves during drying. The Hair Oil EX is applied as a finishing product on dry or nearly-dry hair to add shine and control any remaining frizz on the surface. Using both together: apply Jure on damp hair, allow to air or diffuse dry, then apply a few drops of the Hair Oil EX on the surface as the final finish. Do not apply the Hair Oil as a pre-styler before the Jure - the oil coats the hair shaft and reduces the Jure's ability to grip and define the wave structure.
Is the Aqua Dew Energy EX 120g suitable for colour-treated or bleached hair?
The Aqua Dew Energy EX is a moisture-focused cream without the astringent or protein-heavy formulation that sometimes causes friction or roughness on chemically treated hair. It is appropriate for colour-treated hair as a regular leave-in moisture step. Bleached or heavily lifted hair benefits from the Aqua Dew Energy as a daily conditioning step, but severely damaged or highly porous bleached hair may need additional protein treatments (bond-repair products) that the MA CHERIE range does not include. Use the cream on the mid-lengths and ends where colour-treatment damage concentrates; avoid applying heavily to the roots where there is less porosity.
How long does the MA CHERIE Hair Oil EX fragrance last after application?
The Hair Oil EX fragrance persists for three to six hours after application under normal conditions - longer in still air, shorter in wind or rain. The MA CHERIE signature floral scent is designed to function as a light hair perfume alongside its treatment role, so the staying power is intentional. If you are applying the oil in the morning, you can expect the scent to be noticeable through the first half of the day. For buyers who prefer minimal hair fragrance, applying the oil only to the ends (rather than through mid-lengths and ends) reduces the scent level significantly while preserving the frizz-control benefit on the most damage-prone part of the hair.
Will the Perfect Shower Moist EX 250ml weigh down fine hair?
The Perfect Shower Moist EX is formulated as an in-shower lightweight treatment, which means its emollient weight is lower than a traditional leave-in conditioner that stays fully on the hair. For fine hair, the key is the application amount: use a small palmful and distribute it quickly through the lengths, allowing some product to rinse off incidentally during the remaining shower. Applying a large amount to fine hair and leaving it fully in will cause some flatness. With a measured application, the Moist EX provides moisture without significant weight. If you find the product heavy on fine hair, try the Hair Oil EX alone (one drop) as your only leave-in step - the oil format adds less weight for fine hair than a cream or liquid treatment.
Is MA CHERIE a Japanese or Korean brand and what does that mean for the product on Skinsli?
MA CHERIE is a Japanese brand produced by P&G Japan. It is not a Korean brand - the segment label on the Skinsli page reflects the store's product category system rather than the product's origin country. The products are imported to Skinsli from Japanese retail stock and are the same formulas sold in Japan, not reformulations. Japanese haircare brands in this category are known for precision fragrance engineering and treatment formulas developed for fine East Asian hair types, though the products perform across hair types. Skinsli carries MA CHERIE as part of a broader Asian beauty import range that includes both Korean and Japanese products.
How long does the Hair Jure EX Soft Wave 100g last with daily use?
At a standard application of a 10 cent coin-sized amount (approximately 3-5g) per session for medium-length wavy hair, a 100g product lasts roughly 20 to 33 daily applications - about three to five weeks at daily use. For shorter hair or occasional use, the supply extends to six to ten weeks. The product is applied only on wash days when defining the wave pattern, not necessarily every day; most wavy-hair users style with the Jure two to three times a week and refresh with the Hair Oil EX on off-wash days, which extends the 100g supply to two to three months.