MASAMI Haircare Review: The Mekabu Seaweed Routine

Most “hydrating” shampoos promise moisture and then strip it away in a cloud of foam. MASAMI haircare takes the opposite route: a low-lather wash built around mekabu, the frilly root of the wakame seaweed, sourced from Iwate in north-eastern Japan. Founded in 2020 by CEO Lynn Power with co-founders James Hammet and Masahiro Sasaki, whose family used ocean botanicals in their beauty routines, MASAMI keeps its range deliberately small: shampoo, conditioner, a styling cream and a shine serum. Here is what each one does, what it costs, and where the clean, seaweed-powered pitch needs a closer look.

What is mekabu, and why is MASAMI haircare built on it?

Mekabu is the thick, ruffled growth at the base of the wakame plant, eaten in Japan for centuries and rich in minerals and polysaccharides such as alginates. MASAMI says it buys its mekabu powder from a family-owned, food-grade seaweed company in Iwate, which harvests, dries and grinds it to the brand’s specification, and that the formulas took a decade to perfect. Every product in the core line contains it, usually alongside kombu or kelp extract and aloe. The brand also runs the MASAMI Institute, which funds marine biology research around Otsuchi Bay, devastated by the 2011 tsunami. It is a more grounded origin story than most, and MASAMI leans on it without overplaying the science.

Is the Mekabu Hydrating Shampoo worth $38?

For dry, frizzy, coloured or curly hair, it makes a decent case. The Mekabu Hydrating Shampoo costs $38 for 10 fl oz (300ml) and pairs mild coconut-derived cleansers with apricot kernel oil, coconut oil, kombu extract and mekabu powder. It is deliberately low foaming, so a small amount goes a long way, and the brand lists it as free of sulfates, parabens, phthalates and alcohol, colour-safe, vegan and cruelty-free. MASAMI’s boldest claim, that you will wash less often, comes from early customer feedback rather than a published trial, so treat it as a hope, not a promise. The bottle carries badges from the Healing Lifestyles Earth Day Beauty Awards and the Beauty Shortlist Awards, both from 2022. If you love a rich, bubbly lather, expect an adjustment period.

Which MASAMI conditioner and stylers earn a place?

The Mekabu Hydrating Conditioner ($38, 10 fl oz) is the natural partner: mekabu, kelp, kombu, blueberry extract, aloe and panthenol, left on for one to three minutes. MASAMI pitches it at dry, brittle, frizzy and coloured hair, and specifically at waves and curls from 2a to 4c, with a lightweight finish that should not weigh fine hair down. The Styling Cream ($36, 4oz) is the most versatile buy: grapeseed and sweet almond oils with a light-to-medium, non-sticky hold that works on damp or dry hair for anything from defined curls to a messy crop. The Shine Serum ($34, 1.7 fl oz, now in glass) is a finishing drop for frizz and dullness and adds heat protection, according to MASAMI.

How do you try MASAMI without overspending?

Start small. The Mekabu Hydrating Haircare Travel Kit is $44 for 2oz each of shampoo, conditioner and styling cream plus a 1oz shine serum, enough to judge the low-lather wash before committing to full sizes. A travel shampoo-and-conditioner duo is $15. Once you are hooked, the maths improves: 32oz refill pouches of shampoo or conditioner cost $104 each, around $3.25 an ounce against $3.80 for the standard bottle. The black ceramic Pro-Ocean refillable bottles ($138 each, or $250 as a filled pair) are a plastic-cutting splurge rather than a saving. MASAMI also sells discounted bundles, such as a $38 Low Maintenance set, but check exactly what is inside before you buy.

Where does MASAMI fall short, and who is it for?

“Clean” here means no sulfates, parabens, phthalates or mineral oil, not silicone-free or fragrance-free. The Shine Serum is mostly cyclomethicone and dimethicone, which explains the slip and shine but will not suit strict no-silicone routines, and every core product contains fragrance (naturally derived and phthalate-free, says the brand), so sensitive scalps should patch-test. At $38 a bottle it sits firmly in salon territory, and the shop now stocks plenty of partner brands from its Power Beauty Collab, so make sure the basket is actually MASAMI. Still, if your hair is dry, frizzy or curly and you want a short vegan routine with a genuine ingredient story, MASAMI is worth a trial. Begin with the travel kit and let your hair decide.

This article contains affiliate links; we may earn a commission if you buy through them. Prices are in US dollars as listed on lovemasami.com in October 2026 and may change. Product claims are the brand’s own; patch-test new products if you have a sensitive scalp.