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Koji Toyoda Hair Studio
Best Unusual Hair Treatment, July 2010
It is said that mayonnaise adds shine to your hair and that rinsing with beer boosts volume, so it was just a matter of time before soy sauce emerged as the miracle conditioner du jour. At the Koji Toyoda Hair Studio, a narrow alcove inside Kinara Spa, Shelee Maeda, creator of the 30-minute Shelee Treatment ($85), separates your hair with her fingers, section by section. She sprays it with soy proteins and once the formula hardens, rinses it out before applying a B5-complex moisturizer during a five-minute scalp massage. You may smell like a soba house for the rest of the day, but the transformation—with your hair restored to its virgin state—is worth it.