Is This Viral Japanese Hair Mask Worth the Hype? Fino Premium Touch Hair Mask

R A E
Jul 2
6 min read

Fino hair mask, Japanese hair mask, affordable hair treatment, deep conditioning, silky hair, shiny hair, viral beauty, hair mask review, haircare routine, hair mask results

You know that feeling when you catch yourself in the mirror on a good hair day and think, wow, this is what dreams are made of? That little spark of confidence, that extra pep in your step—it’s something I’m always chasing. And if you’re anything like me, you know the endless hunt for the perfect hair mask is no small feat. Between heat tools, color treatments, and life just doing its thing, our hair goes through a lot.

So when the Fino Premium Touch Hair Mask kept popping up all over my feed—TikTok, Instagram, you name it—I knew I had to see for myself what the fuss was about. Could this $22 Japanese hair mask really live up to the hype?

Let’s get into it. I’m sharing my full experience, the highs, the not-so-highs, and whether I think it deserves a permanent spot in your haircare lineup.

The Hair Mask That Broke the Internet

I think we’ve all seen those viral beauty products that seem to be everywhere overnight. Some deserve the crown, others not so much. The Fino Premium Touch Hair Mask falls squarely into that first category—or at least that’s what the internet says. This mask isn’t exactly new. It’s been a cult favorite in Japan for years, quietly building a reputation for delivering smooth, shiny, healthy-looking hair without the salon price tag.

At $22, it’s one of those rare products that promises luxury results without making your wallet weep. But what makes it special? The formula is packed with ingredients like royal jelly (yes, the one bees make), squalane, PCA, trehalose, and a blend of other goodies that claim to hydrate, repair, and strengthen from the inside out. It’s thick. It’s creamy. It’s supposed to be the answer to dull, dry hair and because I never shy away from a beauty experiment, I decided to put it to the test.

Before we get to the results, let me paint you a picture of my hair so you know where I’m coming from. My hair is the definition of combination: it’s got natural waves, a decent amount of frizz, along with quite a lot of heat damage that definitely takes a toll on my hair quality. It also tends to get oily at the roots while staying dry and thirsty at the ends. Throw in regular heat styling, and you’ve got hair that’s begging for some TLC.

I’ve tried everything from luxury masks to DIY concoctions (avocado, egg, honey—you name it), so believe me when I say I’m not easily impressed. My bar is high. But the idea of a simple, no-fuss hair mask that could deliver visible results in one use? I was intrigued.

First Impressions: Smell, Texture, and The Little Things

You know how some products make a first impression and you just know? That was this mask for me. When I first unscrewed the lid, I was met with a soft, clean floral scent that felt luxurious without being overpowering. I’m picky about fragrances, and this one hit the right note: light, fresh, and just enough to make me feel pampered.

The texture is where things get interesting. It’s thick—like, really thick. The kind of mask that doesn’t drip, doesn’t run, and stays put where you apply it. Think of it like the haircare version of a rich body butter. It spreads easily on damp hair, and you don’t need a ton. I focused on the mid-lengths and ends, steering clear of the roots (because hello, oily scalp).

The first time, I left it on for five minutes as I wrapped up my shower routine. I wanted to see how it performed without any bells or whistles—no heat cap, no fancy tricks.

The Results: Does It Actually Work?

Let me tell you, I was not ready for how good my hair felt even as I rinsed it out. You know that silky soft feeling when your strands are actually absorbing the goodness? That’s exactly what happened. My hair felt softer immediately. But the real magic showed up once I let it air dry.

My usually frizz-prone waves looked smoother, shinier, and somehow more put together. It wasn’t flat or greasy, just bouncy and soft with that healthy shine we all chase. Even my dry ends—which I’ve basically given up on—looked less fried and more alive.

I’ve used the Fino Hair Mask multiple times since that first test, sometimes leaving it on longer (10-15 minutes) or even wrapping my hair in a warm towel for a deep treatment. Each time, my hair has looked consistently better—softer, shinier, and noticeably easier to style. It’s become that little extra step in my routine that makes me feel like I’m taking care of myself without it feeling like a chore.

What I Like

Let’s talk about what I genuinely love about this mask.

First up: the price. At $22, it’s affordable enough to use regularly without feeling guilty. The results speak for themselves—my hair feels silky, looks shiny, and is far more manageable. Plus, the floral scent lingers subtly, which is a nice bonus.

It also plays well with other products. I’ve used leave-ins, serums, and heat protectants after the mask, and nothing has clashed or caused buildup. It gives me that smoothness I crave without weighing my hair down.

What Could Be Better

Of course, no product is perfect. If I had to nitpick, I’d say rinsing it out takes a bit of effort, especially if you’re someone with fine or thin hair—it’s thick, so you need to make sure it’s fully washed out.

And while this mask works wonders for mild to moderately damaged hair, if your hair is extremely processed (we’re talking multiple rounds of bleach), it may not be enough on its own. You might need to pair it with oils or protein treatments for extra support.

The Routine That Works for Me:

I’ve landed on a little routine that’s given me the best results.

First, I start with a double shampoo. I know double cleansing is all the rage for skin, but trust me, your scalp deserves the same kind of love. The first shampoo breaks down buildup—think dry shampoo, styling products, oils—while the second actually cleans your scalp and hair. This little tweak alone changed how clean and fresh my hair feels.

Once I’ve shampooed twice with a gentle, sulfate-free cleanser, I squeeze out the excess water. This step is key because applying any mask on soaking wet hair can dilute the product. I take a generous scoop of the Fino Hair Mask and work it through my hair from mid-lengths to ends, avoiding the roots because nobody’s got time for flat hair. I let it sit for 5 to 10 minutes, sometimes longer if I feel like giving myself a mini spa moment.

After rinsing thoroughly (and I mean really thoroughly—this mask is thick), I gently towel dry and then I always, always reach for a lightweight volume mousse. Just a small amount worked through damp hair before air drying adds that subtle body and bounce that keeps my hair from falling flat. I love air drying because it minimizes heat damage, and this routine helps my hair look smooth and voluminous without the need for hot tools.

I stick to this ritual once or twice a week, and honestly, my hair has never felt healthier or looked shinier. It’s low effort, high reward—and the confidence boost I get when my hair feels this good is just the cherry on top.

Is It Worth the Hype?

Short answer: yes.

Longer answer: yes, but with realistic expectations.

The Fino Premium Touch Hair Mask isn’t some magic potion that’s going to undo every bad decision you’ve ever made with your hair. It won’t erase years of heat damage, over-processing, or too many missed trims in a single use. If you’re expecting that, you’ll be setting yourself up for disappointment. But if you’re looking for something that will noticeably improve the texture, boost shine, add softness, and just make your hair feel healthier and more cared for—without shelling out for an expensive salon treatment—then yes, this little pot of goodness is 100% worth it.

What I personally love about it is how it’s turned into a bit of a ritual for me. It’s one of those rare products I actually look forward to using—not because I think it’ll change my life overnight, but because it gives me those small, feel-good results that add up over time. You know that feeling when you catch yourself in the mirror and your hair looks shiny and put together? That tiny boost of confidence that makes you walk a little taller, smile a little wider? That’s what this mask gives me every time I use it.

It’s also one of those products that makes me feel like I’m taking care of myself in a way that’s manageable and not overly fussy. No hour-long commitments, no complicated steps. Just apply, relax for a few minutes, rinse, and you’re done. And honestly, in this world where we’re all juggling a thousand things, who doesn’t want that?

If you’ve been eyeing it, wondering whether it’s just another overhyped internet favorite, my advice is simple: try it. If you’ve been curious about it, my advice? Try it. Sometimes, the internet actually gets it right.

Love,

Rae