I’ve been bleaching my hair for three years. I go from my natural dark brown to a warm blonde, which requires significant bleach work and regular toning, and which has consequences for the condition of my hair that I’ve been managing with varying degrees of success. For the first two years, I used whatever deep conditioner came with my bleach kit and told myself my hair was fine. By year three, my hair was not fine.
The signs were all there: the straw-like texture when dry, the excessive tangling when wet, the breakage I was finding on my pillow and in my brush, the way my hair had stopped reflecting light the way it used to. I’d been ignoring them because addressing them felt complicated. The Fino Premium Touch Hair Mask was the product that made addressing them simple.
How Bleach Damages Hair
Bleach works by opening the hair cuticle and removing the melanin pigment from the cortex. This process is effective at removing colour but it’s also damaging — the cuticle, once opened, doesn’t close as tightly as it did before, which means the hair loses moisture more easily and becomes more porous. Porous hair absorbs water quickly but loses it just as quickly, which is why bleached hair feels dry even immediately after washing.
The solution is deep conditioning — treatments that penetrate the hair shaft and deposit moisture and protein into the cortex rather than just coating the surface. Standard conditioners coat the surface; a proper hair mask penetrates. The difference in results is significant.
I’d been using standard conditioner and occasional deep conditioning treatments from the supermarket. Neither was making a meaningful difference to the condition of my hair. I needed something formulated specifically for the level of damage I was dealing with.
Why Fino Premium Touch Specifically
Fino is a Japanese hair care brand, and the Premium Touch Hair Mask has become something of a cult product in the hair care community — the kind of thing that gets recommended consistently by people who’ve tried a lot of hair masks and found this one genuinely different. I’d seen it mentioned repeatedly in discussions about bleach-damaged hair and had been meaning to try it for months before I finally ordered it.
The penetrating formula is the key differentiator. The Fino Premium Touch Hair Mask is formulated to penetrate the hair shaft rather than just coating the surface — the nourishing oils and conditioners are small enough in molecular size to enter the cortex and deposit moisture and nutrients where the damage actually is. Surface coating feels good immediately after washing but doesn’t address the underlying damage. Penetrating treatment does.
The 230ml size is generous for a hair mask — a small amount goes a long way, and the jar lasts about three months with weekly use. The price per use is very reasonable for a professional-grade treatment.
I found it in the Shampoo & Conditioner and Hair Care collections, and also in the broader Personal Care and Health & Beauty ranges. It arrived two days after ordering.
First Use — The Difference Was Immediate
I applied the Fino mask on a Sunday evening — shampooed, applied the mask to damp hair from mid-length to ends, left it for five minutes, rinsed thoroughly. The texture of the mask is rich and creamy without being heavy — it spreads easily and the hair feels immediately different when you’re applying it, softer and more manageable than it does with standard conditioner.
After rinsing and drying, the difference was visible. My hair had a shine it hadn’t had in months — the light-reflecting quality that bleached hair loses as the cuticle becomes more damaged. The texture was softer and the tangling when combing through was significantly reduced. I’d been expecting an improvement; I hadn’t expected it to be this apparent after a single use.
Four Months On — The Honest Verdict
I’ve been using the Fino Premium Touch mask weekly for four months. Here’s the honest report:
- The condition of my hair has transformed. Four months of weekly treatment and my hair is in better condition than it was before I started bleaching it. The straw-like texture is gone. The excessive tangling is gone. The breakage I was finding on my pillow has reduced significantly. These are visible, measurable improvements.
- The shine has returned. Bleach-damaged hair loses its ability to reflect light because the cuticle is too rough and uneven. The Fino treatment has smoothed the cuticle enough that my hair reflects light again. My hairdresser commented on the improvement at my last appointment without me mentioning I’d changed my routine.
- My hair is easier to style. Smoother, more manageable hair takes less time to style and holds a style better. My morning routine is faster because my hair cooperates rather than fighting me.
- The 230ml jar has lasted four months with weekly use. I use about a tablespoon per treatment. The jar is still about a quarter full. The cost per use is genuinely low for the results it delivers.
- I’ve recommended it to three friends with colour-treated hair. All three have tried it. All three have reported the same results — visible improvement after the first use, significant improvement after four weeks. That’s the most honest endorsement I can give.
The Difference It’s Made
I like my hair again. That’s the honest summary. Three years of bleaching had gradually degraded the condition of my hair to the point where I was considering cutting it significantly shorter to remove the most damaged sections. Four months of weekly Fino treatment has reversed that damage to the point where cutting it is no longer necessary. The hair I have is in better condition than it’s been in years.
If you colour or bleach your hair and you’ve been noticing the damage accumulating, the Fino Premium Touch Hair Mask is the treatment that actually addresses it. Browse the full Hair Care and Shampoo & Conditioner collections for more options.
Use it once a week. Apply to damp hair, mid-length to ends. Leave for five minutes. Rinse thoroughly.
Notice the difference after the first use. Then keep going.
Zoe Alderton is a UX designer and hair colour enthusiast based in Brighton. She has been bleaching her hair for three years, has strong opinions about hair masks, and is currently growing her hair longer than it’s been in years because it’s finally in good enough condition to do so.
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