If you’ve spent any time browsing haircare threads on beauty forums or scrolling through Japanese drugstore hauls, chances are you’ve encountered &honey. This honey-infused line from Japan has achieved near cult status, especially the Melty Moist Hair Oil, with fans raving about its nourishing formulas and signature golden glow. Naturally, I had to see what the buzz was about.

My Hair Type

For context : my hair is straight, fine, and relatively low maintenance. I wash every other day, rarely heat-style, and generally look for products that add moisture without weighing me down.

The Lineup I Tried :

&honey Deep Moist Shampoo 1.0

&honey Deep Moist Treatment 2.0 (Conditioner)

&honey Melty Moist Hair Oil 3.0

Shampoo : Polished Presentation, Mild Results

Right out of the (very Instagrammable) bottle, the Deep Moist Shampoo delivers on first impressions. It’s sulfate-free, produces a soft, satisfying lather, and has a light floral fragrance with a whisper of honey. It rinses clean without leaving a residue, which I appreciate.

However, as someone with an oily scalp and fine hair, the results were pretty average. My roots felt fresh immediately after washing, but the clean feeling faded quickly as I was back to greasy roots by Day 2, which is typical for me, but still slightly disappointing given the “deep moisture” claim.

* Would I repurchase?

Yes, but mostly for its gentle formula and aesthetic. It’s hard to resist a bottle that looks like a glass jar of wildflower honey. Performance-wise, it’s not dramatically different from other sulfate-free shampoos I’ve used.

Conditioner : Sweet but Forgettable

The Deep Moist Treatment is a thicker conditioner with a scent reminiscent of honey candy, pleasant but not long-lasting. It applies smoothly and rinses out clean, but the effects were… unremarkable. My hair didn’t feel noticeably silkier, softer, or more hydrated compared to more affordable drugstore alternatives.

In fact, I found myself needing to use a leave-in product to add back moisture that this treatment didn’t quite deliver.

* Would I repurchase?

No. While not a bad product, it simply doesn’t outperform cheaper options on the market. When it comes to conditioner, I’d rather invest in something richer or go budget with similar results.

Hair Oil : The Standout (Sort of)

Of the three, the Melty Moist Hair Oil was the most impressive at first though it didn’t earn holy grail status for me. It has a soft, sweet floral scent that lingers for days (seriously, three full days), which is a nice touch if you enjoy lightly perfumed hair.

A little goes a long way, but the pump dispenses more than I need, which can be frustrating with fine hair prone to looking oily. When used sparingly, it does smooth my ends nicely and adds a touch of shine. That said, the performance is on par with other mid-range oils I’ve used at lower price points.

* Would I repurchase?

Unlikely. While I loved the scent and packaging, the formula didn’t outperform oils from brands like Mise En Scène or L'Oréal Elvive, which deliver similar smoothing benefits for less.

Final Thoughts

The &honey line is undeniably charming, visually appealing, sulfate-free, and well-loved across beauty communities. However, when it comes down to pure performance, it didn’t wow me. If you’re looking for solid basics with beautiful packaging and a subtle scent experience, you’ll enjoy it. But if you're after transformative results or more bang for your buck, there are better options out there.

Overall Verdict :

Shampoo : ★★★★☆ - gentle and pretty, but average cleansing

Conditioner : ★★☆☆☆ - pleasant but unremarkable

Hair Oil : ★★★☆☆ - lovely scent, decent effect, not cost-effective

Best For : Normal to dry hair types who want gentle cleansing and don't mind spending a little extra for aesthetics.

Skip If : You need intense moisture, have oily hair, or are budget-conscious.