Hard water,
soft hair. A clarifying shampoo for hard water, made in Korea.

NOA is developing RAHATS, a sulfate-free, mildly acidic shampoo for people who live with hard tap water. We are building our first partnerships for distribution in hard-water markets.

Discuss a partnership

Residential district of Amman, Jordan, seen from a hillside — Amman, Jordan. Many households store water in rooftop tanks.

Chelating
Binds calcium, magnesium and
pipe-borne metals so they rinse away.
pH 5.0–5.5
Mildly acidic, so metals are
less likely to re-attach to hair.
Protein care
Hydrolyzed protein and panthenol
keep hair smooth after cleansing.

Soft at home.
Hard abroad. Korean tap water is soft. In many cities abroad, it is not.

In hard-water regions, calcium and magnesium in tap water bind with shampoo surfactants and settle on the hair surface. Rooftop storage tanks and ageing pipes add iron and copper. The result is poor lather, stiffness and tangling, a problem the people we will serve first already know well.

Korean tap watermostly soft

Hard-water regions

Soft0–60

Moderate61–120

Hard121–180

Very hard180+

Water hardness (mg/L as CaCO₃) · USGS classification

Rahats Clarifying shampoo for hard water Illustration of the product in development.

One SKU.
One problem. Cleanse the mineral film, then refill with protein.

Clarifying shampoos clean well but often leave hair stiff. RAHATS pairs a chelating system with hydrolyzed protein so hair comes out clean and smooth.

Product: RAHATS Clarifying Shampoo
Format: 500 ml pump bottle, single SKU
pH: 5.0–5.5
Free from: SLS, SLES, parabens
Active system: Chelating complex for calcium, magnesium, iron and copper; hydrolyzed protein and panthenol
Production: Contract manufacturing in Korea
Status: In development

Targets for the formula in development. Specifications may change before launch.

Started
from research. Damaged hair absorbs more metal.

Hair behaves like an ion-exchange resin, taking up calcium and magnesium from tap water, and damaged hair takes up more. The same study found chelating agents at low pH to be the most effective treatment. That is why RAHATS pairs chelation with protein care instead of relying on deep cleansing alone.

Evans, A. O. (2011). Investigation of the Interaction between Water Hardness Metals and Human Hair. Ph.D. dissertation, University of Cincinnati, James L. Winkle College of Pharmacy.

Where
we start. Korean communities in Jordan and Egypt first.

The people we will serve first already live with the problem, so the product needs little explanation, and we reach them directly through community networks. The same formula then extends to local consumers and other hard-water regions.

We are looking for

Importers and distributors in hard-water markets, starting with the Middle East and North Africa
Retail and e-commerce partners in those markets
Haircare manufacturing partners (OEM/ODM)

About NOA. A Korean haircare company, founded in 2026.

We own the brand, content and customer relationships, and work with Korean contract manufacturers for production.

Company: NOA Co., Ltd.
Incorporated: May 2026
Headquarters: Yongin, Gyeonggi-do, Republic of Korea
Business reg. no.: 321-86-03719
Email: ceo@noa7.com

Tell us about
your market. Partnership inquiries

Write to us with your country, sales channels and typical order volumes.

Email ceo@noa7.com

Hard water,soft hair. A clarifying shampoo for hard water, made in Korea.

Soft at home.Hard abroad. Korean tap water is soft. In many cities abroad, it is not.

One SKU.One problem. Cleanse the mineral film, then refill with protein.

Startedfrom research. Damaged hair absorbs more metal.

Wherewe start. Korean communities in Jordan and Egypt first.