Profile of Aichi Quality Companies
Certification No. 0224 Manufacture of chemical and allied products

Hoyu Co., Ltd.

A manufacturer of hair cosmetics (mainly hair-coloring products for home and professional use)

Address 1-501 Tokugawa, Higashi, Nagoya, Aichi 461-8650 JAPAN
Tel +81-52-935-9556

■Company Outline

Hoyu has been Japan’s top manufacturer and distributor of hair-coloring/perming products and general hair-care products for home and professional use, since its establishment in 1905. The company markets products targeting various age brackets in more than 70 countries.

■Main Products

・Hair dye brand "Bigen" includes Cream-Tone, fragrance hair color, and Ladies' Bigen Speedy (speedy hair dye)
・Hair dye brand "CIELO" for those in their thirties, includes cream-type and milky lotion-type
・Hair color brand "Beautylabo" for those in their twenties, includes hair-coloring and hair-care products (Color Care)
・"Beauteen" for older teenagers include hair-coloring and hair-bleaching products
・Men's brand includes "Men's Bigen" and "Men's Beauteen"

■Core Competence

〇Hoyu’s products developed over 100 years of technology provide coloring products in a vast range of colors to suit each customer’s choice.
Our hair dye technology originated in “Niwa Karasu” (1909), “Powder-type Coloring Agent 1” (1957), liquid/cream-type coloring products, and “Aerosol-type Coloring” (1997). Hoyu has been leading the hair color industry in Japan with its innovative technologies and products.
〇Hoyu’s products now extend to over 70 countries worldwide.
Hoyu currently has an approximate market share of 40% of the general market. We are developing branding strategies for different generations with 6 brands (4 for different female generations and 2 for men) covering hair dye and coloring. More than 80% of the world’s population is said to have black hair. We are advancing development in over 70 countries around the world, with our technology and products matched to each country’s features and preferences.