President’s Message


Company ProfilePresident’s Message


Hoyu was established in 1905 as MIZUNO KANKUDOU, a manufacturer of home medicine. In the 100 years since we marketed our first hair color product NIWAKARASU in 1909, we have evolved into a manufacturer of hair care products, specializing in hair color products, and our desire to deliver products which make our customers “look younger, become beautiful, and stay healthy” is still strong after all these years. Our consumer product brands such as “Bigen”, “CIELO”, “Beautylabo”, and our professional-use product brand “PROMASTER”, etc., have all gained popularity with our customers.

In 2005, Hoyu celebrated the 100th anniversary and renewed our corporate logo and slogan. Our new cooperate slogan, COLOR YOUR HEART, expresses our corporate principle to continue providing products and services which color our customers not only in appearance, but also create a “rich beauty from the heart”.

Not only in Japan, Hoyu aims to promote a global strategy to create a hair color market, and to enhance our position in the worldwide market. We will continue to strengthen our product development, productivity and marketing skills to provide customers with safe and high quality products.