Two Centuries at the Forefront of J-Beauty: The Journey of ISEHAN
In 2025, ISEHAN Co., Ltd., Japan’s oldest makeup cosmetics manufacturer, celebrated its 200th anniversary. Founded in 1825 during the Edo period as a traditional BENI (Japanese rouge) shop, the company has spent two centuries balancing heritage and innovation.
While preserving the legacy of BENI, ISEHAN successfully transformed itself into a comprehensive cosmetics manufacturer after World War II, introducing a series of groundbreaking products and memorable marketing campaigns that have helped shape Japan's beauty industry.
Today, through brands such as KISSME and Heroine Make, ISEHAN continues to shape the future of J-Beauty. Haruko Sawada, President of ISEHAN, shares her reflections on the company's remarkable 200-year journey and the values that continue to guide its future.
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The Birth of KISSME and the Transformation into a Modern Cosmetics Company
ISEHAN’s origins trace back to 1825, when its founder, Han’emon Sawada, established the BENI shop ISEHAN. During this period, cosmetics were evolving from luxury items reserved for the elite into products enjoyed by a broader segment of society. The company’s Last Remaining Traditional Rouge Maker signature product, Komachi-beni, earned a reputation for its distinctive green iridescence, long recognized as a mark of excellent quality.
BENI is a traditional Japanese cosmetic made from safflower petals. Only about 1% of each petal contains the red pigment used in its production, and approximately 1,000 blossoms are required to create a single small cup of BENI. When dried in its container, highly refined BENI exhibits a remarkable green iridescence. Yet when applied with water, it transforms into a vivid red.
The production technique has been passed down orally through generations of the Sawada family and remains a closely guarded tradition. Today, only three craftspeople continue this tradition, making ISEHAN the last remaining traditional BENI maker in Japan.
- BENI MUSEUM (Minami-Aoyama, Tokyo)
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Dedicated to preserving and sharing the culture and traditions of BENI, the museum also offers insights into the history of Japanese cosmetics.
- Hours: 10:00 a.m. - 5:00 p.m.
- Closed: Sundays, Mondays, July 7, and the year-end and New Year holidays
https://www.isehan-beni.co.jp/ (Japanese)
While continuing to preserve traditional BENI-making techniques, ISEHAN also demonstrated a willingness to embrace change. The company was among the pioneers of Western-style lipsticks in Japan and launched the KISSME brand in the 1930s.
Following World War II, KISSME gained national recognition through innovative marketing campaigns and an unwavering commitment to quality.
Lipstick has long been central to ISEHAN's identity. Over the years, the company has introduced a series of landmark products that have helped shape Japan's cosmetics industry.
Among them, KISSME Shine Lip, launched in 1970 as Japan's first lipstick dedicated to creating a glossy shine, became one of the brand's most iconic successes. Its transparent, dewy finish captured the aspirations of consumers at a time when color television was becoming increasingly widespread, and annual sales exceeded 13 million units in 1976.
"KISSME Shine Lip was the first KISSME product I purchased for myself," recalls Sawada. "I was in high school at the time, and it had become a must-have item for girls my age. It seemed like everyone at school had one."
Values That Have Guided ISEHAN for 200 Years
According to Haruko Sawada, three values have consistently defined the company's approach: Quality, Playfulness, and Innovation.
The first is an uncompromising commitment to quality. This dedication can be traced back to the company's earliest days as a BENI maker and has remained unchanged throughout its history. Even in the challenging years following World War II, when lower-cost ingredients could have improved short-term profitability, ISEHAN continued to prioritize quality. The company believed that products made with carefully selected ingredients would ultimately earn consumers' trust and stand the test of time.
"Quality has always been at the heart of what we do," says Sawada. "Our predecessors never compromised on ingredients or craftsmanship, even when circumstances were challenging. That commitment continues to guide us today."
The second value is playfulness, exemplified by KISSME Heroine Make and its distinctive storytelling world. Launched in 2005, the brand combined high-performance makeup with its signature heroine character, Himeko, inspired by the world of Japanese manga. By creating an engaging brand universe rather than simply promoting product features, KISSME Heroine Make established a unique identity and became one of Japan's most recognizable makeup brands.
"KISSME Heroine Make perfectly reflects ISEHAN's spirit of playfulness," Sawada explains. "It's not just about functionality. We want cosmetics to bring excitement, imagination, and enjoyment to everyday life."
The third value is innovation, demonstrated through the company's long history of pioneering products and initiatives. From traditional beni to groundbreaking lipsticks and high-performance eye makeup products, ISEHAN has continually sought new ways to respond to consumers' needs while staying true to its heritage.
Looking Toward the Next Century
In 2025, ISEHAN unveiled its new corporate purpose: “The 1st Cosmetics. ISEHAN - Your first will always be our first.” This statement reflects both a deep respect for past generations and a renewed commitment to the future. Guided by 200 years of craftsmanship, creativity, and innovation, ISEHAN now looks toward its next century, continuing its mission to bring beauty and joy to people all over the world.
