What Hoyu does

Hoyu Co., Ltd. (ホーユー株式会社) is a privately held Japanese specialty personal care company founded in 1905 and headquartered in Nagoya, Aichi Prefecture. The company manufactures and sells consumer and professional hair coloring, hair care, and styling products, anchored by flagship brands Bigen (gray hair coverage), CIELO, Men's Bigen, Beautylabo, Beauteen, BYKARTE, and PROMASTER. Hoyu's core technology base spans oxidation dye chemistry, the proprietary low-ammonia 4APE dye system, the BYKARTE cystine-based hair repair (Seas) technology, and proprietary Yerba Santa extract research for gray hair improvement/prevention.

The company operates a hybrid go-to-market: a consumer business distributing through Japanese drugstores, supermarkets, and direct e-commerce (shop.hoyu.co.jp, Rakuten, Amazon) under brands including Bigen, CIELO, Beautylabo, COLORu (allergy-conscious, mail-order-only), One st., LUCENA, and care me; a professional/salon business targeting hairdressers through dedicated field sales, the hoyu-professional.com platform, and Hoyu Studios and Technical Academy facilities in Tokyo, Osaka, Fukuoka, and Nagoya; and an international business distributing through 11 wholly-owned subsidiaries across 9 countries and local distributors to approximately 70 countries worldwide. A small B2B service line provides allergy research analysis (アレルギー受託解析サービス) to dermatological and medical facilities, leveraging Hoyu's decades of clinical allergy research and an endowed chair at Fujita Health University. Pricing is not publicly disclosed; products are sold through retail markup, direct-to-consumer, and B2B professional channels.

Hoyu's revenue mechanics are predominantly one-time consumer product sales with a small professional-services component. The company has set a 2030 consolidated revenue target of ¥70 billion and operating profit target of ¥7 billion. Management of the company transitioned in 2022 to fifth-generation President Sasaki Yoshihiro; founder-family influence persists through Chairman Mizuno Makio. Hoyu sits under Hoyu Holdings Co., Ltd., which acquired Kracie Group fully in 2012 and consolidated international operations under this structure in 2018. Equity ratio is 84.64% (fiscal 2025), indicating a conservatively financed balance sheet. Hoyu has held the #1 position in Japan's consumer hair color market for 30 consecutive years (1996-2025) per Intage SRI/SRI+ data.

Name

Hoyu

Legal name

ホーユー株式会社

Website

https://hoyu.co.jp

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Hoyu (ホーユー株式会社) is a 120-year-old, privately held Japanese manufacturer of consumer and professional hair coloring, hair care, and styling products, anchored by the Bigen and CIELO brands. It sells through drugstores, salons, e-commerce, and overseas subsidiaries across approximately 70 countries, holding the #1 domestic market share for 30 consecutive years.

Ownership category

akta.pro rank

Product category

Hair Care and Hair Coloring Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Texturizers & Chemical Services (Relaxers, Perms, Keratin) (CRABABAF)

Keywords

• Hair coloring products
• Professional salon supplies
• Hair care cosmetics
• Gray hair coverage
• Men's grooming products

Headquarters

HQ city

Mizuho

HQ country

Japan

HQ region

Asia

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Consumer Hair Color Products: Sale of home-use hair coloring and hair care products through retail channels (drugstores, supermarkets) and e-commerce. Includes brands such as Bigen, CIELO, Beautylabo, Beauteen, Men's Bigen, and color treatment products sold to individual consumers in Japan and overseas markets.
2. Professional Hair Color and Care Products: Sale of professional-grade hair coloring agents, hair care, and styling products to hairdressers and salon professionals through field sales and dedicated professional platforms. Includes PROMASTER, PROSTEP, GLAMAGE, IROJIKAKE, BYKARTE Professional, NiNE, SOMARCA, and other professional brands.
3. Direct-to-Consumer E-commerce (通信販売): Products sold directly through Hoyu's own online store (shop.hoyu.co.jp) and Rakuten marketplace store, including direct-to-consumer exclusive brands such as COLORu, One st., LUCENA cosme tattoo, and other mail-order-only products.
4. Overseas Business: Revenue from international sales through wholly-owned subsidiaries and distributors in approximately 70 countries. Key markets include USA, Canada, Mexico, Brazil, UK, France, Australia, Korea, China, Taiwan, Philippines, Indonesia, Singapore, Malaysia, Thailand, India, Pakistan, Saudi Arabia, Egypt and others.
5. Allergy Research Services (アレルギー受託解析サービス): B2B service providing allergy research analysis to clinical and medical facilities, applying Hoyu's decades of hair color allergy research expertise.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Hoyu manufactures and sells hair coloring products, hair care products, and perming agents for both consumer and professional salon markets. Its consumer portfolio includes gray hair coverage brands (Bigen, CIELO), fashion color brands (Beauteen), black hair care (Beautylabo), men's gray hair solutions (Men's Bigen), and specialty lines such as the allergy-friendly COLORu mail-order brand. The professional portfolio supplies hairdressers and salons through a field sales force with brands including PROMASTER, BYKARTE Professional, NiNE, SOMARCA, ETORAS, GLAMAGE, IROJIKAKE, and INFINIAL.

Differentiator

Problem solved

Functional benefit

Brands

• ビゲン (Bigen): 白髪ケアブランド - Hair coloring products for gray hair coverage
• シエロ (CIELO)
• ビューティラボ (Beautylabo)
• ビューティーン (Beauteen)
• メンズビゲン (Men's Bigen)
• プロマスター (Promaster)
• バイカルテ (BYKARTE)
• ナイン (NiNE)
• ソマルカ (SOMARCA)
• エトラス (ETORAS)
• シエロ (CIELO)
• COLORu
• One st.
• BYKARTE
• ミュミュ (MieuMieu)
• ケアミー (Care me)
• ラブカ (LUVCA)
• REVIAS
• ワンエスティ (one.st)

Products and services

• Bigen (ビゲン) Household-name hair coloring products for gray hair coverage, sold to general consumers through Japanese drugstores, supermarkets, mass-market retailers, and international distributors.
• CIELO (シエロ) Hair coloring brand for gray hair coverage marketed to general consumers in Japan through mass retail channels; includes CIELO Color Treatment, winner of the @cosme Best Cosmetics Award 2024 Best Hair Color category.
• Beautylabo (ビューティラボ) Black hair coloring and hair care products for general consumers, distributed through drugstores and mass-market retailers in Japan.
• Beauteen (ビューティーン) Bold and colorful hair coloring brand targeting younger consumers seeking fashion-forward hair colors, sold through mass-market retail and drugstores in Japan.
• Men's Bigen (メンズビゲン) Men's gray hair care brand sold through Japanese drugstores and supermarkets, including the recent Men's Bigen TAKUMI non-alkali (ammonia-free) formulation.
• COLORu Mail-order exclusive hair color brand for allergy-conscious consumers, formulated without common dye allergens (para-phenylenediamine, toluene-2,5-diamine). Sold only through Hoyu's direct e-commerce channels.
• One st. Honest skincare brand launched from Hoyu's internal venture program, sold via mail order through Hoyu's direct e-commerce store.
• LUCENA cosme tattoo Mail-order exclusive beauty product line sold through Hoyu's direct e-commerce store.
• LUVCA (ラブカ) Hair care brand targeting general consumers, sold through Hoyu's consumer channels including its online store.
• Care me (ケアミー)

Quantifiable outcome

• 30 consecutive years of #1 market share in Japan's consumer hair color market (Intage SRI/SRI+, 1996-2025)
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Nagoya Institute of Technology Student Group 'Saya' (名古屋工業大学女子学生団体「彩綾」～SAYA～)minorGTM or Marketing Partner · 1 January 2024Hoyu conducted a self-coloring experience event for female engineering students at Nagoya Institute of Technology in July 2024, supporting hair color liberalization in professional settings.
• Daniel Galvin (ダニエルギャルビン)coreStrategic or Co-development Partner · 1 June 2023Long-standing partnership since 1990 with internationally renowned colorist Daniel Galvin. Jointly developed the Daniel Galvin / PROMASTER professional hair color brand lines including CR Color (20 colors), PW Color (10 colors), and related professional products. The partnership expanded in 2009 with development of the PROMASTER G Crielle aging hair care line.
• Kracie (クラシエグループ)coreStrategic or Co-development Partner · 20 September 2022Hoyu acquired 60% of Kracie Holdings shares in 2009 and the remaining 40% in 2012, making it a fully owned subsidiary. The entire Kracie Holdings shareholding was transferred to Hoyu Holdings (朋友ホールディングス) in 2018. Hoyu's overseas business was integrated under this structure.
• Ungrid (田区)minorStrategic or Co-development Partner · 20 September 2022Joint development of the organic hair care brand 'care me' with fashion apparel brand Ungrid. 'care me' is marketed as 'wear nature, wear fragrance' combining Hoyu's hair care expertise with Ungrid's fashion sensibility.
• Asugen Seiyaku (アスゲン製薬株式会社)minorStrategic or Co-development Partner · 1 April 2018Business partnership established in 2008 with Asugen Seiyaku, a pharmaceutical company, for joint product development and business collaboration in the professional hair and beauty market.
• Fujita Health University (藤田医科大学)minorStrategic or Co-development Partner · 1 April 2015Established an endowed chair in 'Allergy Disease Management Medicine' (アレルギー疾患対策医療学) at Fujita Health University (formerly Fujita Health College) in 2015, advancing clinical research in allergy diagnosis and treatment related to hair coloring.

Scale indicators8 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• Milbon: Japan-headquartered professional hair care company specializing in salon-grade hair color, treatment, and styling products. Most direct Japanese peer to Hoyu's professional segment, competing with PROMASTER and BYKARTE Professional in salons.
• Kao Corporation: Japanese consumer packaged goods leader with strong hair color portfolio (Crena, Liese, Blaune) and salon brands (Kao Salon Division). Direct competitor to Hoyu in Japanese mass-market consumer hair color and salon channels.
• Davines: Italian professional hair care company with strong salon channel presence and growing direct-to-consumer business. Comparable to Hoyu in professional salon focus and brand-building approach, with adjacent premium positioning.

Broad incumbents

• Henkel (Schwarzkopf): Global broad incumbent in hair color and hair care through Schwarzkopf, IGORA, and BlondMe brands. Direct competitor in both consumer retail and professional salon channels across Hoyu's overseas markets.
• L'Oréal: World's largest beauty conglomerate with extensive hair color portfolio (L'Oréal Paris Excellence, Garnier, Matrix, Redken). Competes with Hoyu in both consumer and professional segments globally with vastly superior R&D and marketing scale.
• Coty (Wella): Global beauty company with Wella, Clairol, and ghd brands. Major direct competitor in consumer and professional hair color categories across Hoyu's overseas markets, particularly Americas and Europe.
• Shiseido: Japanese global beauty conglomerate with broader portfolio (skincare, makeup, fragrance) but overlapping in some hair care adjacencies. Competes with Hoyu in Japanese beauty retail and emerging international markets.

Emerging players

• Mandom Corporation: Japanese men's grooming and personal care company. Comparable peer given Hoyu's Men's Bigen and ETORAS men's product lines targeting the Japanese male consumer hair care segment.
• Deciem / The Ordinary: Estée Lauder-owned multi-brand beauty platform including direct-to-consumer haircare. Emerging player signaling how digitally native, ingredient-forward brands are reshaping consumer hair care expectations that Hoyu must compete against.

Regional players

• Pola Orbis Holdings: Japanese mid-cap beauty conglomerate focused on skincare and cosmetics. Regional peer that shares Hoyu's Japanese market orientation but with adjacent rather than overlapping hair color exposure.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/licolo_official
• Xx.com/hoyu_pro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hoyu