Isehan Company
Isehan Company is a privately held Tokyo-based Japanese cosmetics manufacturer that sells long-wear, waterproof eye makeup — including mascaras, eyeliners, and eyebrow products — plus skincare and lip items through multiple sub-brands (KISSME, HEROINE MAKE, Kiss, Heavy Rotation, KISSME FERME) to Japanese women consumers via drugstores, department stores, and its own e-commerce store.
- Company typePrivate
- Founded-
- HeadquartersTokyo, Japan
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Isehan Company does
Isehan Company (株式会社伊勢半, Isehan Co., Ltd.) is a privately held Japanese cosmetics manufacturer headquartered in Tokyo, operating a multi-brand portfolio under the KISSME corporate umbrella. Its core functional focus is eye makeup — long-wear, waterproof, and smudge-proof mascaras, eyeliners, and eyebrow products — with additional offerings in lip, base, skincare, and nail categories across sub-brands including HEROINE MAKE, Kiss, Heavy Rotation, KISSME FERME, Mammy, MN, ISEHAN lab., and Base Direction. Underlying technology centers on proprietary formulation and applicator engineering: the "Third Mascara" hybrid waterproof/film-type formula, the Double Polymer volume-and-curl system, and the Hyper Lift 12-degree angle brush are cited as functional differentiators in the long-wear eye makeup segment.
The company's go-to-market is product-led growth through portfolio segmentation, serving distinct consumer cohorts from high-school first-time eyebrow buyers (Heavy Rotation) through adult skincare-conscious consumers (KISSME FERME, ISEHAN lab.). Products are priced per unit between ¥726 and ¥2,640 and sold through drugstores, cosmetics specialty retailers, and department stores nationwide in Japan, supplemented by an owned e-commerce storefront at onlinestore.isehangroup.jp. The revenue model is direct unit sales of one-time consumer purchases, with no subscription, licensing, or B2B contract revenue streams disclosed. Marketing runs through Instagram, X, YouTube, LINE, and email, with recurring limited-edition color drops and collaboration partnerships (notably VT COSMETICS, TOMIOKA SILK, and DILIGENCE PARLOUR in 2025) used to drive engagement. Heavy Rotation's coloring eyebrow mascara line holds No. 1 share in Japan by sales value and volume for the September 2022 through August 2025 period, and HEROINE MAKE celebrated its 20th anniversary in 2025.
Isehan Company firmographics
Firmographics- Name
- Isehan Company
- Legal name
- 株式会社伊勢半 (Isehan Co., Ltd.)
- Website
- https://isehan.co.jp
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Isehan Company is a privately held Tokyo-based Japanese cosmetics manufacturer that sells long-wear, waterproof eye makeup — including mascaras, eyeliners, and eyebrow products — plus skincare and lip items through multiple sub-brands (KISSME, HEROINE MAKE, Kiss, Heavy Rotation, KISSME FERME) to Japanese women consumers via drugstores, department stores, and its own e-commerce store.
- Ownership category
- akta.pro rank
Isehan Company industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industry
- Eye & Lip Skincare (CRABAAAC)
Keywords
Where Isehan Company is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Isehan Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Cosmetics Product Sales: Direct consumer sales of color cosmetics and skincare products through multiple brands including KISSME, HEROINE MAKE, Kiss, Heavy Rotation, KISSME FERME, Mammy, MN, and others. Products include mascaras, eyeliners, eyebrow products, foundations, lip products, and skincare items sold at various price points from ¥726 to ¥2,640 per item.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard cosmetic products - Pricing from ¥726 to ¥2,640 per unit |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Isehan Company product offering
Product offeringCore offering
Isehan Company is a Japanese cosmetics manufacturer that develops, formulates, and sells color cosmetics and skincare products through multiple sub-brands under the KISSME umbrella, including HEROINE MAKE, Kiss, Heavy Rotation, KISSME FERME, Mammy, MN, and ISEHAN lab. The portfolio is centered on eye makeup (waterproof and long-wear mascaras, eyeliners, eyebrow products) along with lip products, base makeup, nail products, and skincare items priced from ¥726 to ¥2,640 per unit.
Differentiator
Problem solved
Functional benefit
Brands
- KISSME (キスミー): Main corporate brand encompassing multiple cosmetics lines including mascara, eyeliner, eyebrow products, and skincare.
- ヒロインメイク (HEROINE MAKE)
- キス (Kiss)
- キスミー フェルム (KISSME FERME)
- ヘビーローテーション (Heavy Rotation)
- ISEHAN lab.
- KISSME P.N.Y.
- MN (エムエヌ)
Products and services
- KISSME FERME (キスミーフェルム) Skincare-focused beauty brand offering serums, cushions, loose powders, and makeup products with skincare benefits for adult women seeking hydrating and treatment-oriented color cosmetics.
- HEROINE MAKE (ヒロインメイク) Durable cosmetics brand featuring waterproof mascara, eyeliner, and eye makeup products designed to withstand tears, sweat, water, and sebum, targeted at consumers needing long-lasting eye makeup.
- Kiss (キス) Brand focusing on lip products, base makeup, and innovative cosmetic tools and applicators for women seeking everyday color cosmetics.
- Heavy Rotation (ヘビーローテーション) Eyebrow cosmetics brand known for coloring eyebrow mascaras, pencils, and brow products targeted at young consumers, particularly high school girls entering eyebrow makeup for the first time.
- Mammy (マミー) Mammy brand under the KISSME portfolio offering cosmetics and skincare for targeted consumer segments.
- ISEHAN lab. Lash Program Lash serum and lash care treatment product under the ISEHAN lab skincare brand for lash nourishment.
- ISEHAN lab. Suyari Serum (スヤリセラム)
Quantifiable outcome
- Sales amount and sales volume ranked No. 1 in Japan for coloring eyebrow products (liquid format), September 2022 - August 2025
Companies that use Isehan Company
Customer profileSegments2 records
Ideal customer profiles2 records
Isehan Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Isehan Company partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- VT COSMETICSminorKorean CICA cosmetics brand known for starting the CICA cosmetics trend in Japan. Two collaborative sheet mask products have been released - VT 7 Days Mask and VT 7 Days Mask Moist, marketed under HEROINE MAKE brand for skin whitening and moisture benefits.
- DILIGENCE PARLOUR (ディリジェンスパーラー)minorPopular flower shop collaboration partner. Collaborative limited edition designs for KISSME FERME products including Loose Wonder Finish loose powder and Rouge Act Toriko Touch lip products, featuring special collaboration packaging with floral design cases.
- TOMIOKA SILK (富岡シルク)minorCollaboration with TOMIOKA SILK for HEROINE MAKE's 20th anniversary. Special limited edition mascara 'Silky Black' featuring silk-like glossy finish, part of the Super WP Long/Curl Mascara line.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Isehan Company competitors and assessment
Company assessmentDirect peers
- Integrate (Shiseido brand): Shiseido's eye makeup-focused line targeting young Japanese women with mascara, eyeliner, and brow products. Directly competes with HEROINE MAKE and KISSME on shelf positioning and price point.
- Mandom Corporation: Japanese personal care and cosmetics company with eye makeup and skincare lines (Gatsby, Bifesta, Pucelle). Comparable as a multi-category Japanese cosmetics manufacturer with parallel drugstore distribution and similar brand portfolio structure.
- KOSÉ Corporation: Major Japanese cosmetics company operating multiple brands (Decorté, Sekkisei, KOSÉ COSMEPORT) with strong presence in makeup and skincare. Directly comparable as a multi-brand Japanese cosmetics manufacturer targeting similar consumer segments with parallel channel strategies.
- Canmake Tokyo: Japanese affordable cosmetics brand focused on eye and face makeup with strong drugstore distribution. Competes directly with KISSME and Heavy Rotation at the entry-to-mid price tier with similar target consumers (young women, drugstore shoppers).
- Imju / DejaVu: Korean eye makeup specialist best known for DejaVu fiber mascara. Direct competitor in the Asian eye makeup category with similar focus on long-wear, fiber-mascara technology and parallel distribution through Asian beauty channels.
- FLOWFUSHI: Japanese cosmetics company best known for MOTE LINER eyeliner and MOTE MASCARRA - a direct competitor in the Japanese eye makeup specialist category. Acquired by Kao Corporation in 2022, providing a useful scale benchmark for a niche eye makeup brand.
- D-UP Corporation: Japanese eye makeup specialist brand (eyeliner, mascara) targeting similar consumers as Isehan's eye makeup portfolio. Directly comparable as a niche Japanese eye makeup competitor with overlapping distribution.
Broad incumbents
- Pola Orbis Holdings: Japanese cosmetics conglomerate owning POLA, ORBIS, H2O+, THREE, and other brands. A broader incumbent with multi-brand portfolio architecture similar in concept to Isehan's KISSME group, but at much larger scale.
- Shiseido Company: Largest Japanese cosmetics company with a portfolio spanning prestige, prestige makeup (NARS, Clé de Peau), and mass-market segments. A broader incumbent that overlaps with Isehan in makeup but operates at much larger scale and global scope.
- Kao Corporation (Kanebo Cosmetics): Major Japanese consumer products company whose Kanebo Cosmetics division competes across makeup, skincare, and prestige beauty. Broader incumbent operating at much larger scale with overlapping channels and consumer targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Isehan Company social profiles
Digital presenceIsehan Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Isehan Company leadership team
Management profileNumber of profiles
Profiles1 record
Isehan Company subsidiaries and ownership
Company hierarchySubsidiaries13 records
Isehan Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Isehan Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Isehan Company
What does Isehan Company do?
Isehan Company is a Japanese cosmetics manufacturer that develops, formulates, and sells color cosmetics and skincare products through multiple sub-brands under the KISSME umbrella, including HEROINE MAKE, Kiss, Heavy Rotation, KISSME FERME, Mammy, MN, and ISEHAN lab. The portfolio is centered on eye makeup (waterproof and long-wear mascaras, eyeliners, eyebrow products) along with lip products, base makeup, nail products, and skincare items priced from ¥726 to ¥2,640 per unit.
Is Isehan Company a public or private company?
Isehan Company is a private company. It is classified as family owned and is currently operating.
When was Isehan Company founded?
Isehan Company was founded in -1. It employs 251 to 500 people.
Where is Isehan Company based?
Isehan Company is headquartered in Tokyo, Japan, in the Asia region.
How does Isehan Company make money?
One revenue line is on record: cosmetics Product Sales.
Who are Isehan Company's main competitors?
Direct peers on record are Integrate (Shiseido brand), Mandom Corporation, KOSÉ Corporation, Canmake Tokyo, Imju / DejaVu, FLOWFUSHI and D-UP Corporation. Broad incumbents are Pola Orbis Holdings, Shiseido Company and Kao Corporation (Kanebo Cosmetics).
Does Isehan Company have an API?
No public API is recorded for Isehan Company.
What industry is Isehan Company in?
Isehan Company's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABAAAC, Eye & Lip Skincare. Its NAICS code is 32561 and its SIC code is 2844.