Isehan Company

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.

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

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

• Color cosmetics
• Eye makeup products
• Waterproof mascara
• Eyebrow cosmetics
• Skincare cosmetics

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• VT COSMETICSminorGTM or Marketing Partner · 1 April 2025Korean 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)minorStrategic or Co-development Partner · 1 April 2025Popular 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)minorStrategic or Co-development Partner · 1 March 2025Collaboration 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

Direct 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

• Xtwitter.com/kissme_pr
• YouTubeyoutube.com/user/kissmebyisehanch
• Facebookfacebook.com/heroinemake.official
• Instagraminstagram.com/kissme_pr
• LinkedInlinkedin.com/company/isehan-cosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries13 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 Isehan Company