Our History

1978–1993
Engaging Women

Japan’s bubble economy, marked by surging Japanese land and stock prices as well as conspicuous spending, met with both anxiety and admiration in world public opinion. The period also saw substantial social advancement in Japan. The passage of Japan’s Equal Opportunity Law in 1985 was of particular importance, allowing more women to enter career-track jobs and gain managerial positions. As a time of rising income, especially among the young generation, the 1980s was an era of designer brands epitomized by Yohji Yamamoto and Rei Kawakubo. The new confidence was also expressed in bold makeup and body-conscious fashion trends. Kanebo dedicated this era to actively engaging women and continuing support of women through excellent products and meaningful activities.

A large, brown, classic building, Harrods department store in London, adorned with a wide variety of flags, viewed from the street level.

1979
Launch in Europe

Entry to the European retail market begins with the launch of the JOSET brand at Harrods in London. Department store sales in 16 European cities follow, and Kanebo Cosmetics Europe, Ltd. is created in 1980.

Three books with various illustrations and Japanese text. The colors of each from the left: yellow, reddish-brown, and a pink-purple-white gradation.

1979
Collaboration with the Yomiuri Shimbun

A joint project, which targets emerging women fiction writers and focuses on women’s life issues, pairs a monetary award with powerful media coverage.

“Human Documentary” and “Kanebo Special Literary Prizes” are organized as projects between Kanebo and the Yomiuri Shimbun, Japan’s largest newspaper. The project targets women fiction writers whose themes reflect issues related to women’s lives. It offers a substantial honorarium along with powerful nationwide media coverage. Award winning stories are introduced in the Yomiuri Shimbun and reissued in book form, or dramatized for broadcast on the Nippon TV network. The Pediatric Ward, the first show to win the top prize, becomes a hit TV drama. The prizes are awarded annually for 20 consecutive years and help launch careers of promising writers.

A “Lady 80” campaign advertisement from the 1980s featuring a woman wearing a red shirt and red jewelry looking directly into the camera.

1980
Era of Shining Women

Years before Japan introduces its equal opportunity law implementing gender equality, Kanebo designates the 1980’s as the “Era of Shining Women.” In addition to its “Lady 80” campaign, the company launches cultural programs supporting the advancement of women in society and the arts.

1981
Hyaluronic Acid Research

Kanebo’s research on the generation of hyaluronic acid — a powerful moisturizing substance — at the cellular level within the skin, leads to the development of ingredients effective in boosting the synthesis of hyaluronic acid in both the dermis and epidermis. In 1999, Kanebo scientists disprove widespread theories that hyaluronic acid does not exist in the stratum corneum (horny layer) of the skin’s surface. In 2008, Kanebo Cosmetics discovers that adiponectin secreted from fat cells (adipocytes) stimulates the synthesis of hyaluronic acid in dermal cells. This study shows not only the new function of adiponectin, but also the possibility that secretion factors originating from fat cells play important roles in skin moisture and firmness.

Six people standing in a semicircle with a woman applying makeup to a seventh woman seated in the center.

1983
Kanebo Makeup Institute

Kanebo Makeup Institute opens as a professional school for makeup and hair artists, giving students a thorough grounding in makeup theory and practical studio work. The Institute encourages development of individual creative abilities.

1983
CIDESCO International Grand Prix

Kanebo’s research on the perception of beauty leads to the theory of a P.P.D. effect: Parts (shape, size and color of eyes, brows, and lips); Positioning (relative position of brows, eyes, nose, and mouth); and Dimension (facial characteristics of depth and symmetry). Awarded the prestigious CIDESCO International Grand Prize.

Three lipsticks standing on a table, one closed, two open revealing shades of red. A green and white plant appears in the background.

1984
Lady 80 Bio Lipstick

This lipstick, with advanced natural coloration and treatment properties drawn from oriental herbal ingredients, achieves record-breaking success as well as international acclaim and recognition.

A pink film poster showing two butterflies intersecting a broken film reel and English text: “Feminine Brilliance On Screen.”

1985
Kanebo International Women's Film Week

As part of the Tokyo International Film Festival, this forum draws public attention to Japanese and international women directors. For 27 years, it contributes to the advancement of women in filmmaking and the visual arts.

An aerial view of downtown Shanghai, China in the 1980s with the Huangpu River flowing through it.

1987
Launch in China

An agreement of technical cooperation, concluded with leading Chinese cosmetics manufacturer Shanghai Jahwa United Co., Ltd., lays the groundwork for eventual launch of Kanebo products in China.

1989
LA CRÈME

KANEBO SENSAI EX LA CRÈME, an ultra-luxurious anti-aging product, is released in Europe as a pioneering, ultra-premium cosmetic. It is one of the world’s most costly creams and becomes widely renowned for outstanding quality.

A beige and gold cosmetics bottle with the lid half-opened and text that reads, “KANEBO SENSAI EX” and “La Crème”.

1992
T’ESTIMO Long-lasting Lipstick

Combining excellent staying power with moisturizing benefits, this lipstick — destined to become a legend — launches in Japan with sales of over five million units in the first year.

One pink bottle that reads, “LIP Cleansing”, and many shades of open lipstick cases surrounding three lip liner pencils lying flat.