1994–2003
Embracing Diversity

A downturn of the Japanese economy following the collapse of the speculative asset-price bubble heralded a shift in consumer priorities and fashion. Conspicuous high-end merchandise gave way to products reflecting individual needs and tastes. Preference for expensive designer brands declined while highly creative street fashion and new individual and subculture beauty trends drew worldwide attention. As Kanebo developed products addressing various customer needs and market segments, it also accelerated its overseas business with expansion to Saudi Arabia and Eastern European countries such as Russia.

1995
Antique Compact Collection

Over one thousand antique compact powder cases dating from the 1850s to the 1950s are displayed in Kanebo’s collection.

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The face powder compact as a cosmetic accessory emerged in the 19th century, a time when women were beginning to have more prominent roles in society. Kanebo’s collection of antique compacts represents a 100-year history of makeup culture and design from the 1850s to the 1950s. It also reflects social change and changing attitudes towards beauty, as well as the broader history of women in society. The collection of over a thousand compacts includes a carved silver and bone bracelet-style compact that is an heirloom of Nepalese King Birendra, as well as the beautiful “Bird in Hand” attributed to Salvador Dali.

1997
KATE

Under the banner “No more rules,” the innovative and trendy makeup items of KATE become synonymous with a cool Tokyo style that attracts trend-conscious consumers in Asia.

1999
LUNASOL

A fashionable high-quality brand, LUNASOL captures devoted users with its refined, fashionable color collections, state-of-the art makeup technology, and pleasant textures.

2000
AQUA

Exclusively designed for the Chinese market and locally produced in Shanghai, Kanebo’s AQUA brand offers high quality at reasonable prices.

2000
Shanghai Factory

The Shanghai Kanebo Cosmetics Company factory is equipped with Japanese production technology and manufactures cosmetics for the Chinese market.

2000
EVITA

EVITA, a brand clearly targeted to women over fifty, breaks a taboo in the cosmetics market. It wins huge support and inspires new products and services in industries targeting the 50+ generation.

2001

Kanebo's expansion into the emerging markets of Central and Eastern Europe begins with the launch of SENSAI in Russia. Today, SENSAI is available in high-end perfumeries in most European countries.

2001
Beauty Counselor Training

Kanebo offers thousands of beauty counselors advanced technical and counseling training recognized by the Japanese Ministry of Health, Education and Welfare.

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Kanebo dedicates a training and HR development system to promote the technical and counseling skills of its approximately 6,000 beauty counselors. After in-house training and examination, beauty counselors can move on to specialized courses to become professional makeup artists or estheticians, who can apply for overseas training or internship at Kanebo’s Tokyo head office. Alumni of these programs may become national or international trainers, or assume positions in marketing and product development. The Japanese Ministry of Health, Labor, and Welfare recognizes Kanebo’s in-house training program in 2001.  

2004
Establishment of Kanebo Cosmetics Inc.

The cosmetics unit of Kanebo Ltd. breaks off to become Kanebo Cosmetics, Inc. As an independent company, it is dedicated to responsible and sustainable business practices as it develops and introduces products and counseling services that allow women to enhance their natural beauty.

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