In the final years of the Edo period, circa 1860, Japan started to view sea bathing and sun tanning as healthy retreats. These relatively unknown activities became popular due to a growing number of westerners enjoying the beaches in and around of Tokyo, as well as Japanese doctors who recognized their health benefits.

Whether they wanted to catch a tan or take a dip, more and more people started to enjoy the beach from the early half of the 20th century to the 1960s. Summer products like sunscreen and sun oil were starting to show some promise in the world of cosmetics.

Thanks to its convenient accessibility to Tokyo, beach destinations like Enoshima, among others, saw a rise in eager beachgoers. Kanebo decided to open a beauty salon near the rest houses along the beach, where approximately one hundred beauty counselors offered makeup services and advice on how to tan beautifully and how to care for skin and hair after tanning.