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.

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.

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.

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.

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.

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.

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.

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.

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.

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.


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.

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.

Use of cookies

We require your consent to the use of cookies before you can visit this website.
I consent to the use of cookies.


We are sorry that you have decided not to use cookies.
Unfortunately, our website does not work optimally without the use of cookies. Hence, you will be unable to visit this page.
If you would like to change your mind and authorize the use of cookies at this time, please click here.

About cookies

We, Kanebo group companies in Japan (Kanebo Group Companies), use cookies on our webpages to improve our webpages, including enhancing information, services provided and the ease of use of the webpages, and on some pages, to authenticate membership for login, customize the service contents or distribute advertising based on browsing history. A cookie is an electronic file that is transmitted from a particular webpage to a browser viewing that page which can be retrieved later to distinguish a customer’s computer.
We also use a system operated by a provider other than us for use of cookies. For more details, see here.
You can disable or delete cookies in your browser settings. However, this makes certain services, including services requiring login, unavailable.

Use of cookies

We require your consent to the use of cookies before you can visit this website.
I consent to the use of cookies.

Use of the cookie information by 3rd party service providers

In order to analyze user access and optimize advertising distribution, Kanebo Group Companies have acquired statistical website usage information through cookies or web beacons operated by 3rd party service providers (*1) and also distributed advertising via 3rd party service provider on their websites. The cookie information used for access analysis or advertising distribution by 3rd party service providers cannot be used to distinguish an individual. Kanebo Group Companies in conjunction with 3rd party service providers have optimized and distributed advertising (ex. retargeting advertising and behavior targeting advertising) based on the customer’s previous access to Kanebo Group website or other website with a combination of 1st party cookie (ex. Google Analytics Cookie) and 3rd party cookie (ex. DoubleClick Cookie).

(*1) 3rd party service providers whom Kanebo Group Companies engage for web access analysis and advertising distribution refers to the following companies.
For details of cookie information use by 3rd party service providers, please visit their website linked below.
If you wish to disable cookies (opt-out), please access the opt-out pages of each 3rd party service provider described below and follow the steps to disable cookies. Please note that disabling cookies (opting-out) may restrict use of some services.

Service for optimization of advertising distribution

Service for website access analysis

List of opt-out pages

Opt-out page for Google Inc.: https://adssettings.google.com?hl=en
Opt-out page for Google Inc. DoubleClick cookie: https://support.google.com/ads/answer/7395996?hl=en
Opt-out page for Yahoo Japan Corporation: http://btoptout.yahoo.co.jp/optout/preferences.html
Opt-out page for FreakOut, Inc.: https://js.fout.jp/info/privacy_en.html
Opt-out page for Facebook, Inc.: https://www.facebook.com/ads/website_custom_audiences/
Opt-out page for D.A.Consortium Inc.: http://feedback.impact-ad.jp/optout?a=mone

Use of Google Analytics

Kanebo Group Companies use Google Analytics on their websites to collect information for marketing and promotion, conduct statistical analysis of website usage, perform maintenance and management, and solve problems. Even though Google Analytics collects user information via cookies, information that can be used to identify an individual is not collected. User information collected by Google Analytics via cookies shall be managed by Google in accordance with Google’s privacy policy.
If you refuse to have your information collected by Google Analytics on?Kanebo Group Companies websites, you can suspend collection of information by enabling the Google Analytics Opt-out Add-on on the following Google page.
Google Analytics Opt-out Add-on

For more details on the information collected by Google Analytics and Google’s privacy policy, please visit the following Google websites. Please note that none of the?Kanebo Group Companies shall be responsible for any damages resulting from the use of Google Analytics services.
Google Analytics Terms of Services
Google Policy and Terms

Page Top