How Lessons from the United States Shaped ISEHAN's Spirit of Innovation
―― Reflecting on America's 250th Anniversary
On July 4, 2026, the United States celebrated its 250th anniversary. For ISEHAN Co., Ltd., a cosmetics manufacturer with more than 200 years of history, the milestone offered an opportunity to reflect on a relationship that has helped shape the company's evolution.
Today, KISSME and Heroine Make continue to expand their presence in the U.S. market. Yet America's significance to ISEHAN extends far beyond its role as a market. For generations, it has served as a source of ideas, inspiration, and innovation.
Few people embodied that connection more than Kamenosuke Sawada (1914–2007), the sixth-generation leader of the Sawada family that founded ISEHAN. His experiences with American products, retail culture, and consumer trends played a pivotal role in transforming ISEHAN from a traditional BENI merchant into a modern cosmetics company.
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A Global Perspective That Shaped a Company
Founded in 1825 as a maker of BENI, Japan's traditional rouge, ISEHAN has grown alongside Japanese beauty culture for more than two centuries. Throughout that history, the United States was not merely an export market, but a catalyst for change.
Long before globalization became commonplace, Kamenosuke looked beyond Japan for new ideas. Even before World War II, he actively pursued international business opportunities, exporting products to the United States and other regions. This global outlook would later become a driving force behind ISEHAN's approach to product development, marketing, and retail innovation.
The Lesson Learned from a Single Lipstick
One of the defining moments in Kamenosuke's career began with a single lipstick brought from the United States before World War II.
The product featured a rich, creamy texture unlike anything Japanese consumers had experienced at the time. Determined to recreate it, Kamenosuke devoted countless hours to experimentation, balancing product development with the demands of the family business. Through persistence and trial and error, he eventually succeeded in creating a Japanese-made lipstick comparable to the American original.
Yet the product proved to be a commercial disappointment. Despite its quality, consumers were unfamiliar with the texture, and the company lacked the marketing needed to communicate its benefits effectively.
The experience led Kamenosuke to a lasting realization: even the finest products cannot succeed without effective communication. Convinced that advertising would become increasingly important, he came to view marketing not simply as a sales tool, but as an essential driver of innovation. The lesson would later shape the bold campaigns and memorable promotions that helped establish KISSME as a nationally recognized brand.
The American Trip That Changed Cosmetics Retailing in Japan
Another turning point came in 1951, when Kamenosuke traveled to the United States as one of the first members of Japan's cosmetics industry to do so after World War II.
During the trip, he closely studied the American beauty market and was particularly impressed by the way cosmetics were sold in supermarkets. At the time, cosmetics in Japan were primarily sold through face-to-face service at specialty retailers, and the idea of customers freely selecting products on their own was virtually unheard of.
Inspired by the American self-service model, Kamenosuke envisioned a future in which Japanese consumers could browse and purchase cosmetics more independently. After years of experimentation and refinement, ISEHAN introduced the PSP (Perfect Self Package) System in 1966, becoming the first company in Japan's cosmetics industry to adopt this merchandising approach. The system transformed cosmetics retailing in Japan and helped establish practices that remain common today.
The trip also had a lasting influence on product development. After studying leading American beauty brands, Kamenosuke brought new ideas back to Japan, including inspiration from the long-lasting lipsticks that were gaining popularity in the United States.
One notable result was KISSME Super Lipstick. Launched in 1955 with the memorable slogan, "Won't come off, even with a kiss," the product became a nationwide sensation and helped cement ISEHAN's position as a leading force in Japan's lip sticks market.
From Learning to Sharing: ISEHAN's Next Chapter
Today, the relationship between ISEHAN and the United States has entered a new chapter. Rather than simply learning from overseas markets, the company is increasingly sharing Japanese beauty culture with a global audience. KISSME Heroine Make has expanded its recognition among American consumers through social media, word-of-mouth recommendations, and its distinctive brand identity.
Drawing on decades of lessons learned from American market, ISEHAN is now sharing Japanese innovation and creativity with the world. As ISEHAN enters its third century, the spirit that guided Kamenosuke remains unchanged: a willingness to learn, adapt, and create new values. Looking ahead, the company will continue drawing inspiration from the world while sharing the craftsmanship, innovation, and beauty culture that define its heritage.
