About Hoyu

Hoyu has a very rich history that dates back over a century.  Founded in 1905 as a humble family business by the name of Mizuno Kankudo (水野甘苦堂), Hoyu has not only grown in recent years to hold the largest market share in its home country of Japan, but the company has expanded its operations into over 70 countries worldwide.

 
Nagoya, Japan  The fourth largest city in the country and home to Hoyu HQ

Nagoya, Japan  The fourth largest city in the country and home to Hoyu HQ

 

A story behind the name

The name Hoyu, derived from "friend" in Japanese (朋友), was chosen by our founder, Masujiro Mizuno, to symbolize the strong partnership forged by the three family-owned businesses that merged in 1923 to become a joint stock venture under the Hoyu name.  It also represents our founder's desire to grow the company's business through friendship and cooperation.


 
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Our History

1905

Masujiro Mizuno founded Mizuno Kankudo (水野甘苦堂), predecessor to Hoyu, to manufacture and sell home medicine in Japan

1923

Established Hoyu Trading Co., Ltd. (株式会社朋友商会)

Masujiro Mizuno appointed as first president

1959

Kimpei Mizuno appointed as second president

1962

Entered Japanese hair salon industry

Released “Haarel Wave Hair Color”

1964

Changed the company name to HOYU Co., Ltd. (ホーユー株式会社)

1969

Released “Ashley Color Tone” hair color

1987

Released “It’s Love” hair color & hair care series

1997

Opened Hoyu Technical Academy in Nagoya, Japan

Shimpei Mizuno appointed as third president, Kimpei Mizuno becomes chairman of the board

1998

Released “Promaster” hair color

2000

Released “Promaster Pigment” hair color

Released “Promaster Color Care” hair care

2001

Studio established in Tokyo, Japan

2002

Studio established in Osaka, Japan

2003

Established Hoyu America Co., Ltd.

2004

Released “Promaster Toner On” hair color

2005

Studio established in Sendai, Japan

100 year anniversary of Hoyu's founding

2006

Studio established in Fukuoka, Japan

Released “Qualitis” hair color

2007

Released “Serenia” hair color

Released “Glamage” semi-permanent hair color

2008

Hoyu Professional enters U.S. market

Studio established in Los Angeles, CA

Released “Entire Hair Straightener”

Released “Medilook” scalp care

Released “Mallia” hair care

Released “Glamage” semi-permanent hair color

2009

Released “Promaster Color Care LX”

2010

Released “Promaster EX” hair color

2011

Makio Mizuno appointed as fourth president

Released “3210” styling products

2013

Released “Promaster Color Care”                  (Cool / Natury lines)

Released “Promaster EX Select Series” hair color

Released “Promaster G Creyell” hair color

2014

Released “Medilook α” scalp care

Renewed “Promaster Color Care”              (Stylish / Rich / Sweetia lines)

Released “Promaster Powder Bleach”

2016

Released “Promaster Bokashi for Men” hair color

2017

Released “Prostep Hair Care”

 

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