Azuchi-Momoyama Period / Edo Period


Posted as Tokugawa Ieyasu's court physician, Roikkan, a doctor of Chinese medicine and founder of Yanagiya, was gifted a residence in Hamamatsu Castletown. He was put in charge of monitoring the situation on the Chinese mainland and of herbal medicines.


Launched business in Edo Nihonbashi. Manufactured and sold red food coloring, coloring for cheeks, lipstick, face powder and scented oil.


Omi merchant Toike Uhee penetrated Edo and took over Yanagiya's operations.


The shop was destroyed by fire during the Great Ansei Earthquake.

Middle-Late Edo Period

Launched sales of Yanagiya scented oils including effector substances such as fragrant wood and musk, creating the foundation for great success in the future

End of Edo Period

In addition to rouge, face powder, hair oil and pomade, also began handling kimono, alcoholic beverages and soy sauce

Meiji Period


Men all wore cropped hairstyles, but women still wore their hair in an oval chignon "marumage" or "shimada" style. Began handling the conventional children's style "magegata", feathers, paper cord for tying the hair, combs, ornamental hairpins, hair oil, face powder and lipstick and bustled with female shoppers.


Transformed Genjiko no zu Hanachirusato into a design pattern that became a registered trademark (registration no. 369; currently the oldest existing trademark in Japan)

Taisho Period


Invited U.S. engineer Harvard Joyce, launched manufacturing of modern-age cosmetics


In addition to our own products, began handling haberdashery, precious metals and accessories for women.


Reduced to ashes in the Great Kanto Earthquake; established a temporary shop and resumed operations

Showa Period


Established factory in Koishikawa-ku, Tokyo


Store destroyed by fire during World War II; resumed manufacturing at temporary factory; sales structure transitioned to nationwide distributor system


Yanagiya Honten Co., Ltd. established; of the original Toike family's Yanagiya, inherited the cosmetics manufacturing and sales operations; this management foundation remains in place today

Late 1940s - Early 1960s (second and third decades of Showa Period)

Vegan pomade boosted by popularity of Japanese pompadour "regent" hairstyle, maintained top market share among hair dressing products for men until the late 1950s


Taking advantage of the craze over baldness remedies following the war, began sales of Yanagiya hair tonic; achieved top market share


Began construction of new factory to incorporate the latest facilities on a 10,000m² site in Odawara; completed Yanagiya hair tonic factory no. 1, pomade/tique factory; established Osaka Branch as base for Kansai factory


Completed Odawara factory no. 2; launched sales of Yanagiya hair cream


Completed hair cream factory as expansion of Odawara factory no. 3


Established scientific research center incorporating the latest facilities on site of Odawara factory


Established Yanagiya showroom

Heisei Period


Established GMP factory with floor area of 600 tsubos on 3,000 tsubo site in Mitohokubuchuukaku Industrial Park


Relocated headquarters to PREXCEED Building in Bakurocho, Nihonbashi; relocated Odawara factory to Mito; moved research center to Kanagawa Science Park


Established Sapporo Office, Nagoya Office


Took over as sole Japan distributor for German brand 4711


Relocated Osaka Branch to Azuchi-cho


Relocated research center to Takanawa, Minato-ku


Commemorated 400th anniversary of founding