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
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.
PROMASTER - Our main color line that was renewed in 2020.
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”
2020
Released “Promaster Hair Color”, a renewed version of “Promaster EX”
2022
Yoshihiro Sasaki inaugurated as 5th president of the company,
Makio Mizuno inaugurated as chairperson of the company.
Prostep Hair Care, our newest hair care line