History of the Mandom Group

History of Mandom's "Oyakudachi" spirit

Since Mandom was established back on December 23, 1927, our company has strived to be of benefit to consumers. However, amidst increasing uncertainty around the globe, we decided to review our MISSION, namely our Corporate Philosophy, back in 2017 during the company's 90th anniversary and formulate VISION 2027 to continue being a company needed in society.
At the core of the reformulated MISSION is the concept of being a "human-oriented" company. We have arrived at this concept by revisiting the starting point of our corporate activities, exploring Mandom's reason for existence that our predecessors have built, and adjusting it to the needs of the times. Additionally, we will use the guidelines stipulated in VISION 2027 as the basis for the company we envision to be, and unify our efforts to continue providing products and services that value human sensitivity, while aiming to be a company needed in society. I hope investors will deepen their understanding of Mandom, and kindly ask for your continued support in the future.

Representative Director and President Executive Officer
Ken Nishimura

Establishment of Kintsuru Perfume Corporation & the hit product "Tancho Tique"

Kintsuru Perfume's roots began with the import and sale of French perfume, but later transitioned into the domestic production of imported raw materials. The company inherited the trademark for this high-quality domestically produced perfume called “Kintsuru Perfume,” and so Kintsuru Perfume Corporation was established in 1927.
Afterwards, the company started selling “Tancho Tique” as Japan's first vegetable pomade in 1933. The sweet smell of dignified lavender was accepted well in the market by both men and women alike, and the product7s popularity even spurred the release of knockoffs. Later on, many Tancho products were sold and the Tancho brand established a firm position for itself in the market.

The product's popularity also spread overseas, and Chinese businessmen visiting Japan would take Tancho Tique pomade home with them where the product's reputation became increasingly popular with the locals. Then in 1958, the company expanded its business overseas for the first time and established a technical tie-up company in the Philippines.
The Tancho brand received so much trust from consumers that in 1959 the following year the company changed its name to Tancho Corporation.


ompany launches "Tancho Tique," a product that took the market by storm. The product was supported by many regular users, to the point where many people would name “Tancho Tique” when asked about pomade.

Company changes name from "Tancho Corporation" to "Mandom Corporation"

In the 1960s, overseas manufacturers and major domestic manufacturers entered the men's cosmetics market in Japan. The appearance of these companies caused a shift in the market from conventional oil-based hair styling products such as pomade to alcohol-based liquid hair styling products. However, at that time Mandom was too caught up with its idea of "Tancho Tique" to adjust and adapt with the changing of time, and so the company fell into its first financial crisis.
However, the company later on launched its Mandom series of men's cosmetics which took the market by storm. The company's commercial featuring Hollywood star Charles Bronson was a hit, and the Mandom series' popularity skyrocketed along with the iconic scene of a man patting his chin while saying "Mmm… Mandom." This Mandom boom did not slow down, and in order to solidify the company's image, the company changed its name in 1971 from "Tancho Corporation" to "Mandom Corporation."


Less than 1 month after its launch, the Mandom series of men's cosmetics gained tremendous popularity that immediately swept through the men's cosmetics market.

Laying the foundation of the company after overcoming two financial crises

The company switched from distributors to direct sales in 1978, and accordingly established sales offices across the country and greatly increased its number of employees. As a result, personnel expenses and other costs rose greatly hindering profits. Mandom fell into its second financial crisis which has left its mark on the history of the company.
This second financial crisis refreshed the new upper management team's resolve to not allow this type of crisis to ever happen again, and to build a company where all its employees can work happily in.
With new blood in the company, the average age of upper management was rejuvenated by more than 17 years, but the lack of knowledge and experience was undeniable.
At that moment, the company needed to pool together the wisdom and mental energy of its entire workforce, and so the concept of all employees participating in management was born. This concept lead to the creation of Mandom's Middle-Range Planning. It was during this period when Mandom terminology(*) was created, and when our management structure and employee awareness was improved.
(*Mandom terminology takes the perspective of customers, where customers are not thought of as "shouhisha (consumers)" but rather "seikatsusha (livers)", and where the term "shopping place" is used instead of "sales place," etc.)


Mandom Corporation announced and commenced its first five-year Middle-Range Planning (MP-1) MP Project. The company renovated its management structure and the rebirth of the company was officially started.

History of reborn Mandom's growth

The basic concept of all employees participating in management after the financial crises formed a sense of unity and trust within the company, making Mandom a strong team. As a result, the company's performance started to improve.
Furthermore, the idea of providing "Oyakudachi" to consumers helped Mandom to grow even more through the Consumer-led Lifestyle Value Creation of products (rather than manufacture-led).
In 1985, the company released "Gatsby Styling Foam," the first men's hair styling foam of its kind in the industry. It became a hit product which not only made the Gatsby brand known throughout the world, but also sparked the "foam boom" that followed. In 1989, the company later released its Lúcido lineup of the industry's first fragrance-free cosmetics products. During this time, it was common knowledge that cosmetics contained fragrances since they mask the smell of raw materials used in the products. However, this new line of fragrance-free cosmetics was revolutionary. The Lúcido lineup was accepted by consumers who did not require any fragrances when styling their hair, and this later tied in to the release of the company's Lúcido-L lineup for women.


The company conducted its third round of full-scale renewal of the Gatsby brand. The industry's first hair styling foam became a memorable hit product.

Providing "Oyakudachi" to more consumers

The 1987 release of Pixy Moisture Lipstick in Indonesia was the company's first step into the women's cosmetics market. Today, the Pixy lineup includes products such as foundations and makeup products, and has grown as a total women's cosmetics brand.
In Japan, Mandom carries a strong image of catering only to men's cosmetics, so in an effort to provide "Oyakudachi" to female consumers as well, the company launched its first in-house developed high performance cream for women called "Perfect Assist 24" in 2005.
Later on in 2007, the company released a water-based makeup remover called "Cleansing Express." Cleansing Express was renewed in 2011 under the brand name "Bifesta" and is now sold not only in Japan, but in overseas countries as well.
In this manner, Mandom is providing "Oyakudachi" to both men and women all around the globe.


The company launched its Bifesta Cleansing Water series lineup. This style of cleansing water gained support from consumers which helped to create a new market.

Mandom Group History