About Hoyu

HOYU, A PREMIER HAIR COLORING COMPANY, has not only earned the largest market share in Japan, but is also one of the leading providers of hair color and hair care products in more than 70 countries. As an ambassador of the joys of hair coloring, Hoyu’s slogan “COLOR YOUR HEART” expresses our desire to add dimension to people’s lives through an extensive line of innovative hair color and hair care products. With a strong business background and an unending passion for coloring and caring for hair, Hoyu marked its 110th anniversary in February 2015.

Determined to stay ahead of the latest trends, Hoyu has continually introduced products that have been heralded as unprecedented in its field. In addition to providing high quality products, we strive to lead the way by setting high standards for ourselves and utilizing cutting-edge technology to develop more user-friendly products.

Bigen Permanent Powder Boxes

Permanent Powder
Hair Color

Beautiful, lasting results
with 100% gray coverage

Bigen Semi-Permanent Bottles

Semi-Permanent
Hair Color

Long-lasting color without
ammonia or peroxide

Bigen Haircare Products

Easy
Color

Natural looking, stain free
hair color in only 10 minutes