Japanese makeup brush manufacturers are world-renowned for the exquisite craftsmanship, top-quality materials and centuries-old craftsman tradition, and have unshakable position in the field of high-end animal hair makeup brushes. This article is an analysis of the current status of Japanese makeup brush industry,for your reference during OEM makeup brushes or customize makeup brushes:
►Core Characteristics
1.Craftsman spirit and handcraft inheritance
Family workshop model::
Hiroshima Prefecture Kumano Town (known as the "Brush hometown") gathers century-old shops such as Hakuhodo and Chikuhodo. The bristle sorting, bristle planting and trimming are all done by hand, and the craftsman training cycle is more than 10 years.
Craftsman signature system::
Some high-end makeup brushes (such as the Chikuhodo Z series) are made and signed by specific craftsmen, giving the products collection value.
2. Top-quality animal hair raw materials
Squirrel Hair:
Japan has mastered the world's best squirrel hair grading technology, and the top-quality "red squirrel hair" brushes cost more than $500 (such as the Chikuhodo Z-1 loose powder brush).
Blended hair technology:
Mix squirrel hair, goat hair, and pony hair in proportion (such as the Hakuhodo J series) to balance powder holding power and softness.
3. Refined product line
By function::
Eyeshadow brushes alone are divided into more than ten models such as "priming, smudge, and details" (such as Hakuhodo B series), suitable for different eye shapes and makeup styles.
Customized service::
Supports brush handle engraving and hair volume adjustment (such as Koyudo customer customization).
►Main production clusters and representative enterprises
1. Kumano Town, Hiroshima Prefecture (industrial center)
Industrial status::
The core production area of high-end makeup brushes in the world, accounting for more than 80% of Japanese makeup brush production, with more than 200 makeup brush workshops.
Representative enterprises::
Hakuhodo: Founded in 1918, a royal brand, representative product S100 series.
Chikuhodo: Famous for its squirrel hair brushes, the Z series is called "Hermes in brushes".
Koyudo:Koyudo: Innovative mixed hair technology (such as goat hair + fox hair), representative product "Red Squirrel Hair Loose Powder Brush".
2. Tokyo-Osaka Design Center
Brand operation::
The brush lines of beauty brands such as Shiseido and SUQQU are manufactured by Kumano Town, and the designs focus on practicality (such as the SUQQU L eyeshadow brush).
►Technical level and production mode
1. Handcrafted ceiling
Hair sorting technology::
Craftsmen manually select the hair peaks to ensure that each bristle is in the same direction (e.g.,Chikuhodo Craftsman takes 3 hours to sort the gray squirrel hair ).
Hair planting density control::
Precise distribution of hair volume is achieved by adjusting the diameter of the copper cup molds (e.g., Hakuhodo B004 eyeshadow brush).
2. Try semi-automation
Mechanical assistance::
CNC equipment is introduced into some process (such as brush handle carving and brush head pre-trimming), but the core process still relies on manual work.
Production capacity limitation::
The monthly production capacity of top workshops is only hundreds of pieces (such as the Chikuhodo Z series), and the mass line (such as the Hakuhodo basic model) can reach tens of thousands of pieces.
►Supporting chain
1. Raw material supply
Goat hair:
Squirrel hair: Imported from Russia and Northern Europe, graded and processed locally.
Goat hair: Cooperate with Merino Ranch in Australia to customize XGF goat hair.
Brush handle::
Traditional craftsmanship such as lacquer handle (Wajima lacquer), ebony, etc. are integrated with modern design.
2. Tools and Equipment
Customized tools:
Tools such as the bristle-planted copper cup mold and the bristle comb are hand-forged by local craftsmen (such as the "Brush Tool Shop" in Kumano Town).
►Market positioning and competitive strategy
1. Price Tiers
Entry level ($50-150):
Hakuhodo Basic series, Koyudo BP series, goat hair + synthetic hair mix.
High-end ($200-800)::
Chikuhodo Z series, Hakuhodo S series, pure gray squirrel hair/red squirrel hair.
Collector level ($1000+)::
Limited edition (such as Chikuhodo + Mitsukoshi Isetan joint brush), antique brush restoration.
2. Sales Channels
Domestic market::
High-end department stores (such as Isetan Mitsukoshi), brand-owned stores (Hakuhodo Nagoya flagship store).
International market:
Sold to Europe and the United States through platforms such as Beautylish and Visage USA, and penetrated China through purchasing agents/cross-border e-commerce.
►Challenges and Trends
1. Main Challenges
Craftsman inheritance crisis:
Lack of young craftsmen. The average age of craftsmen in Kumano Town is over 55 years old, and the technology inheritance is facing a crisis.
Cost pressure::
Handmade brushes are expensive (the cost of gray squirrel brushes is about 5 times that of similar Chinese brushes), and the market share is squeezed by Korean synthetic brushes.
Animal protection controversy:
Organizations such as PETA protest against animal hair collection, pushing brands to develop bionic hair (such as Hakuhodo's G-series synthetic brushes).
2. Trends
Material innovation:
Development of "artificial gray squirrel hair" (Toray cooperates with ultra-fine polyester fiber), which retains the touch and conforms to the vegan trend.
Cultural output:
Attract beauty lovers to Kumano Town through the "brush making experience tour" to create industrial IP.
Niche customization:
For professional makeup artists, a full customization service of "brush type + hair quality + handle material" is launched (such as Koyudo workshop customization).
►VS Chinese makeup brush manufacturers and South Korean manufacturers
| Japan | China | South Korea |
Core Competencies | Top-quality animal hair craftsmanship and artisan handicrafts | Full industry chain, large-scale production | Synthetic hair innovation, creative design |
Price | Highest ( squirrel hair Brush Dominant) | Lowest (popular synthetic brush) | Mid-to-high end (patent design premium) |
Lead Time | Long (mainly handmade) | Short (high automation rate) | Medium (semi-automated + manual) |
International market share | High-end market>60% | Low-end and mid-end market>70% | Mid-range market>40% (design advantage) |
Core Shortcomings | Limited production capacity and extremely high costs | Lack of original design | Animal hair is imported |
►Summary and suggestions
Irreplaceability:
Japanese makeup brushes still have no competitors in the field of top-grade animal hair brushes, and are suitable for professional users/collectors who pursue the ultimate makeup effect.
Cooperation suggestions:
High-end brand collaborations (such as Chikuhodo× SUQQU) can increase premium capabilities.
Entry-level product lines can be outsourced to Chinese OEM factories (such as some basic models of Hakuhodo are manufactured by Hebei makeup brush manufacturers) to reduce costs.
Risks
The Japanese supply chain has a long delivery cycle (usually 3-6 months) and a low minimum order quantity (even 1pcs customization is accepted for high-end lines), which is not suitable for fast-moving consumer goods needs.
If you need art-grade makeup brushes or professional makeup artist tools, Japan is still the only choice; but for the mass market, the supply chains in China, Japan and South Korea need to be integrated in layers.