Coloring the New Beginning of a Couple's Special Day with "Red" for Happiness
Isehan Honten Holdings announces its dream of adorning weddings and life's milestones with traditional "Komachi Beni," a Japanese traditional lipstick.
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- 📰 Published: April 1, 2026 at 22:30
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Our company supports April Dream, which aims to make April 1st a day to share dreams. This press release is a dream of "Isehan Honten Holdings Co., Ltd."
Isehan Honten Holdings Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Haruko Sawada) is the last beni (safflower rouge) maker that continues to produce "Komachi Beni," a traditional Japanese lipstick, by preserving the beni-making techniques of the Edo period and going through many processes from safflower petals.
We wish to adorn special bridal scenes with "Komachi Beni" to make them memorable. On the special day when partners embark on a new journey together, we envision the bride being sent off by her parents or close relatives, who have cherished her, by applying beni – a color traditionally believed to ward off evil – as the finishing touch to her preparation.
Thoughts entrusted to color - The protective red -
Red, reminiscent of the sun and flames, has been believed since ancient times to have the power to ward off evil spirits and demons.
Even today, the color red of beni is used in makeup, festive attire, and as a charm to celebrate important milestones in life such as weddings, childbirth, Hatsumiyamairi (first shrine visit), Shichi-Go-San (children's festival), and Kanreki (60th birthday), with the wish for health and happiness.
◆ Weddings and Red
In addition to beni as makeup, momi (crimson silk lining) was used for wedding attire and the lining of the "tsunokakushi" (a traditional bridal headpiece) as a symbol of good fortune. Momi was also said to have the meaning of warding off evil. It seems to have embodied the wish for the bride to safely reach her new home.
◆ Prayers for Safe Childbirth and Red
A custom to wrap a sash around a pregnant woman's abdomen on the Day of the Dog in the fifth month of pregnancy, praying for a safe delivery. On the end of the sash, characters such as "戌 (dog)," "祝 (celebration)," or "寿 (longevity)" were written in beni, in hopes of an easy birth, like a dog's.
◆ Hatsumiyamairi (First Shrine Visit) and Red
A ceremony held around 30 days after birth, where the baby is taken to a shrine dedicated to the local guardian deity (ubusunagami) or a particularly revered shrine for the first time, to be welcomed as a member of the community. During the visit, there is a custom called "Ayatsuko," which still remains in some regions, where characters such as "大 (large)" or "小 (small)" are written in beni or ink on the baby's forehead before receiving divine protection.
Hatsumiyamairi
◆ Shichi-Go-San (Children's Festival) and Red
A custom of celebrating children's growth by visiting a shrine when they reach certain ages (3, 5, and 7). Girls would wear makeup and festive attire dyed with beni.
◆ Kanreki (60th Birthday) and Red
Kanreki marks the completion of a 60-year cycle of the Chinese zodiac, returning to the birth year, and is positioned as a second birth. Celebrating with a gift of a red "chanchanko" (padded vest) or hood has the same meaning of warding off evil as dressing a baby in red swaddling clothes.
A gift for important days
Not limited to weddings, Isehan Beni supports you with "Komachi Beni" to make even your everyday challenges, such as entrance/graduation ceremonies, Coming-of-Age Day, job celebration days, recitals, competitions, interviews, important presentations, and confession days, into special occasions.
Komachi Beni Sakura
"Komachi Beni" can be purchased at the Beni Museum, Isehan Beni Online Shop, or via telephone order.
Click here to order from the online shop
We also offer beautiful wrapping with safflower-patterned embossing and gift sets.
■ Features of Komachi Beni
◇ Komachi Beni is a 100% natural cosmetic made from red pigment derived from safflower.
◇ Its enchanting iridescent glow is a testament to high-quality beni. The moment it is dissolved in water, it transforms into its original vibrant crimson color.
◇ It develops a natural shade that reflects each person's lip and skin color. It can be used not only on the lips but also on the cheeks and eyes.
◇ It feels light and smooth upon application.
■ Beni Museum
The Beni Museum (Minami-Aoyama, Minato-ku, Tokyo), operated by Isehan Honten Holdings, introduces the history and culture of beni-making and cosmetics.
Free Komachi Beni makeup experience available
In the communication room within the museum, anyone can easily try "Komachi Beni" for free. Please enjoy the beautiful shades of beni by applying it to your lips or testing its color on the back of your hand.
K's Minami-Aoyama Building 1F, 6-6-20 Minami-Aoyama, Minato-ku, Tokyo
Opening hours: 10:00 - 17:00 (Last admission 16:30)
Admission fee: Free
Closed: Sundays, Mondays, Company Anniversary (July 7), New Year holidays
Click here for details on the Beni Museum
■ Isehan Honten Holdings Co., Ltd. Honbeni Business Division
Since its establishment in 1825 (Bunsei 8), we have continued to produce "Komachi Beni," a lipstick that shines with an iridescent glow, using inherited manufacturing methods.
K's Minami-Aoyama Building 2F, 6-6-20 Minami-Aoyama, Minato-ku, Tokyo
Phone number: 03-5774-0296 (Weekdays: 10:00 - 17:00)
Click here for more information on Komachi Beni and Isehan
Isehan Honten Holdings Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Haruko Sawada) is the last beni (safflower rouge) maker that continues to produce "Komachi Beni," a traditional Japanese lipstick, by preserving the beni-making techniques of the Edo period and going through many processes from safflower petals.
We wish to adorn special bridal scenes with "Komachi Beni" to make them memorable. On the special day when partners embark on a new journey together, we envision the bride being sent off by her parents or close relatives, who have cherished her, by applying beni – a color traditionally believed to ward off evil – as the finishing touch to her preparation.
Thoughts entrusted to color - The protective red -
Red, reminiscent of the sun and flames, has been believed since ancient times to have the power to ward off evil spirits and demons.
Even today, the color red of beni is used in makeup, festive attire, and as a charm to celebrate important milestones in life such as weddings, childbirth, Hatsumiyamairi (first shrine visit), Shichi-Go-San (children's festival), and Kanreki (60th birthday), with the wish for health and happiness.
◆ Weddings and Red
In addition to beni as makeup, momi (crimson silk lining) was used for wedding attire and the lining of the "tsunokakushi" (a traditional bridal headpiece) as a symbol of good fortune. Momi was also said to have the meaning of warding off evil. It seems to have embodied the wish for the bride to safely reach her new home.
◆ Prayers for Safe Childbirth and Red
A custom to wrap a sash around a pregnant woman's abdomen on the Day of the Dog in the fifth month of pregnancy, praying for a safe delivery. On the end of the sash, characters such as "戌 (dog)," "祝 (celebration)," or "寿 (longevity)" were written in beni, in hopes of an easy birth, like a dog's.
◆ Hatsumiyamairi (First Shrine Visit) and Red
A ceremony held around 30 days after birth, where the baby is taken to a shrine dedicated to the local guardian deity (ubusunagami) or a particularly revered shrine for the first time, to be welcomed as a member of the community. During the visit, there is a custom called "Ayatsuko," which still remains in some regions, where characters such as "大 (large)" or "小 (small)" are written in beni or ink on the baby's forehead before receiving divine protection.
Hatsumiyamairi
◆ Shichi-Go-San (Children's Festival) and Red
A custom of celebrating children's growth by visiting a shrine when they reach certain ages (3, 5, and 7). Girls would wear makeup and festive attire dyed with beni.
◆ Kanreki (60th Birthday) and Red
Kanreki marks the completion of a 60-year cycle of the Chinese zodiac, returning to the birth year, and is positioned as a second birth. Celebrating with a gift of a red "chanchanko" (padded vest) or hood has the same meaning of warding off evil as dressing a baby in red swaddling clothes.
A gift for important days
Not limited to weddings, Isehan Beni supports you with "Komachi Beni" to make even your everyday challenges, such as entrance/graduation ceremonies, Coming-of-Age Day, job celebration days, recitals, competitions, interviews, important presentations, and confession days, into special occasions.
Komachi Beni Sakura
"Komachi Beni" can be purchased at the Beni Museum, Isehan Beni Online Shop, or via telephone order.
Click here to order from the online shop
We also offer beautiful wrapping with safflower-patterned embossing and gift sets.
■ Features of Komachi Beni
◇ Komachi Beni is a 100% natural cosmetic made from red pigment derived from safflower.
◇ Its enchanting iridescent glow is a testament to high-quality beni. The moment it is dissolved in water, it transforms into its original vibrant crimson color.
◇ It develops a natural shade that reflects each person's lip and skin color. It can be used not only on the lips but also on the cheeks and eyes.
◇ It feels light and smooth upon application.
■ Beni Museum
The Beni Museum (Minami-Aoyama, Minato-ku, Tokyo), operated by Isehan Honten Holdings, introduces the history and culture of beni-making and cosmetics.
Free Komachi Beni makeup experience available
In the communication room within the museum, anyone can easily try "Komachi Beni" for free. Please enjoy the beautiful shades of beni by applying it to your lips or testing its color on the back of your hand.
K's Minami-Aoyama Building 1F, 6-6-20 Minami-Aoyama, Minato-ku, Tokyo
Opening hours: 10:00 - 17:00 (Last admission 16:30)
Admission fee: Free
Closed: Sundays, Mondays, Company Anniversary (July 7), New Year holidays
Click here for details on the Beni Museum
■ Isehan Honten Holdings Co., Ltd. Honbeni Business Division
Since its establishment in 1825 (Bunsei 8), we have continued to produce "Komachi Beni," a lipstick that shines with an iridescent glow, using inherited manufacturing methods.
K's Minami-Aoyama Building 2F, 6-6-20 Minami-Aoyama, Minato-ku, Tokyo
Phone number: 03-5774-0296 (Weekdays: 10:00 - 17:00)
Click here for more information on Komachi Beni and Isehan
FAQ
What kind of product is "Komachi Beni"?
It's a lipstick made from 100% natural safflower-derived ingredients. When dissolved in water, it transforms into a vibrant crimson, offering a natural color that adapts to your lips and skin. It also carries the meaning of warding off evil.
What is the "Beni-sashi no Gi" ceremony?
It's a wedding ceremony where the bride's parents or close relatives apply rouge as the final touch to her preparation. The beni, traditionally believed to ward off evil, celebrates the couple's new beginning.
What can I do at the "Beni Museum"?
It's a museum where you can learn about the history and culture of beni-making and cosmetics. You can try "Komachi Beni" for free and enjoy its beautiful shades.