“I would like to thank you very much for your continued patronage of our store”, Kao-brand “Hoka Sweet” hair care products advertising postcard, 1917. The word “Albumen”, seen on the far left toiletries’ label, refers to the protein mixture derived from egg white often used at the time as a key ingredient in most all hair and skin care products around the world.
See also:
“Modern Shampoo” advertising postcard, c. 1935.
“Club Washing Powder” advertising postcards, c. 1910.
Kao Corporation, one of Japan’s most prominent companies in beauty and personal care products, has a history that spans over a century.
Founded in 1887 by Toshio Kao under the name Nihon Yuki [Japan Organics] Company, the company began as a small business producing high-quality soaps for the Japanese market. At that time, Western-style soap was a relatively new product in Japan, and Kao’s founder saw an opportunity to create affordable, locally made soap that would meet the needs of Japan’s growing urban population.
The name ‘Kao’ (‘face’ in Japanese) was chosen to reflect the company’s focus on products that contribute to beauty and cleanliness. Kao’s first product was called Kao Sekken (Kao Soap). It became popular enough for Kao to gain the competitive edge in the growing domestic market for formulated soaps.
Over time, the company expanded its personal care products line to include shampoo, toothpaste, and other toiletries, becoming staple goods seen in every Japanese household.