Coloring the Day of Your New Departure with the Happy Color of 'Beni' (Rouge)

Our company supports April Dream, an initiative making April 1st a day to broadcast dreams. This press release is the dream of 'Isehan Holdings Co., Ltd.'

Isehan Holdings Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Haruko Sawada) is the last 'beni-ya' (rouge shop) that preserves the rouge-making techniques from the Edo period and continues to make the traditional Japanese lipstick 'Komachi Beni' from safflower petals through a multi-step process.

On the special day when you start walking a new path with your partner, we wish to color a special moment with 'Komachi Beni' to make bridal scenes memorable... having your parents or close friends, who have cherished you, apply rouge—considered a color that wards off evil since ancient times—as the finishing touch to the bride's preparation, and sending her off.

Thoughts Entrusted to Color - Red for Protection The color red, which evokes the sun and flames, has been believed since ancient times to have the power to ward off evil spirits and demons. Even today, the red color of rouge is used in makeup, festive clothes, and as a charm against evil, accompanied by celebratory feelings for important life milestones such as weddings, childbirth, the first shrine visit (Hatsumiya-mairi), Shichi-go-san, and the 60th birthday (Kanreki), with the wish for health and happiness.

◆Weddings and Red In addition to using rouge as makeup, red silk (momi) was used for the lining of wedding dresses and the 'tsunokakushi' (traditional bridal headwear) as proof of an auspicious event. It is said that the red silk also had the meaning of warding off evil. It seems to have carried the wish for the bride to safely reach her new family's home.

◆Prayers for Safe Childbirth and Red A custom of wrapping a sash around the pregnant woman's belly on the Day of the Dog in the 5th month of pregnancy, praying for a safe delivery. At the end of the sash, characters like 'Dog', 'Celebration', or 'Longevity' were written in rouge, modeling after dogs which are believed to have light deliveries.

◆First Shrine Visit (Hatsumiya-mairi) and Red A ritual where, around 30 days after birth, the baby visits a shrine enshrining the local deity (Ubusunagami) or a particularly revered shrine for the first time, to join as a member of the community. Upon visiting, there is a custom called 'Ayatsuko' where characters like 'Large' or 'Small' are written with rouge or ink on the forehead of the baby before receiving divine protection, which still remains in some regions today.

◆Shichi-go-san (Age Celebration) and Red A custom of age celebration where children who have reached certain ages like 3, 5, and 7 are taken to a shrine to give thanks for their safe growth. Girls wore makeup and wore festive clothes like red-dyed garments.

◆60th Birthday (Kanreki) and Red Kanreki is considered a second birth, as the sexagenary cycle completes in 60 years and returns to the birth year. Celebrating by gifting a red vest (chanchanko) or hood has the same meaning of warding off evil as dressing a baby in red newborn clothes.

For Gifts on Important Days Not limited to weddings, but also for entrance/graduation ceremonies, coming-of-age ceremonies, celebrations of employment, recitals, matches, interviews, and important presentations.