From Ginza - Pursuing New Forms of Feminine Beauty for 120 Years.

For well over a century, Hatsuko Endo has explored and expanded the realm of women's beauty in Japan, ever constant in their mission to make Japanese women gorgeously radiant from the very depths of their existence.

Hatsuko Endo began in 1905 when the brand opened its doors in Ginza, Tokyo as Japan's first modern beauty salon. It quickly became an icon in the nation's budding beauty industry by pioneering the concept and method of 'facial beautification.'

For over a century Hatsuko Endo has supported the modern Japanese woman in her quest for beauty. The brand has become renowned for creating wedding dresses and providing luxury gown rentals. They have proffered state-of-the-art beauty procedures including facial aesthetic methods that bring out natural skin glow, hair and makeup techniques to draw out individuality and newly customized ways of kimono styling. Hatsuko Endo brought all these and more to Japanese women.

Now and for the past 120 years, Hatsuko Endo has pursued a holistic feminine beauty that radiates from within and captivates the world. By continuously refining aesthetics and modernizing techniques, Hatsuko Endo has marched in perfect step with each era. At the same time, the brand has stayed true to their founding heritage defined by tradition and sincerity to customers. As a top-tier brand in Japan's formidable beauty industry, Hatsuko Endo's mission is and will always be, to bring new forms of beauty to Japanese women.