Tokiwa Brings 70+ Years of Japanese Cosmetics Expertise to MakeUp in LA: Showcasing Performance-Driven Makeup Solutions and New Hair Innovations

Established OEM/ODM partner Tokiwa showcases next-generation color cosmetics—including silicone-free formulas and hybrid textures—while introducing how that same proven engineering expertise now extends to high-performance hair care solutions.

East Hanover, NJ – Tokiwa Cosmetics International, as part of the Tokiwa Group, will be exhibiting at MakeUp in Los Angeles (“MULA”) at Booth #H22A. Known for over 70 years of precision engineering and performance-driven product development, Tokiwa will showcase its latest advancements in color cosmetics. Furthermore, leveraging this unrivaled expertise in texture and functionality, the company will debut its expansion into the hair category for the US market.

Whether developing a first product launch or scaling an established line, every brand needs formulations that perform. Tokiwa applies the same rigorous standards and technical precision to every partnership—ensuring that indie brands and industry leaders alike have access to solutions that meet real consumer demands.

Performance-Driven Makeup Innovations

Tokiwa remains at the forefront of the industry with formulations that enhance texture, longevity, and ease of use. This year’s key makeup showcases include:

• Liquid Bronzer with Stain: A long-wearing, blendable finish with a built-in stain for all-day radiance and effortless application.
• Silicone-Free Highlighter: A clean, vegan formula delivering lightweight radiance without silicones—ideal for the emerging “clean glam” market.
• Silicone-Free Eyeshadow Stick: A creamy, buildable stick format that addresses both ease of use and cleaner ingredient positioning.
• Angled Cut Liquid Eyeliner: Features an integrated angled brush tip, helping brands deliver crisp wing looks with professional consistency.

Translating Makeup Expertise to Hair Care

Attendees visiting the Tokiwa booth will experience firsthand how the company’s “performance-driven” philosophy—which has set the standard in the makeup category—is now being applied to hair. As the market prioritizes clean formulations and hybrid beauty formats, Tokiwa demonstrates that the same technical precision used to create world-class makeup products can deliver superior texture and wear in hair care.

• Hair Slick Gel: Designed to hold sleek styles and tame flyaways without the stiffness or unnatural texture often found in traditional hair products.
• Powdery Finish Hair Mascara: A tinting format for on-the-go gray coverage, bridging the gap between hair care and cosmetic performance.

“MakeUp in Los Angeles marks an exciting moment for Tokiwa,” said Yukinobu Akita, Tokiwa’s CEO and President. “We’re showcasing breakthrough innovations in color cosmetics that demonstrate how our heritage in mechanical technology and cosmetic science creates solutions consumers can see and feel. And for the first time for our US customers, we’re bringing that same proven expertise to the hair care category.”

About Tokiwa Group

Recently featured in Full Beauty for its history of innovation and global expansion, Tokiwa has evolved from wooden pencils to mechanical pencil technology and has grown as a leading cosmetics OEM/ODM partner. Tokiwa Group offers a comprehensive portfolio across key categories including eye, brow, lips, face, and now hair. The company prides itself on integrating formulation, packaging, and manufacturing to deliver high-quality beauty solutions worldwide.

Contact & Meeting Information

To experience Tokiwa’s innovations at MakeUp in Los Angeles (Booth #H22A), or to book a meeting, please email us at info@tokiwacosmetics.com