History

1970s

In the 1970s, perms were the most popular hairstyle among women, but the process damaged the hair. Our founding CEO, Akira Fukui, established MoltoBene to provide hair care products for salons to keep permed hair beautiful and healthy. The products leapt to fame after an overwhelmingly positive response from stylists and their customers.
The popularity of clinic perms and treatments resulting in a growth in the market for low irritation hair dye. MoltoBene launched products to meet this demand and trained stylists who were skilled enough to use the products, earning a high degree of trust in our salon products.

1975

MoltoBene Inc. incorporated

1977

New Bon Nature Clinic Perm

New Bon Nature Clinic Perm
Stylists were amazed by our new perm agent that was gentle on hair.

1980s

In the late 1980s, we entered the market for consumer products, using the technology we had amassed for our salon products. By carefully assessing the needs of consumers, we succeeded in developing products with a high level of added value. Our products were a big hit and enjoyed many years of success.

1985

Meglio Glossy

Meglio Glossy
Meglio Glossy was a major hit that led to the expansion of our company.
Bon Cosmetics Inc. (now MBL Inc) established
1987

MoltoBene Public Cosmetics Inc. (now Bene Cosmetics, Inc.) established
Entered consumer market

Meglio Color

Meglio Color
In addition to four lines of dye products to suit various hair types and a wide variety of customer needs, a wide range of hair care products were also released under this brand.
1989

Fit Color

Fit Color
This product line was designed to cause minimal irritation and provide hair dyes suitable for Japanese women's hair. It was such a hit that a seminar several days long was held at salons to teach stylists how to use the products.

1990s

Throughout the 1990s, we launched new brands, completed our new factory and expanded into overseas markets.

1990

Kodama factory completed

1994

Headquarters moved to current location for expansion of our operations

1996

Clay Esthe Pack

Clay Esthe Pack
The concept of "head spa" products - products designed to keep the scalp healthy as well as keeping the hair looking beautiful - became increasingly popular, and the market for such products expanded accordingly.
1997

Expanded overseas

Bene Crystal

Bene Crystal
Contains horse oil for shiny hair. With horse oil said to be used by supermodels, this product became a major hit.
1998

Pure Natural

Pure Natural
A natural, additive-free hair care product that is gentle on the hair and scalp. This became a long-selling brand in the market for natural hair care products due to increasing recognition of the needs of consumers with sensitive skin or dermatitis.

2000s

MoltoBene International Ltd. established in Hong Kong in 2012. This led to even greater expansion into the international market.

2001

Toshihiro Fukui appointed as our current CEO

2002

Voce

Voce
A styling product allowing a variety of fresh styles for the new generation. The product makes use of the properties of natural materials for healthy hair.
2004

Pregiano

Pregiano
A low alkaline, low irritation hair dye product. It was well received by consumers dyeing grey hair for the first time.

Saitama Office (now R&D Center) established to improve our research and development operations

2006

Divided into multiple companies

Bene Cosmetics, Inc. established

MBL Inc established

2008

Bene Premium Crystal

Bene Premium Crystal
Designed to produce effects that could be felt immediately and leave the hair smelling of roses, this product was well received for its top-notch finish and fragrance of damask roses. It became Bene Cosmetics' biggest hit due to the buzz generated by word of mouth and blogs.
2009

KEYS

KEYS
Our KEYS series of hair products was launched to keep hair frizz-free right down to the ends by locking in moisture.

Loretta

Loretta
Loretta was launched as a styling product for discerning female consumers.
It attracted attention for its innovative packaging design.
2010

MoltoBene Vietnam Co. Ltd. established

ADEIRO

ADEIRO
ADEIRO was launched to provide makeup-style hair dye products in a variety of colors that suit Japanese complexions.

Moe Moe

Moe Moe
A spa treatment product providing head spa treatment and system treatment at once. It attracted attention for its concept incorporating Hawaiian energy.
2011

Taiwan MoltoBene established

LIB JAPAN Inc. established

Bouquest

Bouquest
A 100% silicone-free organic hair care brand.
LIB JAPAN's first brand, this brand was rolled out with new distribution and promotion strategies.

La Visui

La Visui
A silicone-free organic hair care series with natural components and water from the Alps, carefully developed by LIB JAPAN.

LASHE

LASHE
A perming and curling series that maintains the intended style and keeps hair manageable while preventing stiffness and odour.
2012

Saitama factory completed (moved)

MoltoBene International Ltd. established (overseas headquarters)

CHESS

CHESS
chess was launched as a new hair care series combining the benefits of organic products and advanced technology.

Bene Premium Bluria

Bene Premium Bluria
This major hit product is a silicone-free series with natural components from Europe and five types of rose extract to nourish the scalp and keep the hair looking beautiful.
2013

MoltoBene Professional Inc. established

MoltoBene Trading (Shanghai) Ltd. established

HaHaLife

HaHaLife
A straightening product for soft, natural-looking straight hair that everybody will want.

Deep Layer

Deep Layer
This product rebuilds severely damaged hair from the inside with a reactive repair agent, moisturises the hair and creates a water-repelling coating. The effects of the five-layer rebuilding system can be seen even after the treatment.

Honeyce'

Honeyce'
Honeyce' is a silicone-free series containing eight carefully-selected honey extracts from around the world.
2014

Loretta devil

Loretta devil
Loretta 's first brand of styling products for men.

Loretta Himitsu no Niwa

Loretta Himitsu no Niwa
The first organic cosmetics line for salons, developed as a new step for Loretta as a total cosmetics brand.

Applino

Applino
Applinois a new, 100% fruit-based organic hair care brand that will make users feel like they are washing their hair in apples.
2015

Moe Moe Premium

Moe Moe Premium
Moe Moe, our spa treatment brand launched in 2010, has been revamped as a total beauty brand.

Moe Moe Maulea

Moe Moe Maulea
The Moe Moe brand's first facial care series.

Honeyce' body wash Series

Honeyce' body wash Series
The Honeyce' line's first body wash products.

Applino facial cleansing Series

Applino facial cleansing Series
A new hybrid skincare series from Applino with an AHA component.

Company name changed from "MoltoBene Inc." to "beauty experience Inc."