Hidan: Leader in cosmetic containers takes action for the future

Manufacturing a large majority of Shiseido's lipstick containers, Hidan aims to reach new heights in order to suit developing market needs.

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"Name any major cosmetics company and there is a good chance that we deliver to them."

First established more than 70 years ago, Hidan is a cosmetic container manufacturer with an established international presence whose products are available not only in Japan and Asia, but also Europe and the United States.

Something of an industry pioneer, the company was one of production site in China in the competition in Japan. Company president Hideo Mat-sunuma looks back on the decision in the following terms: “Our strategy was to lower the overall price of our products in order to meet global costs by localizing production sites in China, where labor costs are lower, and thus expand our business worldwide." While Mr. Mat-sunuma admits it hasn't always been plain sailing, Japan's rapidly shrinking population and deepening labor crisis means setting up a Chinese base has proved an increasingly shrewd move.