Kuretake: The Calligraphy Giant Expanding into Cosmetics and Art Supplies
Drawing on decades of experience with bottled ink ( bokuju ) and brush pens, the company has launched a range of innovative products. They include eyeliner brush pens, solid watercolors ( gansai ), and art markers that have earned acclaim both in Japan and abroad.
Kuretake's foray into cosmetics is led by one of its flagship products: eyeliner brush pens. These eyeliners help define the eyes with fine, precise lines, reflecting the company's mastery of brush pen craftsmanship.
The "Okesho Fudepen – For Eyes" line, launched in 2022, showcases Kuretake's proprietary technology in both brush tips and ink formulation. Since eyeliners are applied to the sensitive eye area, the softness of the brush tip is crucial.
As Makiko Kitamura, Deputy Manager of the Technology Development Department, explains:
"Because it's used on skin — not paper — the tip needed to be soft, but not too soft."
To strike this delicate balance, Kuretake adapted the design of its original 1973 brush pen, resulting in a tip that is both gentle and precise. Kuretake's eyeliner product. (Courtesy of Kuretake)
The eyeliner series offers four variations, including a flat brush that allows users to control line thickness with ease. The ink, a pigment-based formula, is water-resistant yet easily removed with makeup remover.
To minimize skin irritation, the ink is free of metals and includes a moisturizing agent. "We built this using the same dye technology behind our 180-color pen lineup," Kitamura notes.
Founded in 1902, Kuretake first made its mark with calligraphy ink. In 1958, it became a pioneer in the industry by selling bottled ink for brush writing. The launch of its brush pens in 1973 brought national recognition.
However, with the rise of digital tools, handwriting — and by extension, calligraphy — has declined. Japan's decreasing births have posed further challenges for traditional industries.
A 2020 survey by the Agency for Cultural Affairs revealed that while 85.2% of people had studied calligraphy in school, nearly 89% no longer practiced it afterward.
"There's no denying calligraphy is in decline," says Eriko Sato, Manager of Overseas Sales. "But Kuretake has always evolved — starting with ink, then brush pens, and now expanding into cosmetics and art."
Kuretake began its overseas expansion in 1964, introducing products such as solid watercolors and markers. In Western countries, where scrapbooking and hand lettering are popular, the company's color pens under its ZIG brand has gained traction in over 80 countries, including across Europe. Kuretake's solid watercolor paint "Gansai Tambi," popular among illustrators, and the cosmetic product "Okesho Fude Pen"
The company officially entered the cosmetics market in 2009, initially through OEM (original equipment manufacturing) for other brands. After the success of its eyeliner products, it launched the "Okesho Fudepen – For Eyebrows" in early 2024.
This pen features an ultra-fine 0.01 mm brush tip that allows users to draw realistic eyebrow hairs with precision. Customer feedback has been enthusiastic:
"The brush is so fine — it's perfect!"
"It's easy to draw with because the brush is so thin."
Although cosmetics have yet to match the profitability of Kuretake's brush pens, Sato sees enormous potential in the category.
Kuretake is also exploring innovations outside the realms of art and cosmetics. One such product is a liquid de-icing agent made primarily from soot. Its black color absorbs light and generates heat, making it highly effective for melting snow.
Unlike powder-based alternatives, this liquid spreads evenly and can even be applied using drones.
With a logo that bears the slogan "Art & Craft Company," Kuretake continues to evolve from its roots in traditional Japanese calligraphy. By harnessing its heritage in ink and brush craftsmanship, the company is forging new paths in the global arenas of art, beauty, and beyond.
( Read the article in Japanese . )
Author: Yasuhiko Hiraoka, The Sankei Shimbun
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