Hoyu, a premier hair coloring trend leader, not only enjoys the largest market share in Japan, but is also one of the leading provides of hair coloring in more than 70 countries around the world in Asia, Europe, the Americas, Middle East, Africa, Caribbean and Oceania. As an ambassador of the joys of hair coloring. Hoyu’s slogan “COLOR YOUR HEART” expresses its desire to add color to people’s live through an extensive line- up of hair coloring products. Always keeping one step ahead by analysing the latest market trends. Hoyu has continuously introduced products that have been routinely heralded as “unprecedented”, earning the trust of consumers in Japan and the world over. Not satisfied with simply providing high-quality products, it constantly strives to add new value by carrying out on going R & D and using the latest technology and the mildest ingredients to develop safer, more user-friendly and environmentally friendly products for consumers. As the representative office of the company in Europe, Hoyu Cosmetics Nederland B.V. is aiming to bring Hoyu's most favourite product - Bigen closer to the consumers, and make them feel younger and more beautiful.