Color cosmetics maker Tokiwa Corp. sets up manufacturing in US

By Deanna Utroske

- Last updated on GMT

Tokiwa Corp. manufacturing facility photo (courtesy of the company)
Tokiwa Corp. manufacturing facility photo (courtesy of the company)
Late last year, the contract manufacturer announced plans to renovate, equip, and open a first US facility to manufacture Japanese color products in the States. Tokiwa is investing over $30 million dollars in the New Jersey manufacturing site, which is a significant step in the company’s global expansion.

The family-owned Japanese cosmetics maker has been in business since 1948, providing turnkey production to makeup brands using original Tokiwa formulations and patented components.

Currently Tokiwa manufactures pencils, powders, complexion products, and other color cosmetics in Japan, in China, and in the Philippines. But the company isn’t entirely new to this region. Tokiwa has a sales office in New York State, as well as in Tokyo, Japan; Shanghai, China; and Paris, France.

“This new US facility will allow for our continued growth and expansion internationally,” ​notes Tokiwa CEO Naoyuki Soga (who goes by Jeff), in a company media release about the new facility.

We are poised,” ​he says, “to better meet and serve the needs and expectations of our US and European based customers by providing real-time responses, increased speed to market, reduced expenses/costs and face-to-face dialog and collaboration. Plus, it will allow us to reach new customers, with our US-made products.”

The products

The new Tokiwa manufacturing facility is on track to open in Monroe Township, New Jersey, in the second quarter of this year.

The company has a 153,000sq foot building on a 12-acre lot that will be soon be producing typical color cosmetics as well as OTC and SPF beauty and personal care items too. Much of what Tokiwa will manufacture in the US will mirror what the company makes in Japan: mechanical pencil products for eyes, brows, and lips; lipsticks and lip glosses; pressed, loose, and cream powders; a variety of eyeliner formats, and mascaras, for instance.

“The manufacturing operation will be supported with brand new production machines and equipment, designed and built in Japan, USA, Italy and elsewhere,”​ according to the media release.

Beyond production, the new facility will also offer R&D lab services and be “staffed with both Japanese and locally based formulators and chemists.”

The people

In New Jersey, Tokiwa VP of operations Robert Congionti will serve as director of the new manufacturing facility. Having been with the company nearly 2 years now, Congionti has additional beauty industry experience with Intercos, Arcade Beauty, and Aphena Health & Beauty.

“This will be a first class manufacturing facility, raising the bar on quality, service and efficient cosmetic manufacturing in the US,” ​believes Congionti. “By utilizing the latest technologies to produce the highest quality products with the right people and the right processes in place, it will be very impressive.”

“Our team's objective,” ​he explains “is to deliver Japanese quality and standards at a competitive price for all our customers through our strategic global partners and alliances, through our investments in technology, and most important, through our well trained, dedicated and experienced staff.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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