The long-established store revealing the recipe and appeal of the traditional Japanese rouge, “Beni.”

“Isehan Honten” is the only rouge shop in Japan that manufactures and sells traditional Japanese rouge, “Beni.” Established in 2005 on Minami-Aoyama’s curio street as a space to disseminate the appeal of Beni both inside and outside of Japan, the former historical museum underwent a major renewal in November of this year to become the “Beni Museum”.

Only the seventh generation head and two craftsmen have mastered the manufacturing method of this rouge, which has been handed down only by oral tradition since the Edo period. At the renovated Beni Museum, videos show some of the manufacturing processes that have never before been made public. In addition, the elaborate diorama models and panels that trace the history of makeup from ancient times to the modern era, centered on the Edo period, are full of interesting content that can be enjoyed by anyone regardless of age or gender.

※Excepted from December 15th issue of “PEN”