CHIFURE

They have created "reasonably priced cosmetics for everyone" and first released the CHIFURE 100 yen cosmetics lineup in 1962. They prioritize usefulness rather than easy production and content over appearance. With this central idea, they are always trying to reflect the needs, ways of use, and budget of their customers onto their products. The brand was credited with award from the Ministry of Trade and Industry for its effort to stand in the consumer's point of view and providing affordable cosmetics with detailed labeling of its contents while reducing unnecessary packaging and advertisement.