SOYO

Crafted with an uncompromising commitment to quality, SOYO brushes are authentic Kumano fude—traditional Japanese makeup brushes handcrafted in Kumano, Aki District, Hiroshima.

Each brush is individually crafted by skilled artisans using time-honored techniques and years of expertise. This meticulous craftsmanship delivers an exceptionally smooth application that sets SOYO apart.

Born from the hands of master craftspeople, SOYO brushes elevate your daily makeup routine into a truly special ritual, helping you achieve a flawless, professional finish every time.

Experience the extraordinary comfort and perfection of SOYO brushes for yourself.

Hiro Odagiri is a celebrated hair and makeup artist loved not only for his exceptional talent, but also for his infectious and charming personality. He is so widely popular that virtually every beauty enthusiast knows who he is—and watching his YouTube videos has become a part of my daily routine, too!

"SOYO" is the very first brand produced by Hiro Odagiri.

At first, you might think the name simply comes from his signature catchphrase, "Soyo~" (meaning "That's right!"), but it actually carries a deeper double meaning: "Soyo" (素養), which translates to essential qualities or inner foundation.

The brand name reflects his belief that everyone possesses diverse inner elements, and by highlighting them, each person’s unique charm and individuality can truly shine.