Why a Tombstone Manufacturer Created the Genderless Cosmetics Brand 'BOTCHAN'

In the world of men's cosmetics, where calm colors and simple designs are common, the cosmetics brand 'BOTCHAN' stands out with its vibrant packaging design. The masterminds behind this brand are siblings from And Cosme Co. Ltd. whose family business is tombstone manufacturing. We sat down with executive director, Aiko Kato, to find out why they ventured into the largely unrelated industry of men's cosmetics and what messages they aim to communicate through their products.

Why a Tombstone Manufacturer Entered the Cosmetics Industry

The men's cosmetics market in Japan 7-8 years ago was not as vast as it is today. It was primarily composed of hair and scalp care products like shampoo and treatments, along with styling products like wax and sprays. However, And Cosme took on the challenge as an outsider and started offering skincare cosmetics with the concept of caring for men's skin. This became the foundation of their BOTCHAN brand.

"The BOTCHAN project was started in 2016 by myself and my brother. Our family business was immersed in traditional services like cemeteries and tombstones, which had deep-rooted customs and rituals. Determined to not be bound by these traditions, we wanted to start a new business where we could bring our own ideas to the forefront. This was the motivation behind starting this project.