INTELLECTUAL PROPERTY RIGHTS

At Houri, we believe that base makeup is an expression of one's inner self.

We believe cosmetics should be natural.

For all desires arise naturally from the heart,

This is because technological advances alone cannot fill the inner "dissatisfaction."

We create tools that satisfy the "beautification" of the skin,

Find the balance between your mind and body that suits you from within.

By "reconstructing" the conventional wisdom of foundation,

We aim to be the "innovators" that bring a new foundation experience to Asian skin.

FUNNY ELVES

"Don't look outside, look within"
There are no standard answers in life.
That is why we long for greater possibilities for self-formation. Standardized perfection, which is based on the "essence" of each individual, is a "trap."

The skin is another mirror in which we see ourselves.
Simply copying standardized material cannot fully satisfy the mind and body.

The correct foundation for any "inner exploration"
is born from.
Don't look outside.
Look within.

FUNNY ELVES

Kikuko

The founder of Funny Elves studied at the Central Academy of Fine Arts, during which he was involved in the management of over 10 imported brands, helping to make many of the cosmetics brands popular on the market.

After graduating, Kikuko's passion for art led her to study pottery in Jingdezhen, before deciding to devote her life to the beauty industry.

Houri's first product, Focus Powder, was launched in 2020 and achieved revenue of 500 million yen within two years.

It was the first cosmetics brand in China to receive investment from a listed company, and by 2023 it had grown to over 1 billion in revenue, making Fangli a top makeup brand.