Natural, No-Fuss Hair Colour: How Hoyu Is Helping Men Take Control of Grey Hair Without Mess

There was a time when grooming for men was considered taboo, reserved only for the royals, actors, rock stars, or those brave enough to weather a salon chair. But times have changed since then. Nowadays, hair care and skincare routines have been embraced, and hair dyeing is part of their grooming routine, especially when it comes to covering grey. Not for dramatic transformation or loud reinvention but for subtle rejuvenation; they want to look refreshed, not fake. And most importantly, they want the convenience to do it themselves without the mess.

That is why Hoyu, a Japanese hair dye powerhouse with over a century of heritage, has quietly but steadily acquired a presence in homes across Europe. Best known globally for its sub-brand Bigen, Hoyu is making a mark by solving a very specific problem: discreet, natural-looking grey coverage that doesn’t drip or require a full-blown salon appointment. For today’s busy man or anyone with just a few greys creeping in, Hoyu’s innovative at-home solutions are a game changer.

A Century of Colouring Confidence

Founded in 1905 by Masujiro Mizuno, Hoyu started not as a ‘statement’ company but with the seriousness of science, rooted in pharmaceuticals and an early commitment to safe hair dye innovation. Mizuno’s original powdered formula, designed for excellent grey coverage without damaging the hair, laid the foundation for what would become one of Japan’s leading hair colour companies—now boasting a great amount of market share in Japan and operations in more than 70 countries.

The brand’s very name, Bigen, means ‘origin of beauty.’ That philosophy has never wavered. Whether it’s the original non-bleach powder or the modern, creamy formulations, Hoyu products have always championed quality, safety, and simplicity.

Bigen in Europe: Targeted, Tailored, and Trusted

In Europe, Hoyu’s rise has been steady, bolstered by its ability to meet the needs of a market often overlooked by trend-led colour brands. Grey coverage, particularly for men and people with darker hair, can be frustrating: too messy, too noticeable, or simply too damaging. But Hoyu’s products, including Bigen Men’s Speedy Colour, Bigen EZ Colour, and Bigen Men’s Beard Colour with variations from real black to natural brown, are engineered with everyday users in mind. Moreover, Bigen EZ Colour and Bigen Men’s Beard Colour do not stain the skin, ensuring a natural look straight after application.

Its signature two-cream formula means one only uses what they need—perfect for root touch-ups or beard dyeing—and the rest can be saved for later. In contrast to typical liquid developers that must be used all at once, this makes Hoyu’s offering both economical and efficient. Its formulas stay where they’re applied, and in just 10 minutes, users get natural-looking coverage that blends seamlessly.

Rooted in Research and Innovation

But Hoyu’s secret weapon isn’t just in its products; it’s in its people. Over fifty percent of its head office staff are dedicated to research and development, aiming to ensure every formula is as safe and effective as it is easy to use. Each raw material is tested rigorously, and every formula is adjusted to meet not just regional regulations but Hoyu’s own high standards of excellence. “We always put safety first,” states Shota Nitta, Managing Director of Hoyu Netherlands. “That commitment has been with us from the very beginning. Our customers trust that they’re not just colouring their hair—they’re caring for it.”

This dedication has translated into tangible results. For the financial year 2022-23, Hoyu reported a global turnover of €320 million, with its European arm contributing €3.4 million, an impressive achievement considering its relatively recent expansion into the region.

Colour That Cares

Ultimately, its message is simple: hair dye doesn’t have to be dramatic to be powerful. With Hoyu, it’s about confidence, care, and colouring on one’s own terms. And in a world where self-care and self-expression have been intertwined, that’s a message which is colouring the hearts—and hair—of millions.