GATSBY was introduced in Japan in 1978 by Mandom Corporation, a cosmetics manufacturer founded in 1927. The brand was created to provide high-quality grooming products specifically designed for men.1

The name “GATSBY” was inspired by F. Scott Fitzgerald’s novel The Great Gatsby. According to Mandom, then-president Hikoji Nishimura admired the character Jay Gatsby’s ambition and lifestyle. After resolving copyright and trademark considerations, the company adopted “GATSBY” as the official brand name.1

Since its launch, GATSBY has evolved alongside changing fashion trends and men’s grooming habits. Beginning with classic grooming products in the late 1970s, the brand expanded into modern hairstyling, skincare and body care, becoming a comprehensive men’s grooming brand.12

Mandom Corporation

• Founded: 1927
• Headquarters: Osaka, Japan
• Industry: Cosmetics and Personal Care
• Stock Exchange: Tokyo Stock Exchange
• Major Brands:
• GATSBY
• Bifesta
• Lucido
• Pixy
• Tancho

Mandom develops products primarily for Asian consumers and operates manufacturing and distribution networks throughout Asia and other international markets.2

GATSBY’s mission is to:

“Support men around the world to achieve their aspirations through grooming and self-expression.”

The brand emphasises helping consumers discover their personal style rather than simply selling cosmetic products.1

One of its long-running concepts is “KAKKOii“, a Japanese expression that roughly means being stylish, attractive, cool or confidently authentic. GATSBY encourages men to express individuality through grooming and fashion.1

GATSBY offers a wide variety of men’s grooming products.2

Hair Styling

This is the company’s best-known category. Popular products include:

• Hair Wax
• Moving Rubber Wax
• Pomade
• Hair Clay
• Hair Gel
• Hair Spray
• Hair Cream
• Sea Salt Spray
• Fibre Wax
• Water Gloss
• Styling Foam

Hair Care & Hair Colour

• Hair Dye
• Hair Bleach
• Hair Treatment Cream

Face Care

Products include:

• Facial Wash
• Facial Scrub
• Toner
• Moisturiser
• Oil Control Products
• Cleansing Wipes
• Facial Paper

Body Care

• Body Wash
• Body Wipes
• Deodorants
• Antiperspirants

Shaving

• Shaving Gel
• After Shave Products

Fragrance

GATSBY also produces perfumes, body sprays and colognes designed for everyday wear.2

Some of GATSBY’s most recognisable products include:

• Moving Rubber Hair Wax
• Hair Styling Wax
• Powdered Oil Clear Paper
• Facial Wash Series
• Deodorant Roll-On
• Body Wipes
• Sea Salt Spray
• Hair Colour Series

The Moving Rubber line is especially well known for offering different variants with varying hold strengths and finishes, making it popular among users seeking flexible hairstyling options.3

GATSBY primarily targets:

• Teenagers
• College students
• Young professionals
• Men aged approximately 15–35

Its products are designed for consumers who value modern hairstyles, skincare and daily grooming. Marketing often focuses on self-confidence, fashion and practicality.1

Although founded in Japan, GATSBY has expanded internationally and is widely available across Asia and beyond. Major markets include:

• Japan
• Indonesia
• Philippines
• Malaysia
• Singapore
• Thailand
• Vietnam
• India
• Hong Kong
• Taiwan
• China

The brand continues to expand through local subsidiaries and regional distributors.2

GATSBY is recognised for youth-oriented advertising and collaborations with celebrities, musicians, athletes and influencers in different countries. Campaigns typically emphasise:

• Fashion
• Hairstyling
• Self-expression
• Confidence
• Modern masculinity

Many advertisements feature hairstyle tutorials and lifestyle content to help consumers use products effectively.3

• Industry: Personal Care
• Category: Men’s Grooming
• Founded: 1978
• Country of Origin: Japan
• Parent Company: Mandom Corporation
• Headquarters: Osaka, Japan
• Core Values:
• Innovation
• Style
• Self-expression
• Confidence
• Everyday grooming

Today, GATSBY is widely regarded as one of Asia’s leading men’s grooming brands. It is particularly well known for its hair styling products, which have become a staple in many Asian markets. The brand continues to innovate by introducing new grooming products that align with evolving fashion trends and consumer preferences.2

1. About GATSBY | GATSBY is your only choice of men’s hair wax.
2. GATSBY | Brand & Series | Products & Brand | mandom corp.
3. Gatsby Philippines