21-11-2023 (TOKYO) In patriarchal 1960s Japan, Tomoko Horino defied societal norms and became the world’s oldest beauty adviser at the age of 100. Hailing from the eastern town of Fukushima, Horino’s journey challenges traditional expectations, and she has officially been recognized by Guinness World Records.
In a recent interview with AFP, Horino reminisced about the gossip that surrounded her when she first entered the workforce in an era when married women were expected to stay home. “It was a time when married women stayed home and only did housekeeping, but I had to work,” she shared. Neighbours were bewildered to see her leaving the house in full make-up, leading to misconceptions that she worked in a hostess bar. Horino humorously recalled the community’s confusion, stating, “What kind of a bar hostess leaves as the sun rises and comes home as the sun sets?”
Born in 1923, the same year as Japan’s Great Kanto Earthquake, Horino initially anticipated a life as a housewife after marrying a local government official. However, financial challenges led her to work on the side assembling gift boxes to make ends meet while raising three children. At the age of 39, she joined the cosmetics company Pola, embarking on a 41-year career, where she went door-to-door selling facial lotions and make-up while providing beauty advice to clients.
Despite facing societal expectations and a challenging work environment, Horino excelled in her role. Pola reported that her total revenue exceeded 125 million yen ($835,000), and she still consistently meets her sales goals. Horino’s dedication to her work and her continued engagement with clients led Pola to nominate her for a Guinness World Record.
In a country where the gender pay gap persists, and men dominate various sectors, Horino’s story serves as a testament to the evolving roles of women in the workforce. As Japan grapples with an ageing population, older individuals are encouraged to contribute to the labour market.
Pola has nearly 250 beauty advisers aged 80 or older, including four centenarians, but Horino stands out for her exceptional activity in client communication and product training. Aya Katsuda, a spokesperson for Pola, stated, “She is wonderful.”
Horino maintains a disciplined beauty routine, emphasizing nightly baths, stretching exercises, and a meticulous skincare routine. Her commitment to staying informed and engaging in diverse conversations underscores her dedication to providing holistic beauty advice.
Reflecting on her journey, Horino acknowledged the progress made for women in the workforce, stating, “The world has become a much better place now.”
