TSURURI

TSURURI is a Japanese pore-care line owned by BCL Company, the cosmetics operating company of StylingLife Holdings Inc., based in Tokyo. The line centres on face washes, cleansing gels and clay masks built around ghassoul clay and other natural ingredients, and is positioned to target blackheads, enlarged pores and rough surface texture. Its name comes from the Japanese word tsururi, meaning "smooth and clear" — a description of skin that feels soft, refined and poreless [6].

The brand is sold chiefly through Japanese drugstores and variety stores, and reaches Nordic and other international shoppers through export retailers. It remains active: a limited-edition charcoal variant of its Pore Cleansing Gel was launched in November 2024 [7].

TSURURI does not operate as a standalone company; it is one brand within the portfolio of BCL Company, whose parent is StylingLife Holdings Inc. BCL's own account traces the business to 1979, when it entered cosmetics as a division of Sony Creative Products Inc. In 1996 the division was separated to become Sony CP Laboratories Inc., later trading as BCL, and in 2011 it merged into StylingLife Holdings, forming StylingLife Holdings BCL Company — the current parent of TSURURI [4].

Sources differ on when BCL became independent from Sony. The company's own history dates the spin-off to 1996, when the business division became Sony CP Laboratories Inc. [4]; a third-party retailer profile instead places independence "under the BCL name" in 2006 [8]. The 2006 date corresponds to a later trade-name change to B&C Laboratories Inc. rather than the separation from Sony.

Within BCL, TSURURI sits alongside sister brands including Cleansing Research, Saborino, momopuri and VECUA Honey. The group's manufacturing is based at a products centre in Yaizu, Shizuoka Prefecture.

BCL frames TSURURI as a focused pore-care line rather than a full skincare range. The company's own tagline for the line is "Flush out pores on the face and body with Tsururi!" [1], and it describes the products as face washes and body-care items made with ghassoul clay and other natural ingredients to target pores specifically.

Editorial coverage places the line firmly in the affordable, drugstore end of the market. Japanese Taste describes the maker as focused on "affordable, functional products with a strong emphasis on pore care," while JapanKuru characterises TSURURI as "a long-favored series of Japanese blackhead removers" and, together with sister brand Cleansing Research, as a set of established "pore care basics" in Japan [5].

The line's recurring hero ingredient is ghassoul, a mineral-rich clay mined in Morocco's Atlas Mountains, often combined with charcoal, Andes salt and vitamin C derivatives. Several products also use enzymes: according to editorial breakdowns, papain works on keratin in dead skin cells while lipase targets sebum inside pores [6].

The signature product is the Tsururi Pore Cleansing Gel, a cleanser designed to loosen blackheads and unclog pores, applied to dry skin with a built-in silicone brush. Editorial coverage notes that it warms on contact and works without pre-steaming, using protease enzymes and vitamin C [9]. Other products in the range include a 5-in-1 warm cleansing gel, the Tsururi Total Care Pack — a three-step nose-pack system using AHA/BHA agents, clay and charcoal, and vitamin C derivatives, marketed for pre-event skin preparation — and clay-based washes and masks such as the Ghassoul Paste and Point Clay Pack.

TSURURI has been featured across Japanese beauty editorial as a staple pore-care option. JapanKuru's Medium publication listed it among top Japanese drugstore skincare products for pores, and the JapanKuru shopping guide presents the Pore Cleansing Gel as an established example of "pore care basics" in Japan [5]. One editorial, citing retailer material, reports the brand reaching cumulative shipments of 10 million units, though this figure is not confirmed by the company itself [9].

TSURURI is an active brand. It is featured on BCL Company's English-language portfolio page, is distributed across Japan through major drugstore and variety chains including Don Quijote, Matsumoto Kiyoshi, Sugi Pharmacy, Loft and Plaza, and is exported internationally. Its most recent recorded activity is the November 2024 launch of a limited-edition charcoal variant of the Pore Cleansing Gel [7].