Our Story
Growing into a global company, from our origins in Japan
- ‘30s
- ‘60s
- ‘70s
- ‘80s
- ‘90s
- ‘00s
- NOW
The Sunstar Story
The story of Sunstar begins over ninety years ago in Japan with an entrepreneurial spirit and an ambitious dream. Today, the same characteristics of innovation and determination are at the heart of Sunstar.
In 1932, our founder Kunio Kaneda revolutionized Japan’s bicycle industry with the invention of portable glue allowing people to mend tyres ‘on the go’. It was a first in the market at a time when everyone relied on their bicycle to get around, and the company - then named Kaneda Keitei Shokai - rapidly became the market leader.
1932: Kunio Kaneda, Sunstar’s founder, in Osaka, Japan.
In 1946, Kunio did the same for dental care. He introduced easy-to-use toothpaste in handy tubes, in an era when inconvenient powders were the norm. He also created the “Sunstar” brand promoting the practice of brushing twice a day – as the sun comes up and as stars appear – inspiring a new attitude to oral care.
In 1969, Hiroo Kaneda, Kunio’s eldest son took up his father’s mantle. Under Hiroo’s leadership, Sunstar continued to grow, expanding globally to become the Sunstar of today. Hiroo made a breakthrough connection between oral care and holistic health that continues to be core to Sunstar’s GUM brand.
This spirit of invention has sustained Sunstar over the decades, powering the expansion of both sides of our business:
Our Consumer business division has an oral care footprint across toothpaste, mouthwash, toothbrushes, interdentals and dental treatment that spans the globe under the GUM consumer brand, as well as providing specialist products for Oral Care professions including Periocline. We also have targeted Health Food and Beauty products in Japan under our Kenkodojo and Equitane brands.
Our Industrial business is a respected global leader with our substantial Chemical division producing adhesives and sealants for the automotive, construction and electronics industries. Our strong Material Core division produces motor parts. We have an emerging eScience division exploring indoor air quality.
Finding ways to fulfil the needs of our customer needs has always been at the heart of our success and remains our focus as we look to the future.
Today we are a global company employing around 4,000 people in 22 countries worldwide. Hiroo still serves on the Group’s Board and the company remains family-owned by the Kaneda family.
Three generations of the Kaneda family: Kunio, the founder, Hiroo, Sunstar Board Member, and Yoshihiro, Chair of the Sunstar Family Council
'30s
1932-1959
Sunstar’s early years
Sunstar’s journey begins with an entrepreneurial spirit and an ambitious dream. In 1932, our founder enters the bicycle parts business with a creative innovation that revolutionizes the industry: rubber cement in a portable metal tube for tire repairs on the go! Quickly we become the market leader. Our focus on bicycles expands in 1954 when we start to produce gear cranks.
In 1946, we transform the oral care industry with Sunstar Toothpaste in a tube. The Sunstar name is created as an important oral care reminder: “Brush your teeth with the sun in the morning and with the stars at night.” From 6% in 1949 to 38% in 1954, the market share of Sunstar Toothpaste continues to grow.
In 1956, Brushless Shaving Cream in a tube innovates shaving and becomes an immediate success.
1954: Production of gear cranks for bicycles begins.
1946: The first tube of Sunstar Toothpaste debuts.
1968: Sunstar introduces another first: Salt Toothpaste.
1966: VO5 Hair Spray launches.
1961: Motorcycle sprockets create a new success.
'60s
1960-1969
Sunstar enters new business areas & forms global affiliations
As a result of continuous innovation, Sunstar claims leadership in oral care. We become one of Japan’s leading toothbrush manufacturers and enter other consumer goods markets – particularly detergents, shaving products, and chewing gum.
Pursuing an international business plan, we establish a joint venture with a major U.S. hair care company and launch VO5 Hair Spray in 1966.
In 1967, we establish Sunstar Essex Chemical Company as a joint venture with a U.S. chemical company to produce sealants for automobile windows and building construction.
With success and expansion in our bicycle sprockets business, we broaden our horizons and excel in motorcycle sprockets.
1969: Betaseal 169 construction sealant goes on sale.
'70s
1970-1979
Sunstar experiences rapid growth
During a milestone decade, the demand for automotive sealants grows and Sunstar gains top market share.
We continue to innovate in the oral care category with clear, anti-cavity and chlorophyll-based toothpastes. We strengthen our cosmetics strategy by forging new affiliations with overseas firms. By 1976, Sunstar leads the hair care sector with VO5. We open new opportunities in the haircare business with the debut of Sunstar Tonic Shampoo.
Against a backdrop of rapid growth in the two-wheeled vehicle market, we focus on high-performance, high-quality motorcycle sprockets and parts as a core business. In 1976, our reputation and success surge with a major order from Harley-Davidson.
1968: Sunstar Tonic Shampoo debuts.
1972: New Green Sunstar refreshes breath.
1976: Demute toothpaste is launched.
1978: Mass production of motorcycle brake disks begins.
1980: Betawall functional paint for construction is introduced
1988: Based on ideas of Sunstar’s Holistic Health Center, KENKODOJO products go on sale.
1989: The GUM line of products for periodontal care is launched.
'80s
1980-1989
Sunstar expands globally
During the 1980s, Sunstar builds a worldwide network of experts with global thinking at the heart of our growth strategy. We set up production and sales facilities for motorcycle parts, adhesives and sealants in the United States and in Thailand.
With the acquisition of the John O. Butler Company – respected for its pioneering toothbrush technology – we experience dramatic growth through its global network, which includes existing operations in Sweden and Canada. With the launch of the G･U･M brand in 1989, we further define our role as a global leader in fighting and preventing periodontal disease.
Building on a healthy lifestyle philosophy of holistic mind and body wellness, we enter the health food market with vitamin supplements in 1983, open the KENKODOJO Holistic Health Center in 1985, and launch KENKODOJO Natural Foods & Beverages in 1988.
1980s: Automotive adhesives manufacturing expands for global production.
'90s
1990-1999
Sunstar expands business in Asia & implements environmental management
With the introduction of Periocline in 1990 in Japan, Sunstar strengthens its portfolio in the fight against periodontal disease with the world’s first antibiotic treatment for within the oral cavity. Developed to absorb and remove dental plaque, Ora² was launched in 1998 in Japan.
The 1990s mark growth and continuing success in hair care with the VO5 and Tonic brands. In 1992, we open Sunstar Deutschland GmbH near Frankfurt, Germany. Singapore becomes our manufacturing control center for Southeast Asia.
In 1995, we establish Sunstar Engineering Indonesia to produce motorcycle components. We open manufacturing and sales operations in Guangzhou, China in the late 1990s.
We recognize environmental conservation as a major issue and implement ongoing initiatives such as Dry Mark’s Dry Up detergent in 1993 and the EcoCart cartridge in 1998.
1990s: VO5 Split End Hair Care product line becomes a huge success.
1990: PERIOCLINE for periodontitis is launched.
1998: Ora² Toothpaste for plaque removal is released.
1990s: Underfill resin for semi-conductors gains success.
1993: Dry Up clothing detergent is launched.
2003: Eco-friendly EcoCan container is implemented.
2005: EQUITANCE Beauté Holistique is launched.
2008: BUTLER SG series for mucosal erosion is launched.
2009: GUIDOR Matrix Barrier for oral rehabilitation is launched in the U.S.
'00s
2000-2009
Towards further growth and development
Establishment of the Global Headquarters in Switzerland
In 2000, the ISO 14001 certification, which is the international standard for environmental management, was granted to all our manufacturing sites in Japan. Sunstar’s environmentally friendly initiatives led to the development of the “Eco CAN”.
In 2004, Sunstar acquired Braking S.p.A. (now Sunstar Engineering Europe GmbH – Italian Branch), an Italian manufacturer of brake discs for innovation in the motorcycle business. We also established an automobile adhesives development and sales base in Guangzhou, China.
In 2005, the premium quality skin care range “EQUITANCE” was launched.
Following Europe and North America, new sales offices were established in Mexico (2004), Argentina (2007), and Colombia (2008).
In 2008, we completed the development of the “Butler SG” oral care products for mucosal erosion.
In 2009, the first Headquarters building was completed in Etoy, Switzerland. In Asia, a factory was built in Singapore to serve as a production base for motorcycle parts, supplying our factories in Thailand, Indonesia, and the United States.
Now
2010-Present
Progressing to a Global Sunstar
In 2011, Sunstar acquired the Interbros GmbH company in Germany to increase the production capacity of toothbrushes and interdental brushes, and launched the new product “GUM Soft-Picks”, the interdental rubber brush that helped expand sales globally. Sunstar also acquired Degradable Solutions AG in Switzerland, to enhance our portfolio with superior quality bio-absorbable dental materials.
In 2013, the Singapore factory established its new product development center for the Industrial and Consumer businesses.
Since 2014, Sunstar has expanded the business of fine blanking automobile metal parts produced in Indonesia and Thailand. A new sales base for the consumer business was opened in Brazil.
2015 saw the completion of the second Headquarters building in Etoy.
In 2016, a new factory and development center for the consumer business was opened in Chicago, USA. The new product “BUTLER GrindCare” was launched in Europe as a new business category for managing sleep bruxism.
In 2017, Sunstar acquired the distributor Oral Company International BV, to strengthen our consumer business sales in the Netherlands, Belgium and Luxembourg. Sunstar also acquired the U-Vix Corporation, which has advanced photocatalytic deodorization and sterilization technologies, in order to enter the new business of improving indoor air quality.
In 2018, a new sales office for the consumer business was opened in Poland.
In 2019, Sunstar acquired TSUBAMEX Co., Ltd., a mold fabrication and metal processing company that owns high precision molding technologies to strengthen the metal processing business. We also opened a new base for automobile adhesives development, manufacturing, and sales in Germany. We also acquired GelX to strengthen our position as a global healthcare leader.
In 2020, we announced our COVID-19 measures and donation of over 85,000 oral care products to healthcare professionals, patients and at-risk groups in the most affected countries. We also transferred the GUIDOR brand, and a photocatalytic deodorization and sterilization system “QAIS -air- 01″ was launched in Japan for use in hospital and store rooms. In 2020, a home-use model was launched, and the device was installed in the air conditioning systems of 600 limited express trains of West Japan Railway Company.
In 2020, Sunstar Communication Park opened as a Japanese headquarter and new business co-creation site in Osaka, Japan
In 2021, a new mouthwash plant started operation in Yamanashi, Japan to respond to market expansion in Japan and Asia, and also acquired Playbrush, an Austrian company that develops, sells, and operates a subscription business for smart toothbrushes and digital oral care.
In 2022, Sunstar keeps developing connected oral health capabilities further integrating Playbrush into the GUM portfolio in Europe, and launches the GUM PLUS and GUM lab series lines in Japan to fight periodontal disease effectively. In the industrial business, a new QAIS air purifier device for pet care is launched in the US and China.
In 2023, the consumer business in Latin America shows significant growth, and GUM launches two new products in Europe: SOFT-PICKS PRO and GUM Bio Mouthwash. The industrial business shows consistent global growth, further supporting electrification and lightweight trends in the automotive sector. Sunstar Engineering also receives two customer awards.
In 2024, Sunstar appoints two new board members; Michel Pettigrew and Tamara Minick-Scokalo to help accelerate our next stage of ambitious growth.
2015: New Headquarters building in Etoy, Switzerland.
2016: North American Headquarters and manufacture facility
2016: BUTLER GrindCare
2019: New factory for the Sunstar Engineering business in Bavaria, Germany
2019: Photocatalytic deodorization and sterilization system “QAIS -air- 01″
2020: Sunstar Communication Park opened in Japan
2021: New mouthwash plant started operation in Yamanashi, Japan
