Tomoko Horino Sets New Guinness World Record as the Oldest Female Beauty Advisor at 102 Years

Tomoko Horino: A Beacon of Beauty at 102

In a remarkable celebration of longevity and passion, Tomoko Horino, a beauty director working at the Pola Sakurazumi Shop in Fukushima city, recently set a new Guinness World Record as the oldest female beauty advisor at the age of 102. This achievement was officially recognized on May 2, 2025, marking the third time she has updated her record since first being recognized in August 2023.

A Lifelong Journey in Beauty

Tomoko's journey began on April 9, 1923, when she was born as the eldest of five siblings in Fukushima Prefecture. She took her first steps into the professional world at the age of 18, securing a position with the former Nippon Telegraph and Telephone Public Corporation. After marrying at 23 and raising three children, Tomoko redirected her career trajectory at 39, deciding to pursue her true passion for beauty by becoming a beauty director at POLA in 1962. Her motto has become clear: continue to grow and educate oneself, no matter the age.

Tomoko has consistently demonstrated this dedication. She remains actively involved in training and workshops even today, keeping up with the latest beauty trends and seasonal products. It's evident that her commitment to learning is a driving force behind her continued success and the growth of her sales. In fact, she has achieved an impressive cumulative sales figure of approximately 127.25 million yen as of April 2025, maintaining a monthly sales target of over 100,000 yen for an astonishing 21 consecutive years.

The Work Ethic of a Trailblazer

Living seven kilometers away from her shop, Tomoko takes the bus to work regularly, all while juggling the responsibilities of being a grandmother. She has built long-lasting relationships with her customers, often noting how much she enjoys her work with POLA. In July 2024, she ventured further by publishing her first book, titled 'Lessons from Tomoko: Working Joyfully Throughout Life,' which showcases her philosophy and experiences in the beauty industry.

Tomoko is clear about her intentions moving forward. She wishes to continue her work in beauty, declaring that her dedication to POLA and its customers remains resolute. Her philosophy emphasizes not only the importance of external beauty but also the enrichment of the internal self, focusing on providing a comprehensive beauty experience for her clients. According to Tomoko, the role of a beauty advisor transcends the mere sale of products; it’s about nurturing a full experience of beauty—both inner and outer.

Upright Values and Recognition

Tomoko was formally recognized by Guinness World Records after meeting four critical criteria: She is the oldest individual actively working as a female beauty advisor; she has maintained this role through years of dedication; her age is factored accurately; and her expertise encompasses effective knowledge about related products, skin types, and makeup techniques. These benchmarks not only speak to her longevity but also her unwavering commitment to the profession.

As Japan's society continues to evolve, figures like Tomoko Horino redefine what aging can look like. Her inspiring presence within POLA is a testament to the possibility of achieving one’s goals regardless of age. With a legacy stretching beyond sales, she inspires countless others as a leader, educator, and friend.

In conclusion, Tomoko Horino’s story is not just one of sales figures and record-holding. It’s about fortitude, continuous learning, and the beauty of human connections. In a world that often overlooks the elderly, she stands as a brilliant reminder of the potential that lives in us all, regardless of age, proving that beauty—and life—never truly retires.