Taiyodo Koki & the Beauty Camera Company

Beauty Flex

(two separate words) with geared-lens focusing & red-window frame counter/advance.

 

The following is a guide to the confusing array of Beauty Flex cameras. The sum of limited Internet "wisdom" suggests there were six models - the II, IIA, III, IV (early & late) and V - but with the exception of the late type IV and V, there is little consensus as to which is which. I have observed ten different models, but struggled to identify the type III.​

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[1] Logic would suggest there was a first model - a "type zero. My research was proving fruitless until I discovered this Blog($), which  recounts a visit to a book repository in the Iidabashi district of Chiyoda, Tokyo, where the writer rummaged through pre-1960 camera magazines. One of the illustrative photos was a magazine advertisement for a  Beauty Flex with no type number (Figure 1). A real-life example is shown at Figure 2. The key features to note are;

1. it has TKK Beauty Anastigmat 75mm f/3.5 lenses,

2. an SKK shutter with speeds of 1/5 to 1/150 +B.

3. no cold shoe or flash sycn port, and

4. a flat printed name plate.

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[2] An almost identical camera is known from another advertisement attributed to the January 1951 issue of Photo Art (here($) on Flickr), but it is named as the type II (II 型​). The only visible differences are;

1. the shutter is an SKK with speeds of 1/15 to 1/150, and

2. the nameplate font is different (Figure 3).​

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I am tempted to speculate that the advert is wrong, and this is a variation of the type zero because ...

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[3] Another "II" type, also dating to circa 1951, (Figure 4) differs considerably from the first models. It has

1. a pair of 80mm Doimer lenses set in a TKK shutter with speeds of 1 to 1/200, 

2. a protruding flash-sync post on the front-middle-left of the baseboard, and a user's left-side body accessory shoe, and

3. a nameplate like a type 0.

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Evidence this model is a type II can be found in images of the camera with its box (Figure 5) - flimsy proof on its own, but read on ...

 

[4] Figure 6 shows another model identified as a type "II" in an anonymous article in the October 1951 issue of the Japanese magazine "Camera Fan" (on Flickr here($)). The only apparent difference between this and the previous Beauty Flex II is

1. The "T" badge with a red background set on the viewfinder lid, and​

2. an altered back opening catch.

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[5] The camera at this auction site($), and shown at Figure 7 is the only example of its type I've observed, and the obvious next evolutionary step. It differs from the previous type IIs by

1. a raised name plate with a fluted edge.

 

Could this be a IIA? Figure 8 shows a Beauty Flex IIA box, but the accompanying camera is a type III (or maybe a type IV?)​

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[6] The camera in Figure 9 was found on a Etsy USA($) and is another one-of-a-kind. Note that this model has

1. the flash-sync post replaced by an inset socket.​

 

I have no idea what it is. Maybe it's a "Frankenflex" (i.e. made up of parts)?

 

[7] The camera shown at Figure 10 was identified as a "type III" in a JCII exhibition. It's key feature is;

1. the flash-sync socket has been relocated to below to cold shoe on the (user's) left side of the body.​​​

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However, it's seemingly identical to an early type IV. There is otherwise no known evidence to support the existence of a type III; no advertising, no instruction leaflets, and no packaging.

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Sugiyama lists only 3 types, starting with the Beauty Flex III, but the image and specification is identical to the early type IV.

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[8] Figure 11 shows an "early type IV" (circa 1952). This often seen on Internet auction sites with a box labelled "Beauty Flex IV" (which could be the wrong box), but more significantly, Figure 12 shows an image of an instruction leaflet confirming the "4" name.

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​[9] A second IV, which has become known as the late Beauty Flex IV (Figure 13) had a

1. distinctive fluted plate decoration around the viewfinder lens.

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This model has also been seen with its original box (Figure 14) and in magazine advertising (Figure 15), which clearly identify it as a "IV型".

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Sugiyama lists the late version type IV, but does not acknowledge an early version. 

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[10] The Beauty Flex V (Figure 16) was the last of the geared-lens focusers, and is thought to date to about 1953. It resembles the late version IV, except

1. the viewfinder lid has a TKK badge, and a sports finder window,

2. the shutter release was separated from the shutter housing and moved to a button on the front-bottom-right of the baseboard,

3. the flash-sync port was also moved to the front-bottom-left of the baseboard,

4. the TKK shutter was replaced by an "Etoal".

5. the back opening catch was changed from a clasp to rotating lock (Figure 17) and,

6. the pop-up magnifier surround reduced in size (Figure 18).

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The "V" was also produced as the rebranded SCL Photoflex (Figure 19) with some very minor changes, which echo the styling of the later Beautyflex (one word) models. Note that the nameplate has an arched bottom edge - which was a feature of Beautyflexes, and the name is underlined - as seen on the Beautyflex D. This suggests the model was made in 1954 alongside the "D".

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The uncommon "Crown Flex" and "Veri Flex I" of circa 1954 are attributed to the Tokyo manufacturer Kobayashi Seiko. They look very much like a Beautyflex D (with a different shutter and lenses). The Veri Flex (no number, see Figure 20) closely resembles a "Beauty Flex early IV", and most significantly has a pair of Doimer Anastigmat 8cm f/3.5 lenses. I think it is quite likely it's a Taiyodo Koki rebadge (image from Barry Toogood).

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I think it must take a special kind of Nerd to watch this 51 minute video($), but here's a restoration of an early Beauty Flex IV. Personally, I would have replaced rather than cleaned the leatherette.

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Click the image below for visual summary of the key identifying features of the 80mm models identified.