Taiyodo Koki & the Beauty Camera Company

Beautyflex

(one word) with moving baseboard focusing.

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Seven different Beautyflex models have been identified, but there are a few variations of some models, which extends the total number to nineteen distinct cameras.

 

[1] The first would seem to be the Beautyflex S (Figure 1) of about 1954. This is identifiable by

1. its 80mm f/3.5 Beauty lenses,

2. NSK-FB Synchro shutter with speeds of 1 to 1/300,

3. a frame counter to replace the Flexes' ruby windows.

4. a red "S" badge on the viewfinder lid,

5. a Beautyflex name plate in lower-case italicised font with an arched bottom edge, and

6. a new decorative styling of the lens surrounds while the shutter release and flash-sync socket remained in the same positions as the Beauty Flex V.

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[2] An identical variant of circa 1954 called the Beauty S (Figure 2) was sold only in Japan along with another model of circa 1955 labelled "Beauty III", but more correctly known as the Beauty III S (Figure 3). This was the only camera to have a model name inscribed on its nameplate. The "III S" differed from the "S" via

• a pair of unusual Beauty 75mm f/3.1 lenses.

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[3] Also dating to circa 1954, the Beautyflex T (Figure 4) differed in the following respects. It had

1. a pair of 80mm f/3.5 "FC Telmer" lenses,

2. a TKK MX shutter (same speeds as the "S"),

3. a rim-set shutter release,

4. ruby window frame counter.

5. a flash-sync socket moved to the top-left corner of the lens-board,

6. a name plate in non-italicised front, and

7. no viewfinder lid badge.

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We know the model was called the "T" thanks to photographs of the original box (Figure 5). The "T" was rebranded as the Wardflex model 120 (Figure 6), and rebadged as the Gen-flex (Figure 7), which appears to have been sold in Canada.

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[4] Also seemingly from 1954 was the Beautyflex model 28, as seen in Taiyodo advertising literature, which is often incorrectly called the 2.8. This was very similar in styling and layout to the "S", but for

1. Cantor 80mm f/2.8 lenses,

2. a Copal shutter with speeds of 1 to 1/200,

3. a Beautyflex nameplate in underlined capitalised font, and

4. no viewfinder lid badge.

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It also came with three filter-mount options.​

1. non-bayonet filter mounts (Figure 8),

2. a rarely seen single "Rolleiflex" compatible "Bay II" type bayonet mount on the taking lens (Figure 9), and

3. double "Bay III" type mounts on both lenses (Figure 10).

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[5] I assume the Beautyflex K (Figure 11) appears to predate the "28" (circa 1953) and is often (for some reason?) mis-identified as a "D", but photos of the manual and original box confirm its model name (Figure 12). It's very similar to the "model 28" except

1. the lenses are Beauty Anastigmat 80mm f/3.5,

2. the shutter is an Etoal,

3. the frame counter is a ruby window,

4. there is a decorative trim between the two lenses, and

5. a viewfinder lid TKK badge like that seen on the Beauty Flex V.

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Figure 13 shows an advertisement from an unidentified magazine for the Beautyflex K. What's interesting (well I think it's interesting) about this advert is that it's wholly focused on retail selling. The headline (カメラのデパート) reads "camera department store", and the interrupting smaller text (一人に一台カメラを! ) says "one camera per person!".  The shop name Camera Taiyodo is in English, and there is no mention of the manufacturer. The overall style is quite different from other adverts.

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Follow this link for a copy of the Beautyflex model S instruction manual($) at Orphan Cameras.

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Follow this link for a copy of the Wardflex (Beautyflex T) instruction manual($) at Orphan Cameras.

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Read the description of the Wardflex in the 1957 Wards catalogue here($).