What is JBI

Japanese Beauty Institute [JBI] founded in May 2019 by Shiseido HQ, inspires and shares Japanese Beauty with global consumers and partners. It aims to build a community and deliver happiness. For its first activity, JBI redefines the meaning of Japanese Beauty as a beauty innovation from the Japanese way – valuing respect for nature and cherishing harmony. Additionally, JBI members will attend global beauty events with the aim of sharing the redefined Japanese Beauty with beauty experts and partners.