SHISEIDO

Japanese Beauty Institute

  • #ALL
  • #TimelessContinuity
  • #ThoughtfulInnovations
  • #IngeniousFusion
  • #HarmoniousHolistic
  • #BoundlessCreativity
  • #MethodicalPerfection

History of Japanese Beauty

For over 100 years of the company's history, Shiseido has always been there for women supporting their beauty in various ways.
Here’s the history of Shiseido’s Japanese Beauty.

  • #ALL
  • #TimelessContinuity
  • #ThoughtfulInnovations
  • #IngeniousFusion
  • #HarmoniousHolistic
  • #BoundlessCreativity
  • #MethodicalPerfection
  • 1900

    Oshiroi

    1906

    Japan’s First Tinted Pressed Powder

    Kaede Oshiroi and Hana (Yayoi) Oshiroi

    While in tradition, Oshiroi or white powder foundation is literally white, Shiseido introduced more westernized idea of creating “natural whiteness” with two different shades of tinted powder. The tinted powder is now considered to be the pioneer of tinted powder products we see at cosmetic counters today. Nerioshiroi, or creamy white powder, is still sold to Kabuki actors, helping the traditional performing arts thrive from generation to generation.

    • #TimelessContinuity
    • #IngeniousFusion
    • #MethodicalPerfection
  • Shiseido Design

    1916

    The Dawn of Japanese Beauty

    Establishment of Design Division

    Shinzo Fukuhara, the first president of Shiseido, established the Design Division which is the origin of Shiseido's Creative Division today. Being a photographer himself, Shinzo Fukuhara became the driving force of modern and sophisticated designs, which were described by people of the Taisho Period, as “Shiseido-esque.”

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  • Shiseido Gallery

    1919

    Japan’s Oldest Existing Gallery

    Shiseido Gallery

    Since its opening in 1919, the Shiseido Gallery has been supporting numerous artists and writers. There are many now-famous artists who held their first solo exhibitions in the Shiseido Gallery and launched successful career. Even today, the Shiseido Gallery continues to introduce various arts, which reflect the trend of the times.

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    • #BoundlessCreativity
  • 1920

    Shiseido Parlour

    1928

    A Pioneer of Authentic Western Cuisine in Japan

    Shiseido Parlour

    Along with the invitation of highly talented chefs, a luxurious restaurant with authentic Western cuisine was born. "The Shiseido Ice Cream Parlour” remains one of the select few restaurants that represents Tokyo’s Ginza district, still attract many customers today.

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    • #IngeniousFusion
  • Miss Shiseido

    1933

    Beauty Professionals

    Miss Shiseido and Sales Girls

    In the 1930s, Shiseido started to have trained beauty specialists known as “Miss Shiseido” and “Sales Girls.” The training included not only customer service manners and makeup and skincare techniques, but also dermatology science and technologies. Today, they are called “Beauty Consultants” and continue to provide customers with beauty advice.

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  • 1950

    ZEN Perfume

    1964

    Introducing Japonesque to the US Market

    ZEN Perfume

    Under the boom of Japanese culture, ZEN Perfume led the way for Shiseido into the US market. The perfume carries a scent and packaging --makie-inspired design-- intended to appeal to the taste of American women. After its success in the US, it was introduced to the domestic market.

    • #IngeniousFusion
    • #BoundlessCreativity
    • #MethodicalPerfection
  • 1990

    Shiseido Corporate Museum

    1992

    Communicating and Studying Shiseido's Corporate Culture

    Shiseido Corporate Museum

    Shiseido Corporate Museum was built in Shizuoka in 1992 which was the year of its 120th anniversary of the company’s founding. It houses over 200,000 pieces including products and promotional artifacts. Embracing Shiseido’s corporate culture -- an important asset built upon its long history-- the museum offers itself as a venue to promote Shiseido and Japanese cosmetic culture.

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    • #BoundlessCreativity
  • qiora

    1998

    Making Women Beautiful from the Inside

    qiora

    quiora is skincare and makeup brand with a focus on how skin, body and mind are interconnected. It contains IP, a fragrance ingredient with relaxation effects. Wash, smell, supplement and deepen. In its steps, quiora works on all five senses and your mind for healthier skin.

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    • #HarmoniousHolistic
  • TSUBAKI

    2006

    Created for Japanese Women

    TSUBAKI

    A shampoo that makes beautiful hair for Japanese women. Casting 6 popular actresses and an original song, the TV commercial created hype at the product launch. It contains “High-purity Tsubaki Oil EX,” an advanced version of Tsubaki oil (camellia oil) which has been used on hair throughout history.

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    • #BoundlessCreativity
  • ULTIMUNE

    2014

    Strengthen the Skin’s Natural Powers of Defense

    ULTIMUNE

    From the high-stress nature of current society, Ultimune was born by combining many cutting-edge technologies with the idea that skin can be defended from the inside out. This research was perfected over the course of 20 years with more than 400 trials.

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    • #IngeniousFusion