Shiseido is a company that focuses on traditional Japanese beauty and makes it modern and creative. Learn more about the Shiseido makeup line below:

Shiseido’s Ideals

Corporate Mission
We aim to identify new, richer sources of value and use them to create beauty in the lives and culture of those we serve.

Criteria for Corporate Activity

1. We seek to bring joy to our customers
2. We are concerned with results, not procedures.
3. We share frankly with each other our real priorities.
4. We give free rein to our thought and boldly challenge conventional wisdom.
5. We act in the spirit of thankfulness.

Shiseido’s Ways

With our Customers-
Through the creation of true value and exceptional quality, we strive to help our customers realize their dreams of beauty, well-being and happiness.

With out Business Partners-
Joining forces with partners who share our aims, we act in a spirit of sincere cooperation and mutual assistance.

With our Shareholders-
We aim to win the support of our shareholders by retaining earnings for future investments and paying dividends which come from sound business results, and to uphold their trust throughout transparent management practice.

With our Employees-
The individuals who make up our work force- in all their diversity and creativity-are our most valuable corporate asset. We strive to promote their professional development and to evaluate them fairly. We recognize the importance of their personal satisfaction and well-being, and seek to grow together with them.

With our Society-
We respect and obey all laws in all regions in which we do business. Safety and preservation of the natural environment are our highest priorities. In cooperation with local communities and in harmony with international society, we call on our cultural resources in creating a global, beautiful cultured lifestyle.

Shiseido’s Beginnings

Shiseido was founded in 1872, four years after the Meiji Restoration. Arinobu Fukuhara, former head pharmacist to the Japanese navy, opened Japan's first private western style pharmacy on the Ginza, the cultural and fashion hub of Japan. Concerned with the poor quality of pharmaceuticals sold to the public, Arinobu opened the Shiseido Pharmacy to introduce western-style pharmaceuticals when herbal medicine was still mainstream. This avant-garde pharmacy, which was largely research and development oriented, grew to become one of Japan's oldest surviving companies.

The foundation of Shiseido laid over a century ago, its pioneering spirit that combines eastern aesthetics with western science and business technology, continues to live on today to serve as the underlying philosophy of Shiseido's corporate activities.

Traditional Japanese Beauty

With the 1970's, Shiseido again took a new turn in advertising creation. Most Japanese cosmetics companies used Eurasian models with western looks that were popular at the time. Shiseido, however, decided to use Sayoko Yamaguchi, a model with the look of a traditional Japanese doll, to promote eye makeup most suitable for Asian eyes. Using a model with a Japanese appearance helped boost the self-esteem of the Japanese woman.

To learn more about Shiseido and their makeup products visit www.shiseido.co.jp