We pursue what no one else has done.
Through the power of diverse people and the power of beauty, we aim not only for business growth but also for
solving social challenges and contributing to a sustainable society where people can live happily.
Shiseido’s strengths are not limited to research and product excellence.
For many years, we have supported dignity and self-expression through the power of makeup. One of the origins of
this commitment is Shiseido Life Quality Makeup, which marks its 70th anniversary in
2026.
This initiative began in 1956, when Shiseido launched Japan’s first specialized makeup products for
people who had suffered burns in wartime, driven by a desire to offer even the slightest emotional support to
those
affected. Confronting changes in appearance is not simply a matter of beauty — it is deeply connected to
emotional
recovery and to rebuilding one’s relationship with society. Shiseido has long faced this reality.
Through the development of cosmetics that address profound skin concerns — such as birthmarks and
scars — and through the advancement of beauty techniques, we have demonstrated from both research and practice
that
beauty has the power to enrich the human spirit and bring joy and happiness to life.
Moreover, beyond outward appearance, we have worked to support the very act of expressing one’s individuality.
Through the power of beauty, we continue striving to realize the physical, emotional, and social fulfillment of
people facing a wide range of concerns and difficulties.
From Eudermine—Shiseido’s first lotion, created using the most advanced technology of its time with
the aspiration of achieving healthy, beautiful skin — to Japan’s first multi-shade face powder, Fukuhara Seven
Color
Face Powder, developed to suit different occasions and individual skin tones, distinguishing itself from
traditional
white powders. We also advocated “Successful Aging,” a new way of thinking about aging — that all people can
grow
older beautifully and richly in spirit.
As a company that has always stood beside people throughout their lives and continued believing in the power of
beauty, I believe Shiseido must remain an entity that creates value together with people and continues
delivering it
to society.
By drawing out each individual’s potential and uniting it as organizational strength, we will face both the
challenges before us and the long-term future with sincerity. I am convinced that this steady accumulation will
lead
to trust and growth as a company.
Our mission is:
“BEAUTY INNOVATIONS FOR A BETTER WORLD.”
Through the power of beauty, we move hearts, inspire lives, and connect people to a better world.
To realize this, Shiseido will continue refining its technologies, nurturing its people, and creating new
value.
Together with colleagues who share this aspiration, we will continue believing in the possibilities of beauty
and
moving forward into the future.
