Shiseido- The World’s Oldest Cosmetics Brand

JAPANESE BEAUTY BRANDS 101: SHISEIDO

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Brand History

There is no doubt that Shiseido is the most iconic Japanese cosmetic and skincare brand. Known  around the world for it’s cutting edge technology in the world of skincare, especially in at the areas of anti-aging and sun-protection, but what many people don’t know is that Shiseido, is in fact, the oldest cosmetics company in the world (Shiseido.com). Shiseido began in 1872 in Tokyo’s famous Ginza district, in the form of Japan’s first western-style pharmacy. The brands creator, Arinobu Fukuhara, studied western pharmacology and saw the opportunity to bring western style products to the Japanese market. Today, Shiseido is one of only two Japanese beauty brands that appear in the global top 10 cosmetic brands rankings (the other is drugstore brand Biore).

What is Shiseido famous for? 

Blending eastern aesthetics and western science. Shiseido is a high-end premium brand, with a strong focus on technology and research.

Shiseido Product Range

Shiseido has an extremely large product offering covering skincare, sun protection, colour cosmetics, body care, hair care and fragrance. In Japan Shiseido also has many different sub-brands such as Maquillage and Elixir that are found at drugstores.

5 Must Try Shiseido Products

Shiseido Benefiance Retinol Eye Mask
Benefiance WrinkleResist 24 Pure Retinol Eye Mask
Bioperformance Super Revitalising Cream
Shiseido Ultimune Power Infusing Concentrate
Ultimune Power Infusing Concentrate
Shiseido Wetforce Lotion 50+
Ultimate Sun Protection Lotion- Wetforce 50+
Shiseido Laquer Rouge Lipstick
Laquer Rouge Lipstick

Where to buy Shiseido in Tokyo

Shiseido The Ginza

For the ultimate Shiseido experience,  visit their flagship beauty store in Ginza. Shiseido- The Ginza has three levels, dedicated to the full range of Shiseido cosmetics, skincare and haircare, as well as a treatment spa, hair salon, and skincare and makeup lessons from aestheticians trained at the Shiseido Hair and Makeup school.

All Japanese Department Stores such as Daimaru, Mitsukoshi, Matsuya, Isetan and Tokyu.

Shiseido Specialty Stores

High-end drugstores like Koyasu Pharmacy (Hiroo)

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