Shiseido is a Japanese cosmetic brand which apart from being one of the most recognized, it is also one of the oldest and most established. The company is the fourth largest in the cosmetics segment and was established by Arinobu Fukuhara who was the former head pharmacist to the Japanese Imperial Navy at that time. In 1872, he set up the Shiseido Pharmacy which he would then expand his business into the F &B service.

The name Shiseido actually means ‘Praise the virtues of the earth which nurtures new life and brings forth significant values’ and was the pioneer in the developing of the softening lotion known as Eudermine, an ingredient which is still very much in use today by the company and its products. In Japan where white face powder was very common among the women during that time, Shiseido would head out to introduce a 7 colour face powder product called Rainbow Face Powder in 1917. From a humble beginning, today, Shiseido has more than 25,000 outlets.

It would then expand its business to Taiwan, Singapore and then to Hong Kong in 1957 and by 1965, Shiseido Cosmetics America would be formed. 3 years after that, Shiseido would be established in Europe. It was also the first company to use non-animal sources to produce the sodium hyaluraonate. Today it carries the Elixir Superieu, Aqua Lable skincare, Uno for men, Cle de Peau makeup and many other brands.

One of the flagship products from Shiseido is the ‘Bio-Performance’ range where its eye cream is known to be one of the most popular lines in this segment. The cream is known for its ability in preventing dark circles and fine lines around the eyes. The anti-aging cream also includes the Bio-Performance Advanced Super Revitalizer and the Advanced Super Restoring Cream products respectively. This is the product which benefited from the sodium hyaluronate which was used and pioneered by Shiseido. Its other notable and popular products include ‘Benefiance’ which was made for the mature and drier skins while the company also produce the ‘Skincare’ range targeted for all skin types in most age groups.


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