HAKU, Shiseido’s flagship expert brand in brightening^*1 was established in 2005.
As a high-performance brand rooted in cutting-edge whitening research, it has recently been focusing on the growing field of cosmetics medicine, continually pursuing innovations in spot prevention science.
Through daily skincare, the active brightening ingredients target the root causes of spots with the aim of suppressing melanin production and preventing the formation of spots and freckles, thereby empowering users to drop any concerns about developing new spots.
Since its launch, this brand has kept the No.1 sales position in the brightening serum market for 20 consecutive years^*2 and is available in Japan as well as select countries and regions across Asia.