Shiseido’s iconic brightening*1 expert brand was established in 2005. HAKU continues to evolve as a highly functional brand incorporating the latest research on brightening and supporting customers’ wishes to secure a bright future. Shortly after its launch, HAKU rose to the No.1 spot in sales in the brightening serum market, a position it has been maintaining for 18 consecutive years.*2 It is available in Japan and some parts of Asia.
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