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 19 consecutive years.^*2 It is available in Japan and some parts of Asia.