The Shiseido Philosophy

In our quest to become the most trusted beauty company in the world
and remain vital for the next 100 years and beyond,
The Shiseido Philosophy is our guiding light.
For each and every member of the global Shiseido family, it is at the heart of everything we do.

The Shiseido Philosophy consists of three elements:

• 1. Our Mission - the reason we exist.
• 2. Vision - our medium to long term aspirations.
• 3. The Shiseido Way - the mindset and actions that shape how we work.

By connecting with people, we pursue, create,
and share new beauty, enriching everyone's lives

We are a company that connects with the world through beauty.
As people who love and believe in beauty,
we discover value that lies ahead, still out of sight, sharing it to enrich people's lives.
This aspiration is at the heart of our vision—more vital than ever as we shape the future.

Vision Slogan

We believe that there is beauty, throughout the course of every life, in every individual's lifestyle.
This slogan expresses our commitment to discovering new ways to create enchanting beauty and sharing it,
for every moment, for every life, around the world.

Our people believe in beauty and engage with everyone to share exceptional, enduring value with the world,
even in challenging times. This mindset and these actions live in each of us at Shiseido.
It is the path we have forged for more than 150 years—and the path we will continue to walk into the future, defining who we are.

• Our Foundation

  Inspired by nature, attentive to everyone

  Our company derives its name from banbutsu-shisei*. We have always been inspired by the power of nature's splendid blessings and engaged with people's lives to continually generate new value throughout our history.
  In order to realize our ideals, we examine the greater world, strive to make our customers happy, and respect and support everyone we work with. We always act with integrity, in the spirit of omotenashi.
  Who and what are you attentive to in your work?

  ＊banbutsu-shisei : Praise the virtues of the Earth, which nurtures new life and brings forth significant value.

• Our Work

  Let the product speak for itself

  Our products are not limited to tangible objects.
  Our work is our product, and it must be of exceptional, enduring value, shaped by a refined aesthetic and sincerity.
  We never compromise on quality.
  Does your work have exceptional, enduring value?

• Our Evolving Style

  Keep changing to remain true to ourselves

  We are not an organization that simply repeats our past successes.
  Our way is to break through whatever may be beautiful but routine, choosing innovation instead.
  We are a living organism, taking risks and constantly renewing itself, driven to share new value with the world, committed to our belief in beauty.
  What have you made new in your work today?

• Our Approach

  Appreciate dilemmas while rising to achieve brilliance

  Anything good has multiple dimensions.
  It may be easy to cling to certainty, but this often yields limited results.
  This is why we welcome dilemmas. We have always elegantly integrated seemingly contradictory ideas such as East and West, Art and Science, and social responsibility and economic value to generate new value.
  What dilemmas do you appreciate in your work?

• Our Belief in Beauty

  Richness in everything

  We believe richness is an abundant heart.
  That richness must be present, not only in the value we create, but in how we approach our lives.
  Trust your heart. Reserve space for careful consideration. This is what it means to always pursue beauty.
  Do you embrace the richness in yourself?

How will you pass on our legacy