Steering Toward Growth
CEO Kentaro Fujiwara on the Vision
Behind Shiseido’s Strategy Toward 2030

In our strategy toward 2030, we have redefined Shiseido’s strengths into three capabilities: the ability to create new value, the ability to deliver that value to society, and the power of people who bring the two together.

We have always seen people across the timeline of a lifetime — addressing skin concerns not as isolated points, but as continuous journeys. From this perspective, our expansion into the medical & derma field was a natural evolution.
One symbolic example of this approach is the SHISEIDO Bio-Performance line. In Japan, for example, we are strengthening partnerships with dermatologists to advance sensitive-skin science grounded in dermatology.
Rather than competing, we believe in co-creating value. That mindset is essential for the future.

We pursue what no one else has done.
Through the power of diverse people and the power of beauty, we aim not only for business growth but also for solving social challenges and contributing to a sustainable society where people can live happily.

Shiseido’s strengths are not limited to research and product excellence.
For many years, we have supported dignity and self-expression through the power of makeup. One of the origins of this commitment is Shiseido Life Quality Makeup, which marks its 70th anniversary in 2026.

This initiative began in 1956, when Shiseido launched Japan’s first specialized makeup products for people who had suffered burns in wartime, driven by a desire to offer even the slightest emotional support to those affected. Confronting changes in appearance is not simply a matter of beauty — it is deeply connected to emotional recovery and to rebuilding one’s relationship with society. Shiseido has long faced this reality.

Through the development of cosmetics that address profound skin concerns — such as birthmarks and scars — and through the advancement of beauty techniques, we have demonstrated from both research and practice that beauty has the power to enrich the human spirit and bring joy and happiness to life.
Moreover, beyond outward appearance, we have worked to support the very act of expressing one’s individuality. Through the power of beauty, we continue striving to realize the physical, emotional, and social fulfillment of people facing a wide range of concerns and difficulties.

From Eudermine—Shiseido’s first lotion, created using the most advanced technology of its time with the aspiration of achieving healthy, beautiful skin — to Japan’s first multi-shade face powder, Fukuhara Seven Color Face Powder, developed to suit different occasions and individual skin tones, distinguishing itself from traditional white powders. We also advocated “Successful Aging,” a new way of thinking about aging — that all people can grow older beautifully and richly in spirit.

As a company that has always stood beside people throughout their lives and continued believing in the power of beauty, I believe Shiseido must remain an entity that creates value together with people and continues delivering it to society.
By drawing out each individual’s potential and uniting it as organizational strength, we will face both the challenges before us and the long-term future with sincerity. I am convinced that this steady accumulation will lead to trust and growth as a company.