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Oct. 27, 2020

Publisher: ShiseidoShiseido Japan


Culture / Sports

SHISEIDO launches Sustainable Beauty Actions,a global sustainability initiative in pursuit of a more beautiful world.

Shiseido Company, Limited (“Shiseido”), through its flagship brand SHISEIDO, has launched Sustainable Beauty Actions (SBAS). As part of the global initiative, SHISEIDO will implement a range of sustainability-focused activities and products to create social value unique to the beauty industry.

The SBAS initiative is built upon three key pillars unique to SHISEIDO: “MOTTAINAI” (recycle and reuse), HARMONY (with society and the environment) and EMPATHY (resonate with all). Based on these three pillars, SHISEIDO will act to help create a more sustainable, beautiful future.

To mark the launch of SBAS, SHISEIDO will install an all-new refill service at its Global Flagship Store in Ginza, Tokyo. Named the ULTIMUNE FOUNTAIN, refills will be available from November 19, 2020. In addition, the world’s first biodegradable lip palette, the AquaGel Lip Palette, will be available at the same location from November 1, 2020.

■ Sustainable Beauty Actions: The Three Pillars

1. MOTTAINAI – Beautiful Environment
In the spirit of respecting the beauty of all things, we will carry out environmental initiatives inspired by the unique Japanese concept of “MOTTAINAI”. This includes reusing, recycling, reducing and replacing with respect .
*“MOTTAINAI” is a Japanese word that expresses a sense of regret over waste and is a call for gratitude and respect. It is also a concept used by environmentalists to encourage people to reduce, reuse and recycle.

2. HARMONY – Beautiful Society We will nurture the beauty of society by engaging in community-focused activities in harmony with people and nature. Under the banner of the SHISEIDO BLUE PROJECT*, we will continue to protect and support the beaches we love, the oceans we depend on, and the skin we live in. In addition, we will ensure greater transparency with our new SAFE POLICY.
*The SHISEIDO BLUE PROJECT is an ocean protection initiative introduced by SHISEIDO in 2019. As part of the initiative, we engage in beach cleans, partnerships and other activities. For more information, please visit: https://brand.shiseido.co.jp/shiseidoblueproject

3. EMPATHY – Beautiful Individuals
Through the concept of #ALIVEwithBeauty, SHISEIDO strives to bring out the beauty of every individual, regardless of gender, age, nationality or any other personal attribute.
To ensure Diversity & Inclusion in every aspect of our brand, we respect the rights and freedom deserved by all, and we act with empathy to create a world where individual beauty can shine.

SHISEIDO introduces a new refill service inspired by the “MOTTAINAI” spirit of Japan.

Stage one of the SBAS initiative includes the launch of the ULTIMUNE FOUNTAIN, a new refill service for SHISEIDO’s iconic ULTIMUNE Power Infusing Concentrate N. Available from November 19, 2020 at the SHISEIDO GLOBAL FLAGSHIP STORE in Ginza, Tokyo.

Customers can bring their empty ULTIMUNE bottles, where they are cleaned in a sanitation-controlled environment before being refilled.

This new service is the culmination of Shiseido’s 100 years of skincare and material research, and is built upon the five Rs (Respect, Reduce, Reuse, Recycle, and Replace) to minimize environmental impact.

With the aim of achieving 100% sustainable packaging* by 2025, this is SHISEIDO’s first refill service in Japan.
*Plastic containers and packaging.

Introducing the world’s first*1 PHBH™ cosmetics container: AquaGel Lip Palette.
Available from November 1, 2020.

To protect the beauty of our Earth and find harmony with our oceans, SHISEIDO has developed the world’s first biodegradable polymer PHBH™ cosmetics container. Utilizing KANEKA CORPORATION’s 100% plant-derived polymer, the container is biodegradable even in sea water.*2

The AquaGel Lip Palette will be available in limited numbers at the SHISEIDO GLOBAL FLAGSHIP STORE from November 1, 2020.

*1A pioneering environmental innovation in the beauty industry: PHBH™ (a material certified for its marine biodegradability) is used as the product casing’s base material. “PHBH” is a trademark or registered trademark of KANEKA CORPORATION.

*2A KANEKA Biodegradable Polymer PHBH™: 100% plant-derived biopolymer originally developed by KANEKA, expected to have excellent biodegradability in a wide range of environments.

A limited-edition lip palette featuring five different colors and textures inspired by nature. Created with a commitment to ocean.

●Product Features
SHISEIDO AquaGel Lip Palette

Limited Edition
Lip Color
4 gram / 5 colors / 1 SKU
¥3,080 inc. tax

●Collaboration Artist: Niky Roehreke Niky is a German-Japanese artist born and raised in Tokyo. She now lives a nomadic life between Europe, Japan and the US. Alongside her commercial work, Niky sees art as a tool for social change and peaceful activism. She believes it is the most compelling way to address the urgency of our time and the growing need for a healthy planet.

Website: www.nikyniky.com
Instagram: @nikyroehreke

SHISEIDO AquaGel Lip Palette

Download Large Image[1329KB]


A dedicated SBA website was launched on October 15, 2020. The website is home to our Sustainable Beauty vision, and contains information regarding upcoming activities, products and events. It will also become a space for discussion and co-creation between SHISEIDO and our community – a space where consumer voices are heard and Sustainable Beauty can evolve and grow.

The hashtag #ShiseidoSBAS will be used online to drive discussion around Sustainable Beauty, beginning with SHISEIDO’s ambassadors and employees.


●SHISEIDO SBAS Campaign Film
To celebrate the launch of the SBAS initiative and increase awareness among consumers, SHISEIDO will release the SBAS campaign film on its social channels and the SBAS website on October 27, 2020.

SHISEIDO is a prestige brand that represents the Shiseido Group. SHISEIDO offers skincare, makeup, suncare and fragrance products in 88 countries and regions around the world. Through the brand concept of #ALIVEwithBeauty, SHISEIDO strives to bring out the beauty of every individual, regardless of gender, age, nationality or any other personal attribute.

*The content of the release is correct as of the time of release, but please note that it may in some cases differ from the latest information.