Marking 30 Years of Innovation: Perfect Cover’s Complete Renewal for Seamless and Natural-Looking Coverage

Shiseido Company, Limited (“Shiseido”) continues to advance its social activity initiative, Shiseido Life Quality Makeup, which harnesses the power of beauty to support individuals with deep skin concerns such as birthmarks, vitiligo, and visible changes caused by illness or medical treatments. The dedicated product series, Perfect Cover, is expertly designed to address such skin conditions, including birthmarks, vitiligo, burn marks, scars, and changes to skin tone from cancer treatment. In 2025, to mark the brand’s 30th anniversary, the entire product line is undergoing a comprehensive renewal. The updated products will debut internationally on February 1, followed by their launch in Japan on February 21, where they will be available at authorized retailers, department stores, Shiseido’s official online store, and partnered medical institutions. Currently available in the countries and regions of Japan, China, Singapore, and Taiwan, Perfect Cover is set to expand to France this spring. Shiseido remains committed to expanding the reach of Shiseido Life Quality Makeup, leading efforts to build a society where everyone feels empowered to live as their true self.

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Overview of the Perfect Cover Renewal

The Perfect Cover series was first introduced in September 1995 through collaborative research with medical institutions to provide makeup solutions combining high coverage with a natural finish for individuals concerned with blue discoloration (e.g., Ota nevus), red discoloration (e.g., hemangiomas), and dark spots. The lineup has since expanded with advancements in technology to address additional concerns, including vitiligo and uneven surfaces such as scars and burn marks. Among visible changes associated with cancer treatment, ”skin discoloration” (e.g., darkening and brownish tones, including increased dark spots) is reported* as the second most significant concern after ”hair loss.” Perfect Cover effectively addresses these needs and earns positive feedback from customers for its exceptional coverage and long-lasting performance.

With this renewal, Shiseido has further enhanced the functionality of all Perfect Cover products while adhering to the company’s sustainable product development guidelines. The shade range has also been expanded to reflect the diverse skin tones of a global audience.

*An online survey by Shiseido on awareness and actual conditions of changes in appearance associated with cancer treatment (May–June 2022, May–June 2023). Conducted in the US, China, Germany, France, Japan, Malaysia, Singapore, South Korea, Thailand, and Vietnam. Survey subjects: Men and women living with cancer, ages 20s-50s. Number of valid respondents: 1,650 per country/region, consisting of 1,100 women and 550 men.

＜Key Renewal Points＞
The renewed lineup enhances the products’ core features: exceptional coverage and long-lasting performance. Furthermore, all foundation and loose powder shades have been updated to meet the diverse skin tones of the global audience.
 Foundation MC n Basic Color now offers up to 16 shades, addressing a wide range of skin tone-related concerns (the number of shades available varies by country/region); it features SPF35, PA+++ (previously SPF30, PA+++).
 Foundation MC n Control Color, available in two shades, is designed to achieve a more natural-looking finish for deep discoloration with strong contrast, meeting diverse coverage needs.
- Foundation VC n, specialized for vitiligo, now includes a shade for deep skin tones, expanding to a total of two shades (previously one); it features SPF25, PA++* (previously SPF18, PA++).
*Only for Shade Number 1
- Loose Powder n introduces a shade for deep skin tones, expanding to a total of two shades (previously one). Additionally, its long-lasting performance has been enhanced, with wear data now confirmed for 12 hours** (previously 8 hours).　**Clinically tested on 33 women
- Cleansing Oil n has been improved for easier and more thorough removal of Perfect Cover foundations, offering enhanced cleansing properties for effortless makeup removal.

About Shiseido Life Quality Makeup

Since its founding in 1872, Shiseido has leveraged decades of research to support people of all ages, health conditions, and abilities in finding the strength to let their true selves shine through the power of beauty.

Shiseido Life Quality Makeup is one of the company’s most iconic social initiatives, with a history spanning nearly 70 years. It began in 1956 with the launch of Japan’s first cover makeup product, Shiseido Spots Cover, developed to assist people suffering from burn scars sustained during wartime. Over the years, the initiative has evolved to include the development of dedicated products such as Perfect Cover, research into changes to appearance associated with cancer treatment, and the creation and dissemination of beauty information aimed at improving quality of life.

The Shiseido Life Quality Beauty Centers serve as the hub for these activities, offering personalized consultations tailored to individual beauty needs in a private, comfortable setting. Consultations are available both in person and online.

Key visual

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Designed for a wide range of uneven skin tones and surface conditions.

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Personalized consultation

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The Power of Beauty: Perspectives from Medical Professionals
Makeup: Helping You Stay True to Yourself When It Counts

Hiroyasu Kanetaka, Ph.D.
Professor, Division of Interdisciplinary Co-Creation,
Liaison Center for Innovative Dentistry, Graduate School of Dentistry, Tohoku University

For about 20 years, I have been researching the impact of appearance care on quality of life while treating cleft lip and palate, a key focus of my work in the dental and oral field, in collaboration with Shiseido’s beauty specialists. Currently, I am working with experts in plastic surgery and clinical psychology to explore its psychological effects on patients.

Appearance care serves as essential psychological support for people living with conditions such as cleft lip and palate, angioma, vitiligo, burns, and surgical scars. Many wish to cover their visible conditions, but they also require psychological care to help them accept their current state. Whether to wear makeup or embrace their natural look is a personal decision, but having this choice provides confidence and reassurance.

Research has evaluated patients' self-esteem before and after makeup application, confirming that self-esteem improves following the application. Adolescent patients often face complex emotions in school and daily life, but psychological metrics indicate that appearance care can alleviate anxiety about their physical features. Additionally, conversations with beauty specialists during treatment provide patients with a valuable space to share concerns that may be difficult to discuss with doctors, nurses, or family members, highlighting makeup as a tool for fostering emotional expression and communication.

I believe makeup has the potential to be a method of powerful psychological support, empowering individuals to live in a way that feels true to themselves.

The Power of Beauty: Perspectives from Medical Professionals
Living with Cancer: Inspiring Hope Through Appearance Care

Atsuko Kitano, M.D., Ph.D.
Assistant Chief Director, Department of Medical Oncology,
St. Luke's International Hospital

As a specialist in chemotherapy, I focus on survivorship care* for people with breast cancer. Many people struggle with the decline of quality-of-life due to visible changes like hair loss, including scalp hair and eyebrows, and concerns related to skin tone such as pigmentation and loss of a healthy complexion. In my practice, I have seen people living with cancer regain their confidence and smiles through makeup and appearance care. This is especially significant for those who often feel overwhelmed with recurrent cancer and neglect their appearance during treatment. Introducing appearance care can spark a positive mindset, offering renewed hope and dignity. It supports reintegration into society and enhances people’s quality of life after treatment, empowering them to embrace life as their authentic selves.

Our hospital has been offering a unique appearance care program, Beauty Ring, for over ten years. Since 2023, the inclusion of appearance care in the national Basic Plan to Promote Cancer Control has helped expand support within medical settings. Collaboration with businesses, such as beauty professionals, and broader societal engagement are essential. Flexible consultation options, such as online or in-person, group or individual, make appearance care more accessible and supportive.

A joint study with Shiseido verified that people with breast cancer experienced improvements in subjective satisfaction with skin and makeup, improved skin condition, reduced negative emotions, and increased self-efficacy through online appearance care consultations.

It is my earnest desire to improve the quality of life for people living with cancer by addressing each individual’s concerns and providing appropriate care.

*Survivorship care: A concept that emphasizes providing compassionate support and solutions to address the physical, psychological, and social challenges faced by individuals diagnosed with cancer.