Empowering People Through the Power of Beauty

Beauty has the power to do more than enhance appearance. It can bring positive changes to people’s minds and support their connections with society. Since its founding, we have remained close to consumers through its beauty business, while drawing on continued research and technological developments to scientifically demonstrate how beauty can enrich minds, spark joy, and bring happiness to life. Based on these findings, we position harnessing the power of beauty to encourage people to fulfill their potential and participate in society as our unique initiative—one that creates both social value and business value. We have established this as one of our strategic actions: “Empowering People Through the Power of Beauty.”
The foundation of this approach lies in the achievements we have built within the company. Through initiatives supporting the employment and advancement of employees with disabilities, as well as policies and awareness raising activities related to LGBTQ+ inclusion, we have worked toward enhancing each employee’s DE&I literacy. By fostering an environment where diverse employees can draw on their experiences and strengths to thrive, we seek to expand the potential of beauty and create business value. This strengthened organizational capability supports our ability to communicate with society through brand activities.
The knowledge and practices cultivated within the company are extended to society through our corporate initiatives and brand activities. We carry out initiatives for diverse groups of people who may face concerns or challenges related to their appearance, including people with illnesses or disabilities, people of all generations from children to elderly people, and the LGBTQ+ community. These efforts are centered on “Cultivating Self-Efficacy Through the Power of Beauty” and “Challenging Unconscious Biases and Prejudices.”
Through collaborations with partners such as medical institutions, support organizations, and local governments, we strive to create opportunities for each person to positively express who they are and participate more actively in society, while helping foster a more inclusive society across the industry. By continuing to leverage the power of beauty across these initiatives, we aim to support 1 million people by 2030.

Strategic Actions and Medium-Term Targets

Shiseido Group in Japan is actively engaged in hiring and supporting individuals with disabilities, with approximately 350 employees with diverse disabilities currently utilizing their unique experiences and strengths in the workplace. HANATSUBAKI FACTORY, a special subsidiary of Shiseido Group with nine branch offices nationwide including offices in Tokyo and Osaka, primarily employs individuals with intellectual disabilities.
We have established “Serious Expectations” as a core employment policy. By enhancing both tangible and intangible aspects of our workplace, such as providing support tools and equipment tailored to individual needs and maintaining a flexible environment, many of our employees with disabilities work under the same employment status and compensation structure as those without disabilities.
We have been actively expanding front-line work opportunities for people with disabilities. People who are blind or have a low vision have been working as sales representatives carrying out remote sales activities at online stores since 2022. This initiative stemmed from the desire of an employee with visual impairments, who believed there should be greater opportunities for people who are blind or have low vision to thrive within corporations.
In 2025, we welcomed Personal Beauty Partners who use sign language as their first language. They provide beauty counseling for consumers with hearing impairments through our free-of-charge online consultation service and share beauty information using sign language. In September 2025, we hosted a “Sign Language Career Exchange,” collaborating with two other companies that offer customer service in sign language, to gain insights into service development and career building for the individuals involved.
Furthermore, we joined The Valuable 500, a global networking group that has advocated for the employment of people with disabilities since 2021. We also participated in SYNC25, the world’s first accountability summit on the inclusion of people with disabilities organized by the Valuable 500 in Tokyo. We continue to champion the inclusion of people with disabilities in its beauty business through recruitment and the provision of services.

Since 2017, Shiseido Group has participated in the LAVENDER RING project to support people living with cancer, pursuing a society where individuals can live with a smile, even while facing cancer. We lead the MAKEUP & PHOTOS WITH SMILES initiative, encouraging people to live their own lives after cancer and supporting their reintegration into society through hair and makeup services, as well as portrait photography. This initiative has been introduced to seven countries and regions, including Japan, Mainland China, Malaysia, the Philippines, Singapore, Taiwan, and Thailand. In Taiwan in 2025, the event was held in collaboration with renowned makeup artists. Working with medical institutions and patient groups, we have held 42 MAKEUP & PHOTOS WITH SMILES events to date, welcoming over 1,190 groups of people living with cancer.^*

• *As of the end of December 2025 (including online events)

Playing a key role in bringing the power of beauty to society, 7 Social Area Leaders and 40 Social Area Partners from Shiseido Japan work exclusively on social initiatives (as of January 2026). These specialists are equipped with the knowledge and skills necessary for social contribution engagement and take the lead in designing and carrying out tailored initiatives that respond to local characteristics and specific challenges. In 2025, they contributed to a cumulative total of 2,524 activities, 39% of which were newly developed, thereby strengthening their role as drivers of local community engagement. Examples of their work include cosmetic therapy seminars for older people, appearance care seminars for people undergoing cancer treatment, Shiseido Guide Makeup seminars for people who are blind or have low vision, and personal appearance hands-on sessions for students and new professionals. Through these activities, they help foster positive social participation among a diverse range of individuals.

Japan is experiencing the highest rate of population aging in the world, with its aging rate^*1 now^*2 at 29.4%. Japan's Ministry of Health, Labour and Welfare issued guidelines to promote the healthy lifestyles of residents in local communities, and this inspired the creation of support structures for older people and people living with cancer nationwide.

Shiseido Japan supports this initiative by reinforcing partnerships with local governments, support groups, medical institutions, and retail partners in different regions of Japan to enrich the social lives of older people. Together, we offer beauty workshops for older people designed to promote a healthy life expectancy. In 2025, Shiseido Japan entered into a partnership agreement with the City of Yokohama on preventive care initiatives. Through the rollout of Shiseido Beauty Seminars, which aim to maintain and improve physical and mental function as well as quality of life through the act of applying cosmetics, we promote social participation among older people.

• *1：The aging rate is the proportion of a society's population that comprises persons aged 65 or older.
• *2：Based on data published in 2025 by Japan's Ministry of Internal Affairs and Communications

Shiseido Japan offers a service for the deaf and hard of hearing on its free beauty consultation platform, Online Beauty. The service enables them to receive beauty consultations more easily through online sessions tailored to their preferred communication method, whether that be sign language, lip reading, or chat. We will continue improving upon it by incorporating user feedback.

At Shiseido Japan, Guide Makeup—our original method designed to help people who are blind or have low vision to apply makeup independently—is part of the Shiseido Life Quality Beauty Seminar. It involves using one’s own hands and fingertips as tactile guidelines on the face, following them to apply everything from skincare to detailed color makeup. In December 2025, Shiseido Company, Limited and Shiseido Japan released a leaflet titled Guide Makeup for People Who Are Blind or Have Low Vision, offering an easy-to-follow guide on the method. The program has also been expanded to online workshops for people with vision-related needs.Reaching out to individuals with diverse support needs, including those associated with intellectual and developmental conditions, we advocate for a society where everyone can express themselves and live authentically through the power of beauty.

Please download and view details of the “Shiseido Guide Makeup for People Who Are Blind or Have Low Vision” from the link below. For better accessibility, we recommend viewing the PDF with Adobe Acrobat.

Shiseido Guide Makeup for People Who Are Blind or Have Low Vision［PDF：529KB］

In Japan, highly skilled Social Area Leaders and Social Area Partners from Shiseido Japan are at the forefront of promoting support for LGBTQ+ communities in their respective regions.
During 2026, we are participating in Pride events across Japan, in Sapporo, Tokyo, Nagoya, Osaka, Kyoto, Okayama, Hiroshima, and Fukuoka. Alongside employee volunteers, we are taking part in parades and setting up beauty experience booths. At Tokyo Pride 2026, held in June, more than 2,000 participants visited the Shiseido booth, where beauty consultations in sign language were offered as one of several experiences designed to welcome visitors from diverse backgrounds.
Internationally, we also engaged in Pride events in Cologne, New York, and Taipei, joining parades with our employee resource groups and brands.

In June 2025, we released Expressing Your True Colors: A Makeup Guide for Transgender Women and Non-Binary Individuals to address makeup-related concerns among transgender women and non-binary individuals and support them in enjoying their personal expression of beauty.
In developing this makeup guide, we conducted in-depth surveys and interviews with transgender women and non-binary individuals in cooperation with the LGBTQ+ support organization Nijiiro Diversity. Hair and makeup artists from the Shiseido Beauty Creation Center supervised the content. This guide is particularly aimed at those who are new to makeup, introducing techniques for understanding one’s facial features and responding to individual makeup needs, such as preparing the skin and applying makeup to the eyebrows, eyes, and lips. Using this guide as a foundation, Social Area Leaders held a hands-on makeup where participants practiced makeup techniques and learned tips for creating a look that feels true to them. From the creation of the booklet to the workshop itself, this initiative is rooted in the voices of transgender women and non-binary individuals.