Challenging the Unconscious Biases and
Prejudices that Limit Individual Beauty

As a cosmetics company that celebrates diversity in beauty, Shiseido launched a global project to dispel prejudices and stereotypes that impede people’s achievement of their desired beauty, that is, unconscious beauty biases (UBBs). In addition, we are committed to supporting the LGBTQ+ community and its allies^* inside and outside the company. This demonstrates our commitment to achieving a world where everyone can live their lives and celebrate each other’s beauty, regardless of gender, age, and nationality.

*Ally means “comrade, alliance” and refers to those who understand and support persons concerned

Launch of an Interactive Website and the SEE, SAY, DO Program for Corporations/Organizations

Brand SHISEIDO, which markets to 88 countries and regions, pursues the Sustainable Development Goals (SDGs) through the Sustainable Beauty Actions project. As part of this initiative, the brand developed the SEE, SAY, DO project^* in September 2022, aiming of building a society where everyone can be who they want to be. A special website was unveiled allowing users to experience UBB. Shiseido also developed the SEE, SAY, DO program for Japanese corporations and organizations to help them discuss UBBs. The program has been well-received because it is eye-opening and informative to know even seemingly harmless, casual remarks can perpetuate UBBs.

SEE，SAY，DO.

Partnering with ARROWS Inc., a developer-operator of SENSEI Note, Japan’s largest online information exchange platform for teachers, we developed complimentary educational material on unconscious biases and started providing it to teachers upon request in March 2023. Titled “For a World Where Everyone Can Be True, Beautiful Self,” the free program can be used during a moral education class to learn unconscious biases and stereotypes that interfere with the students or someone else from staying true to themselves. It facilitates proactive thinking and discussion on how to be who they want to be and feel alive and beautiful. In 2023, 16,875 students across Japan took the program.
In its second year, 2024, classes will begin in April, and the program is expected to enroll over more than 10,000 students nationwide.

*We conducted an online qualitative survey in ten countries worldwide (Australia, Brazil, China, France, Germany, Italy, Japan, Thailand, the United Arab Emirates, and the United States), collecting 5,000 personal experiences to shed light on UBB around the world before the project.

Click here for the SEE, SAY, DO. Project website

Click here for the SEE, SAY, DO. project press release（Japanese Only）

Supporting the LGBTQ+ Community

In Japan, highly skilled Social Area Leaders and Social Area Partners from Shiseido Japan, who are dedicated to working within their respective regions, are at the forefront of promoting support for LGBTQ+ communities in various areas.

In 2024, Shiseido participated in Pride events held in Tokyo, Gunma, Nagoya, Osaka, and Hiroshima. Alongside a total of 214 employee volunteers, we took part in parades and set up beauty experience booths, attracting 4,073 visitors.
In collaboration with domestic organizations, we conducted various activities, including a makeup advice workshop for sexual minorities with Pride Center Osaka, a "Discover Your True Self! Self-Production with Makeup" workshop for LGBTQ+ and allies with the Hiroshima Prefectural Sexual Minority Association, and a makeup workshop for transgender women with Rainbow Tokyo Kita Ward, which saw participation from 40 individuals.
Internationally, we also engaged in Pride events in New York and Germany, joining parades with our employee resource groups (ERGs) and brands.