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 October 2023, Shiseido Japan’s highly skilled team of Social Area Leaders and Partners participated in Rainbow Festa! 2023 in Ogimachi Park, Osaka, to exhibit a Beauty Experience to Find Your Ideal Self, a beauty experience booth for local residents and all other visitors. Seventy-two Shiseido employee volunteers also participated in the event, and 808 visitors to the Shiseido booth experienced skincare based on skin analysis and learned about self-expression using suitable colors and drawing the eyebrows they desired.

In March 2024, the team held a makeup workshop for sexual minorities at the Pride Center Osaka. Fifteen participants attended the session, where Shiseido Japan’s Personal Beauty Partners taught basic makeup and skincare techniques through lectures and hands-on practice.

In April 2024, Shiseido sponsored the Tokyo Rainbow Pride event at Yoyogi Park as a silver sponsor. Our employee volunteers presented our initiatives for the LGBTQ+ community at the booth. Approximately 80 Shiseido employees, both LGBTQ+ individuals and allies, marched together from Shibuya to Harajuku in the parade.

Also in April, Shiseido Japan’s Social Area Leaders and Partners teamed up with the Hiroshima Sexual Minority Association to host a workshop titled Discover Your True Self! Self-Expression Through Makeup for LGBTQ+ individuals and allies.

In May, the same team, joined by Shiseido employee volunteers, participated in the Hiroshima Rainbow Parade held as a part of the Grand Flower Parade during the 2024 Hiroshima Flower Festival in Hiroshima.