Shiseido's DNA

Shiseido's DNA

Since its establishment in 1872, Shiseido has created various kinds of value as a cosmetics company originating from Japan through the provision of "beauty," its main business. The unique traditions and culture that Shiseido has cultivated over its long history are deeply rooted in the Company's DNA, representing strengths that will allow Shiseido to provide new value to society and realize sustainable growth going forward.

Japanese Aesthetics

Shiseido has cultivated its sense of beauty over its long history. As a cosmetics company originating in Japan, we have made this sense a unique strength among global companies with our belief in the importance of Japanese culture and traditions, and our ceaseless attention to detail.

Technology & Science

Shiseido constantly creates high-quality, highly functional, safe and innovative cosmetics and cutting–edge beauty solutions, supported by its industry-leading R&D and production technology capabilities.

Art & Design

Our ability to communicate the value and beauty we create is a major strength. This strength has driven advertising and design in Japan since we opened the Shiseido Design Department in 1916.

OMOTENASHI

Shiseido's approximately 20,000 beauty consultants worldwide work as beauty professionals, building close relationships with individual consumers. They aim to enrich both the external appearance and the hearts of consumers and convey the value of our brands.

Human Centric

Shiseido's businesses are human centric. This is reflected in our desire to be consumer-oriented in everything we do, including conveying value to consumers through our beauty consultants. Our belief in the importance of people as represented by consumers and our employees is the foundation on which we have formed our values.

History

1872

Japan's first private Western-style pharmacy established in Ginza, Tokyo, by Arinobu Fukuhara

1897

Advanced into the cosmetics industry.
Launched Eudermine, which used Western pharmacological technology that was state-of-the-art at the time

1916

Made cosmetics division independent,
and opened design department (predecessor of the current Creative Division) and testing room (predecessor of the current Research and Development Division)

1934

Promotional campaign by Miss Shiseido (predecessor of the current Shiseido beauty consultants)

VALUE CREATION OF THE SHISEIDO GROUP