Beauty Innovation Model

Shiseido's Value Creation Model:
Realizing a Society Where Everyone Can Live Their Own Way

In 2019, Shiseido established a new corporate mission entitled “BEAUTY INNOVATIONS FOR A BETTER WORLD.” To realize this mission, we will provide beauty through our medium-to-long-term strategy VISION 2020, bringing happiness to people and instilling in them energy and confidence. In these ways, we will aim to realize a society where everyone can be themselves. In addition, we will strive to achieve sustainable growth by providing value to society and sharing the profits we generate with our stakeholders.

1. Our DNA

PEOPLE FIRST

For Shiseido, people are everything. Without employees, business partners and stakeholders, innovation would not be possible. We work closely with all of our people to develop and deliver new value to society and consumers around the world.
DIVERSITY

We believe that simply embracing diversity is no longer enough. We will go one step further and love the differences in everyone, combining unique values, personalities and ideas to continuously inspire innovation.
ART & SCIENCE

Ever since our founding, we have always blended art and science. Going forward, we will continue to adopt, adapt and fuse technology with creativity to inspire new and unique value.
JAPANESE AESTHETICS

We have been cultivating our sensitivity to beauty based on Japanese culture and tradition. It is a loving sensitivity to beauty that exists not only in the individual, but also in society and nature. We will continue to sharpen our unique Japanese aesthetics to ensure ever-evolving beauty innovations.
UNCOMPROMISING QUALITY

From R&D and production to marketing and sales, we promise to never compromise quality and always comply with our stringent internal standards and external regulations to earn the trust of consumers around the world.
OMOTENASHI

Omotenashi is the key to touching the hearts of consumers around the world. For every Shiseido employee – not only those in direct interaction with consumers – the spirit of omotenashi is ever-present.