Evolution of Shiseido

THE SHISEIDO PHILOSOPHY Value Creation Process Diverse Professionals Beauty Innovation

THE SHISEIDO PHILOSOPHY Value Creation Process Diverse Professionals Beauty Innovation

Evolution of Shiseido

Value creation at Shiseido centers around two important business resources:
diverse professionals and beauty innovation.
These resources have never ceased evolving throughout our history and are indispensable sources of our value creation
as well as value drivers for further growth.

1872

Shiseido is founded

1910s～30s

Established the foundation of the business

1950s～

Established bases in each global region

A global matrix management system launched cross-matching six regions and brand categories

Improved profitability
Focused on Skin Beauty
Rebuilt Business Foundation

1980s～

Improved the working environment to suit the active participation of female employees as well as their diverse working styles

1993～

Job Challenge -in-house recruitment system introduced

PEOPLE FIRST positioned as a key strategy
English becomes the official language at Global Headquarters
Ratio of female managers in Japan reached 30%

Strengthened investment in people
Expanded D&I to society

1916～

Established the foundation of research system

1948～

Cosmetics development incorporating the realm of modern science

1960s～

Focused on physical chemistry, dermatology, and hair research

1976～

Research achievements won worldwide acclaims

1989～

Supported the establishment of the Cutaneous Biology Research Center (CBRC) founded by Massachusetts General Hospital and Harvard Medical School in Boston

2002～

Established Shiseido China Research Center Co., Ltd. (China Innovation Center) in Beijing

Strengthened Beauty Wellness domain
Enhanced use of digital and AI

Established our R&D philosophy “DYNAMIC HARMONY”
Reorganized R&D structure

2014

Masahiko Uotani joined Shiseido as the first CEO appointed directly to the position from outside the company
Launched Medium-to-long-term strategy VISION 2020