OUR CREATORS
Behind these 70 years of activities are Shiseido employees
whose professional expertise has guided our efforts in many roles.
Here, we introduce the skills and spirit they continue to carry into the future.
Vol. 1 Meeting Every Customer with the Power of Beauty
Wakae Aoki
Makeup Consultant
The Moment a Face Softens into a Smile
Housed within Shiseido’s head office building is the Shiseido Life Quality Beauty Center, a specialist facility offering beauty consultation services for people with deep skin concerns. Operating by appointment only, the center provides personalized makeup advice to individuals facing a wide range of skin-related challenges.
Wakae Aoki, a makeup consultant who has been involved in this initiative for more than 20 years, works with customers at the center three days a week.
Aoki’s path to this work was shaped by Kimiko Oshiro*, who played a key role in the establishment of the Shiseido Life Quality Beauty Center. In 1997, while working as a hairstylist, Aoki enrolled in a hair and makeup school, where a pivotal encounter with Oshiro would set her on a new course. After joining Shiseido, Aoki honed her skills through commercial shoots and other projects, learning from Oshiro and many senior artists. Today, she contributes to society through her work as a makeup consultant.
“At the time, while Ms. Oshiro was working on makeup for photo shoots, she was also providing makeup advice to people with deep skin concerns who had been referred by medical institutions. I once accompanied her as part of my own training.
Ms. Oshiro’s technical skill was extraordinary. It felt as though she was carefully drawing out each person’s hopes for what makeup could do for them and translating those feelings into her technique. When the makeup was complete, the person looked into the mirror—and began to cry.
I was deeply moved. Since I was a student, I had wanted to work in a field that supports others, and in that moment, I knew that supporting people through the power of beauty was what I wanted to pursue.”
Being Yourself, Enriching Life, Through Makeup
At the Shiseido Life Quality Beauty Center, customers of all genders and ages visit with a wide range of concerns. What Aoki values most is approaching each customer with empathy to foster a sense of reassurance and trust. As she explains, many of them take time before deciding to seek a consultation, and some arrive feeling nervous.
“At the time of booking, we ask, as appropriate, about the reason for the consultation. During the visit, I look at the condition of the skin and discuss preferences for coverage and the desired finish. I then tailor the coverage method accordingly and offer advice so it can be easily recreated at home.
To help customers feel at ease, consultations take place in a private room where privacy is fully respected. If anyone finds it difficult to visit in person or lives far away, online consultations are also available.”
Finally, Aoki shared an experience with a customer that has stayed with her.
“There was a customer with a hemangioma who had asymmetry around the eyes. In preparation for her wedding, I introduced ways to cover areas with redness, along with eye makeup techniques.
Later, she sent me a letter with photographs from the wedding, showing how beautifully the makeup had been completed using the methods I had shared. I was truly happy.
I believe everyone has moments in life that are especially meaningful. Being able to offer support at such a moment is a great honor, and it also encourages me in my work. I hope to continue supporting people so that, through encountering Shiseido Life Quality Makeup, they feel able to be themselves.”
And today, Aoki continues to welcome each customer with a gentle smile.
*For more information about Kimiko Oshiro, visit the HISTORY section of this website.
＊This interview was conducted in December 2025.
Wakae Aoki
Since 2003, Aoki has worked as a dedicated makeup consultant for the social initiative Shiseido Life Quality Makeup, providing coverage makeup consultations for people with deep skin concerns.