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. 2 The Power of Coverage, Bringing a Sense of Ease
Kaori Muraki / Hiroko Tanaka / Emiko Shiota
Perfect Cover Product Development Team
A Brand Guided by the Needs People Choose to Cover
For Kaori Muraki, who has been involved in product development for Perfect Cover since 2020, the complete renewal of the lineup in February 2025 marked a major challenge.
She reflects, “Perfect Cover is known for its exceptional coverage. However, developing shades for global rollout in high-coverage foundations required careful verification of coverage performance across a wide range of skin tones, varying in both lightness and hue. In response, we conducted user testing in Japan and overseas with people representing diverse skin tones and concerns. Colorimetric analysis was carried out by measuring three elements: the color of the area of concern, the surrounding skin tone, and the color of the skin after coverage with foundation. Through this process, we were able to achieve a shade assortment that blends naturally across many skin tones.”
She then shares her thoughts on Perfect Cover.
“Perfect Cover is a brand that supports people in being themselves—by covering what they choose to cover. Today, expressions of beauty are diverse, and for some people, birthmarks or vitiligo are embraced as part of their individuality. Whether someone chooses to cover or not, we want to remain a brand that stands by them and respects that choice. When they do choose to cover, we hope they feel satisfied with the product’s performance, finish, and lasting wear.”
Developed to Reach People with Concerns, Worldwide
At the Global Innovation Center, Hiroko Tanaka, who oversees research and development, speaks about the challenges involved in renewing Perfect Cover.
“Products developed for global rollout must meet regulatory requirements in every country and region where they are launched. At the same time, expectations around the environmental impact of raw materials and packaging continue to rise. Perfect Cover foundations are defined by their high coverage performance. Maintaining—and further enhancing—that performance while keeping pace with rapidly evolving regulations was therefore a significant challenge from an R&D perspective.”
Packaging Designed to Resonate with the User
Cosmetic packaging is an important element of the user experience. Emiko Shiota, Creative Director responsible for package design for Perfect Cover, shares her perspective.
“Perfect Cover is a brand for all genders and ages. The packaging is designed in simple, warm tones, so the makeup experience brings a sense of calm and gentle reassurance to every user. The oval shape used in the Perfect Cover logo is inspired by the organic curves found in nature, such as pebbles and water droplets, and represents the diversity that makes each one of us unique.”
Looking ahead, the Perfect Cover product development team will continue to take on the challenge of creating value that only Perfect Cover can offer—by remaining grounded in the needs of people with deep skin concerns.
*For more information about Perfect Cover, visit the HISTORY section of this website.
＊This interview was conducted in January 2026.
Kaori Muraki
Muraki works in social marketing as a brand holder for Perfect Cover, leading product development and PR. She also oversees content planning and direction for the special website 70 years JOURNEY.
Hiroko Tanaka
Tanaka oversees research and development for Perfect Cover, working to develop product information that clearly communicates new value to customers.
Emiko Shiota
Shiota is a package designer for Perfect Cover, leading initiatives under the SHISEIDO Universal Beauty Design Project to create safe and comfortable packaging that feels beautiful in every usage scene.
