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. 3 Hair and Makeup Artists at the Heart of Our Social Initiatives
Yoshiko Jinguji / Chihiro Toyoda
Hair and Makeup Artists
Staying with Appearance Care Through Hair and Makeup
Kimiko Oshiro*, who had been active since the 1970s as a hair and makeup artist working on projects such as the Paris collections, played a pivotal role in the development of Shiseido Life Quality Makeup, the birth of Perfect Cover, and the establishment of the Shiseido Life Quality Beauty Center. That spirit continues to be carried forward today, with many hair and makeup artists engaged in social initiatives.
At the Shiseido Beauty Creation Center**, Yoshiko Jinguji is a hair and makeup artist with more than 20 years of experience across a wide range of creative projects, including advertising. She is also Executive Beauty Director at Shiseido Beauty Salon, where she works with customers as a hairstylist.
In addition, on the fourth Monday of every month, she provides hair and wig consultations at the Shiseido Life Quality Beauty Center for people experiencing hair-related concerns due to cancer treatment, illness, or injury.
In recent years, she has made appearance care through hair and makeup her life’s work and, alongside this focus, contributes to the sharing of beauty-related information and the development of wigs.
“Hair and makeup work for advertising demands creativity and sensitivity. At the Shiseido Life Quality Beauty Center and in the salon, staying close to customers’ needs and working directly with their hair and skin continues to refine my skills and intuition. In the past, a supervisor of mine was diagnosed with cancer and asked me to style a wig for her. Seeing how happy she was afterward became a turning point. I realized then that nothing brings me greater joy than helping someone smile through my skills and experience. Through well-rounded proposals that include not only makeup but also hair—my particular strength—I hope to continue work rooted in care for people’s appearance-related concerns.”
Reaching More People, One Smile at a Time
Since 2024, Chihiro Toyoda has been closely involved in Shiseido Life Quality Makeup. After joining Shiseido as a Personal Beauty Partner (beauty consultant), she went on to become a Top Makeup Creator (in-store makeup artist) at department stores across Japan, before transitioning into a career as a hair and makeup artist.
Today, alongside her creative makeup work and involvement in product development for makeup brands, she also participates as a lecturer in seminars held throughout Japan for retailers carrying Perfect Cover, which was renewed in 2025. Through these sessions, she offers hands-on instruction in foundation shade selection and application techniques, focusing her efforts on supporting wider adoption of the brand.
“I feel proud to be part of the work of Shiseido Life Quality Makeup. In makeup sessions, I value creating an atmosphere where people feel comfortable talking, as well as maintaining the right level of closeness that helps them feel at ease. At one seminar for retailers, I shared a few simple tips on how to use Perfect Cover, and a participant told me, ‘I can recommend this with confidence.’ Hearing that made me truly glad to have taken part. I hope to continue sharing this initiative with more people and, through Shiseido Life Quality Makeup, bring smiles to as many as possible.”
*For more information about Kimiko Oshiro, visit the HISTORY section of this website.
**At the Beauty Creation Center, Shiseido Group employs about 40 hair & makeup artists, who create new beauty by spreading cutting-edge trend information around the world by providing hair and makeup for advertising campaigns and fashion shows held in cities like Paris, New York, and Tokyo, creating colors for makeup products, and researching beauty trends.
＊This interview was conducted in January 2026.
