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The Shiseido Philosophy

In our quest to become the most trusted beauty company in the world and remain vital for the next 100 years and beyond, The new Shiseido Philosophy is our guiding light. For each and every member of the global Shiseido family, The new Shiseido Philosophy is at the heart of everything we do as we strive to be a global winner with our heritage.

  • The Shiseido Philosophy is built upon Our Mission, DNA and Principles.
  • 1. Our Mission defines our purpose.
  • 2. Our DNA embodies our unique heritage of over 140 years.
  • 3. Our Principles serve as the working principles we live by.

Our Mission

Our Mission defines our purpose and our commitment to people, society and the environment. For every Shiseido employee around the world, Our Mission is our raison d’être.

BEAUTY INNOVATIONS FOR A BETTER WORLD

PLAY MOVIE

In an ever-changing global environment, we must keep our fingers on the pulse to perceive and respond to people’s profound need for betterment.
We strive to create a better world through beauty innovations. A world where people live in happiness, and beauty is limitless, loving and alive.

Our DNA

Our DNA is the very essence of Shiseido. It has been passed down since our founding in 1872, and to this day – for every employee – it is at the core of everything we do.

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 every one, combining unique values, personalities and ideas to continuously inspire innovation.
SCIENCE & ART
Ever since our founding, we have always blended science and art. 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.

Our Principles (TRUST 8)

Our Principles serve as the working principles that every Shiseido employee must follow. These eight working principles – known as "TRUST 8" – are based on the idea that mutual trust is the key to succeeding in Our Mission.

THINK BIG
Adapt a big-picture perspective.
Deliver new values through creativity.
TAKE RISKS
Embrace risk.
Practice "Trial & Error & Trial".
HANDS ON
Consider front-line realities when making decisions.
Take the lead from end-to-end.
COLLABORATE
Break free from the silo mentality.
Leverage the diverse capabilities of colleagues.
BE OPEN
Be transparent. Create an environment that encourages everyone to speak up – even if it is bad news.
ACT WITH INTEGRITY
Be sincere and humble at all times.
BE ACCOUNTABLE
Commit to the goal.
Take accountability for the execution.
APPLAUD SUCCESS
Create a culture that celebrates success.