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About Us

Vision and Values

What We Aim for

Shiseido‘s DNA

  • A history of more than 140 years

    A history of more than 140 years

    Shiseido was founded in 1872 in Ginza, Tokyo, as the first Western-style pharmacy in Japan. The name Shiseido incorporates our founder’s desire to discover and create new value, a desire that has endured for more than 140 years and has built our unique heritage.
    This heritage has led to a foundation and strengths unique to Shiseido - the DNA shared by all its employees that is key to our successful evolution going forward.

  • Global Business Operations

    Annual Sales No.1th position in the japan and asia, Operates in about 120 countries and regions around the world, Net Sales \1,005billion

    Boasting the largest sales among Japanese and Asian cosmetics manufacturers, Shiseido currently operates in about 120 countries and regions around the world. The Shiseido Group’s sales amount to 1 trillion 5.1 billion yen.

    *1 Among Japanese/Asian cosmetics manufacturers for annual sales in the beauty category* WWD Beauty Inc. annual ranking (April 2017)
    *Excluding food and daily necessities
    *2 FY2017 Results

  • Strong Brands


    Each individual line has nurtured its unique values and they keep growing to be the brands deeply loved by people from all over the world.

  • Sense of Beauty

    Sense of Beauty

    Shiseido has cultivated its sense of beauty over its long history. As a cosmetics company originating in Japan, we have made this sense a unique strength among global companies with our belief in the importance of Japanese culture and traditions, and our ceaseless attention to detail.

  • Technology & Science

    Technology & Science

    Shiseido constantly creates high-quality, highly functional, safe and innovative cosmetics and leading beauty techniques, supported by its industry-leading R&D and production technology capabilities.

  • Art & Design

    Art & Design

    Our ability to communicate the value and beauty we create is a major strength. This strength has driven advertising and design in Japan since we opened the Shiseido Design Department in 1916.



    Shiseido’s approximately 20,000 beauty consultants worldwide work as beauty professionals, building close relationships with individual consumers. They aim to enrich both the external appearance and the hearts of consumers and convey the value of our brands.

  • Human Centric

    Human Centric

    Shiseido’s businesses are human centric. This is reflected in our desire to be consumer-oriented in everything we do, including conveying value to consumers through our beauty consultants. Our belief in the importance of people as represented by consumers and our employees is the foundation on which we have formed our values.

Our Future

  • VISION 2020

    In order to create the basis for Shiseido to remain vital for the next 100 years, we formulated a six-year medium-to-long term strategy called “VISION 2020.” We position the three years of the strategy starting from 2018 as a phase to implement a “New Strategy to Accelerate Growth.”

    We want to be a company…

    ・Become a company that is full of energy for growth ・Become a company overflowing with youthful power ・Become a company always much talked about ・Become a company inspiring to, and admired by, younger generations ・Become a company driven forth by diverse cultures
    Net sales FY2014 \777.7billion FY2020 over ¥1 trillion Operating income FY2014 \276million FY2020 over ¥100 billion ROE FY2014 9.4% FY2020 12% or more
  • To enable Shiseido to continue shining with our consumers over the next 100 years

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