1. Home
  2. Innovation
  3. OUR VISION ON TECHNOLOGY

OUR VISION ON TECHNOLOGY

TO BE THE BEST INNOVATIVE
BEAUTY COMPANY

While aiming “TO BE THE BEST INNOVATIVE BEAUTY COMPANY,” as a global beauty company of Japanese origin, we not only develop cosmetics but also introduce and create unprecedented products and new value that go beyond. Through these activities, we realize “beauty innovations” leading to new lifestyles for consumers around the world. And to do so, we actively promote collaboration with partners in different research areas and industry sectors inside and outside Japan.

R&D CAPABILITIES NURTURED OVER 100 YEARS

Shiseido was established as Japan's first private Western-style pharmacy in 1872 and developed the skin lotion, Eudermine, in 1897 by applying a Western pharmaceutical formula for the first time in Japan. In 1916, the Testing Room was set up for product development and improvement, and since then, Shiseido has conducted wide-ranging research in various fields for over 100 years. Our history is built on a series of innovations that are underpinned by three competitive advantages: 1) “sensitivity analysis” that clarifies users’ preferences on cosmetics through the application of neuroscience, 2) “safety and reliability” policy that reassures our consumers by placing the highest priority on quality and safety based on our unique, rigid internal standards, and 3) “dermatological research” that realizes more beautiful skin such as inner-skin observation technology and anti-aging medicine.

TO BE THE BEST INNOVATIVE BEAUTY COMPANY

In order to meet consumers’ needs, which are becoming ever more diverse, and in pursuit of further enhancement of competitive advantages, which are nurtured by our long -standing research, we reinforce our sustainability technologies such as the development of digital & device technologies namely AI and IoT*, and environmentally-friendly packaging. Furthermore, by focusing on the following categories, we create further innovations.

*Internet of Things

COSMETICS

COSMETICS

In order to create the ultimate cosmetics, we are pursuing new cosmetics development by assuring first-class function and the highest level of safety and quality, with a further approach to sensitivity such as a sense of comfort.

READ MORE
NEW CATEGORY

NEW CATEGORY

In close coordination with academia, startups and companies in different industry sectors, we are expanding our key categories, which have been developed based on our long-standing cosmetics research, and offering new cosmetics products and makeup experiences.

READ MORE
UNLIMITED BEAUTY

UNLIMITED BEAUTY

We introduce new beauty experiences going beyond cosmetics by integrating our strengths and advanced technologies. For instance, with a combination of the latest digital technologies and AI, we provide personalized solutions that have never been achieved before.

READ MORE