Shiseido is one of the oldest beauty care brands in the world. It was founded in 1872 in Japan and is currently the fourth largest beauty brand in the world. It focuses on products such as fragrances, skin care, sun care and makeup.

The story of Shiseido begins in 1872, when the owner of Shiseido Pharmacy added a ‘soda fountain’ to his store after a visit to the United States. From there, the store grew into a parlour restaurant that also served ice-cream. And then it extended to include many innovative skin care products.

One of the most famous was a softening lotion, which was a lightweight liquid with a toner-like consistency. It was named Eudermine and is still sold by the brand today.

Other innovative products included Rainbow Face Powder with 7 different colours. It was a very fascinating product at a time when white face powders were the norm. This was the beginning of creating cosmetics that tore down the traditional products that the Japanese market was used to.

From the 1950s onwards, Shiseido began to expand outside Japan to establish themselves in Taiwan, Hong Kong, Italy and New Zealand.

The products that are currently available from Shiseido include Elixir Superieur skincare products which have been developed for women, Aqua Label skincare and toiletry products which have been developed for daily use and Uno skincare products for men. Also available from Shiseido is a sun care range called Anessa as well as a makeup and skincare range called Clé de Peau Beauté.

The more targeted range is the Shiseido Bio-Performance range which was developed in 1987. The eye cream helps to fight dark circles and fine lines around the eyes. It is one of the most popular products from Shiseido. Also under this range are their anti-aging products, Bio-Performance Advanced Super Revitalizer and Advanced Super Restoring Cream.

The packaging is very sleek and modern and represents the luxury of the brand.

Browse Shiseido product reviews here. 

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