Proposing a New Beauty Concept of Aging Beautifully

With over 150 years of history, SHISEIDO's existence itself has already become a myth. Unparalleled in the global cosmetics industry, its development technology and overwhelming sensitivity remain unmatched, leaving no room for others to follow. It embodies the principle that "the more traditional a brand is, the more innovative it is." Winning the "Myth & History" category award again this year, following the year before last, is SHISEIDO's highest peak, Future Solution LX, which was renewed last year. Its philosophy respects ancient Japanese beauty, advocating "Japanese Conscious Luxury" that appeals to spirituality and the five senses. Promoting the concept of skin aging beautifully—"skin that remains beautiful as it ages"—it is realized through science including the ancient Japanese plant Enmeiso. Furthermore, innovative products continue to launch this year. The culmination of over 30 years of immunity research is the new Ultimune serum. Targeting only senescent cells among 30 million skin cells is a world-first attempt. Additionally, needle care that overturns the concept of home care has been added to the advanced Bio-Performance line. Beauty ingredients such as niacinamide are accurately delivered deep into the skin from 18 cores. The myth of this pioneer, who continuously grants unknown dreams, will continue into the future.