SHISEIDO

The Shiseido Pharmacy was established in 1872, and was the first to develop a softening lotion, with a lightweight toner-like consistency, which is still sold today. In 1917, they introduced 'Rainbow Face Powder'.  A face powder with a seven colour range, which was a revolutionary idea in Japan, where face powders were normally white.

Shiseido went on to produce a line of cosmetics called simply 'The Makeup' in the full range of products from lip and eye makeup to foundations and concealers, which  appeared among 'Allure' magazine's top beauty picks. In the mid 1990's they introduces the 'Pureness' range, which was aimed at a younger consumer.  'Pureness' products contain plant-derived ingredients like Palo Azul, a skin conditioner, and Rosemary extract, which has a well-known antimicrobial effect.  Shortly afterwards 'Benefiance' was introduced for mature and dry skin types.

Shiseido's 'Suncare' products, from lotions and creams to 3 types of foundation, range from SPF 16 to SPF 60, and provide a broad spectrum of sun protection against UVB and UVA rays.  All have received the Skin Cancer Foundation's seal of approval.

Shiseido now has approximately 25,000 outlets throughout the world.