From Japan to the UK
From life comes beauty
- #1 Beauty, differently
- #2 The Japanese Values
- #3 Miss Shiseido
- #4 Hanatsubaki
For 150 years, Shiseido has shared Japanese beauty innovations with the world, bringing Eastern ingredients and ground-breaking technology to your skincare routine. Our founder, Arinobu Fukuhara, transformed the beauty landscape when he used his knowledge of Western dermatology to create truly unique skincare, derived from the trusted science of Japan.
- #1 Beauty, differently
- #2 The Japanese Values
- #3 Miss Shiseido
- #4 Hanatsubaki
everywhere, in everything and in every person.
By inspiring empathy,
beauty is the ultimate force for goodness.
And true beauty is made with soul.
Miss Shiseido
Who is Miss Shiseido?
She isn’t just one person; the Miss Shiseidos are a group of experts who paved the way for the beauty ambassadors.
1934 was the beginning of the Miss Shiseido beauty experts. Dressed in Western-style designer uniforms rather than traditional kimonos, they were trained in beauty techniques, cosmetic science, public speaking, fashion, and culture.
They traveled all over Japan with their knowledge to present the value of Shiseido products — showcasing the latest beauty rituals through skits called ‘Theatre of Modern Beauty’, and offering audience members personalised cosmetic consultations at the end of the show.
The spirit of Omotenashi in our point of sales began with Miss Shiseido, as well as our commitment to launching and supporting women’s careers in Japan.
The “Miss Shiseido” programme now has more than 20,000 female beauty experts in 85 countries.
