We have been striving to realize your ideal beauty through products of uncompromising quality and safety based on sustainability principles and practices consistent with the origin of our name*.
*The name Shiseido comes from a phrase from the Chinese classic I Ching, which teaches us to "praise the virtues of the Earth, which nurtures new life and brings forth significant values."
Corporate Product Development Policy
The world perceives beauty in many different ways. There is no uniform definition for it. Changing with each era, its interpretations are diverse, rich in context and nuance.
Spanning a dynamic and wide range, our creations reflect the ideas and values of our global consumers from products designed to empower bold self-expression to lines that own clean and natural concepts.
What these offerings have in common are safety, which is our absolute priority, consideration for the environment, and an ethical approach. In the spirit of transparency, here are the policies we implement during product development, which are followed by all brands of Shiseido Group without exception.
Formula Development Policy
Adhering to high safety and quality standards is our unwavering promise to you. We leverage our over 100 years of extensive research and results on dermatological and material science to develop exceptional formulas tailored to our global markets. Through a complex, multi-step process that involves myriads of combinations of ingredients, quantities and applications, we are able to offer efficacy and create sensorial experiences that bring to life our consumers’ diverse visions of beauty. We implement our cutting-edge technologies through a sustainable approach that respects people, society, and the environment.
Packaging Development Policy
In order to reduce environmental burden, such as CO2 emissions and marine litter, we aim to achieve 100% sustainable packaging by 2025 to support the concept of Circular Economy. Regarding concrete actions, we concentrate our efforts on: 1) Minimizing the use of single plastics, 2) Maximizing the development of Reusable/Recyclable packaging, and 3) Accelerating the development of bio-based biodegradable packaging.