Shiseido's Slogans & Taglines

Shiseido was founded in 1872 by Arinobu Fukuhara in Tokyo's Ginza district as Japan's first Western-style pharmacy. The name derives from the Chinese classic Yi Jing, meaning "the virtue of the earth which nurtures all things." In 1897, the brand ventured into cosmetics with Eudermine lotion, and in 1916 it spun off its cosmetics department as a separate business. Listed on the Tokyo Stock Exchange in 1949, Shiseido began global expansion in 1957, entering markets across Asia, Europe, and the Americas. Today, it operates in over 120 countries and has grown into one of the world's largest beauty companies through acquisitions including NARS, Drunk Elephant, and Laura Mercier.

The brand's core products are skincare, colour cosmetics, fragrances, and haircare solutions. Its portfolio spans anti-ageing treatments, sun protection, makeup, and professional salon products, blending Eastern aesthetics with Western scientific innovation.

From its origins as a pharmacy, Shiseido has evolved into a global beauty icon guided by the philosophy of "delivering culture through beauty" and the spirit of Omotenashi (selfless hospitality). Its enduring commitment to fusing art and science has defined the brand for over 150 years, making it a symbol of Japanese craftsmanship and innovation worldwide.