Shiseido was founded in 1872 by Arinobu Fukuhara in the heart of Ginza, Tokyo as the first western-style pharmacy of its kind in Japan. Its first inventions included Japan’s first toothpaste in 1888 and the famous Eudermine Softening Lotion in 1897, which continues to be loved by fans 125 years later. From the very beginning, the brand was a pioneer of blending western science with Japanese aesthetics, and it subtly introduced western ideas in a way that met the needs of Japanese consumers. By 1937, it released its first line of cosmetics, and later went on to emerge as the leading manufacturer of makeup, skin care, fragrance, hair care, and body care in Japan. By the early 1960s, Shiseido had made its way into the U.S. and Europe, and by the 1980s, it developed an exclusive product line for top U.S. luxury department stores.

To commemorate the milestone event of Shiseido's 150 years, the brand launched a powerful campaign contemplating the definition of beauty, where beauty exists today and its inextricable connection to life.

Introducing From Life Comes Beauty.

In the documentary-style film, a narrator said, “The challenges of these times distance us from our experience of beauty... That is exactly why we want to continue our conversation about it.

“To talk about beauty is always worthwhile—a conversation that knows no bounds,” she says. “Full of nuance and endlessly fascinating, beauty has its source in something we all share—the energy of life."

Additionally, Shiseido launches three limited-edition products to mark its 150th anniversary—the fruits of its unique Life Science research conducted in its ongoing pursuit of the relationship between beauty and life.

The three limited-edition products individually symbolize "Heritage," "Living Innovation," and "Future" to signify the company’s past, present, and future. Their designs use an arabesque motif featured on wrapping paper created in the Taisho era of Japan by Sue Yabe, a member of the design department at that time. Using 3D software, that original design was turned into a three-dimensional form, then photographed from a variety of angles and used to decorate the containers and outer cartons. The designs express the dynamism of life that opens up a new future while harnessing the assets of the past bearing 150 years of history.

Additionally, Shiseido launches three limited-edition products to mark its 150th anniversary—the fruits of its unique Life Science research conducted in its ongoing pursuit of the relationship between beauty and life.

The three limited-edition products individually symbolize "Heritage," "Living Innovation," and "Future" to signify the company’s past, present, and future. Their designs use an arabesque motif featured on wrapping paper created in the Taisho era of Japan by Sue Yabe, a member of the design department at that time. Using 3D software, that original design was turned into a three-dimensional form, then photographed from a variety of angles and used to decorate the containers and outer cartons. The designs express the dynamism of life that opens up a new future while harnessing the assets of the past bearing 150 years of history.

With innovation and progressive ideas at its foundation, Shiseido continues in its pursuit of understanding the mechanisms that connect beauty and life.