From a Ginza pharmacy to a beauty house
Fukuhara had studied Western pharmacology and, after serving as chief pharmacist of the Japanese Navy, made it the foundation of his pharmacy. The name comes from a passage of the I Ching, the Book of Changes, which the house translates as praise for the virtues of the earth, from which all things are born, bringing together Western science and Eastern thought. The first skin lotion arrived in 1897, and since 1915 the house's emblem has been the camellia, Hanatsubaki, designed by the first president, Shinzo Fukuhara.
Facial skincare: which line for which goal
Wrinkles and firmness: Benefiance and Bio-Performance
Benefiance is the line dedicated to wrinkles. The Wrinkle Smoothing Cream is a rich, velvety anti-aging cream that also comes in an Enriched version; for daytime there are the Wrinkle Smoothing Day Cream SPF 25 and the Wrinkle Smoothing Day Emulsion SPF 20, a smoothing emulsion that protects against dryness and UV rays. The same line includes the Wrinkle Smoothing Serum, a silky serum that smooths wrinkles and hydrates. For night, the house offers the Overnight Wrinkle Resisting Cream, with ReNeura Technology+ and TENCHA R.E.M., and the Nutriperfect Night Cream with carnosine, and for the neck the Concentrated Neck Contour Treatment, which firms and reshapes. The Bio-Performance Advanced Super Revitalizing Cream contains the BioRevitalizing Complex, with a dual anti-aging and hydrating action.
Hydration: Essential Energy and Waso
Essential Energy is the hydrating line with ReNeura Technology. It includes the Hydrating Cream, which the house recommends from age 25, and the Hydrating Day Cream SPF 20 for daytime. From the Waso line come the Shikulime Color Control Oil-Free Moisturizer SPF 30, an oil-free tinted moisturizer for normal and oily skin, and the Yuzu-C Eye Awakening Essence, an eye-area concentrate with yuzu and vitamin C.
Cleansing, body and men
For cleansing you can choose between the Deep Cleansing Foam, with purifying micro-granules that remove excess sebum, and the Extra Rich Cleansing Milk, a foaming emulsion with a gentle formula. Both remove light makeup. For the body there is the rich, nourishing Firming Body Cream, while for men there are the Total Revitalizer Light Fluid, a lightweight anti-aging moisturizer, and the Skin Empowering Cream, which the house recommends from age 40.
Expert Sun and Sports sunscreens, format by format
Expert Sun Protector comes in SPF 30 and SPF 50+, both as an invisible, lightweight face cream and as a face and body lotion, each with SynchroShieldRepair technology. The same line also has the Clear Stick SPF 50+, invisible and easy to carry, with SynchroShield technology. The Sports line is made for sports and outdoor activities. The Sports BB Lotion SPF 50+ is a fast-drying tinted lotion with WetForce and QuickDry technologies, and the Sports Invisible Protective Mist SPF 50+ is a face and body spray that absorbs instantly and isn't sticky. Finally, for after sun there is the After Sun Intensive Recovery Emulsion, an after-sun emulsion for face and body.
Makeup: complexion, eyes, lips and brushes
Complexion: liquid, compact or with skincare
Among the liquid foundations, the Synchro Skin Self-Refreshing Foundation has buildable medium coverage and a natural, semi-matte finish, while the Future Solution LX Total Radiance Foundation SPF 20 offers high coverage, with a creamy texture and anti-aging properties. In compact form there are the UV Protective Compact Foundation SPF 30, with a natural finish, and the Tanning Compact SPF 10, for a sun-kissed complexion, both refillable. Then there are the Synchro Skin Self-Refreshing Concealer, a liquid concealer with medium to full coverage, and the Future Solution LX Infinite Treatment Primer SPF 30, which combines skincare and makeup for luminous skin.
Eyes and brows
For lining, you choose between pencil and liquid. The Microliner Ink is an ultra-fine pencil with a formula that turns from solid to liquid on contact with the skin and gives saturated matte color, while the Archliner Ink is a liquid eyeliner with an arched micro-tip and ultra-black pigment. To lengthen lashes there is ImperialLash MascaraInk, with soft silicone-based bristles, and for graphic, buildable volume ControlledChaos MascaraInk, in black, sapphire, violet and emerald. Finally, for brows there is the Brow InkTrio, which combines pencil, powder and a sponge applicator.
Lips and brushes
For lips there is the Shimmer GelGloss, a light, sheer, lightly pigmented gloss with shea butter and a glass-like finish that isn't sticky. The ColorGel LipBalm is a balm-lipstick hybrid with semi-sheer color, and for lining there is the Lipliner Ink Duo, with a clear primer that smooths the lips and an ultra-fine pencil. Among the brushes, the Hasu Fude Foundation Brush is angled and flat and handmade in Japan; the Daiya Fude Face Duo pairs a non-porous polymer blender with a diamond-shaped head.
Ginza: the perfume and the body line
Ginza Eau de Parfum is the house's women's fragrance and takes its name from the Tokyo district where Shiseido was born. The house describes it as a floral bouquet finished with woody notes. The same scent is used in the Perfumed Body Lotion, the Perfumed Shower Cream and the Perfumed Deodorant.
Frequently asked questions
What are Shiseido creams like?
The Shiseido creams in our selection vary by goal. Essential Energy Hydrating Cream is moisturizing, soft and silky, while Benefiance Wrinkle Smoothing Cream is a rich, velvety anti-aging cream that also comes in an Enriched version. Bio-Performance Advanced Super Revitalizing Cream combines anti-aging and hydrating action thanks to the BioRevitalizing Complex.
Which Shiseido eye treatment should I use?
For the eye area there are treatments from Waso, Benefiance and Vital Perfection. The house presents Waso Yuzu-C Eye Awakening Essence, with yuzu and vitamin C, for dark circles and puffy eyes, while Benefiance Nutriperfect Eye Serum is designed for mature skin. For puffiness there is the Vital Perfection Uplifting and Firming Express Eye Mask, with MATSU-ProSculpt Complex.
Which Shiseido line is best for wrinkles?
For wrinkles the line is Benefiance, with the Wrinkle Smoothing Serum, the Wrinkle Smoothing Cream and, for daytime, the Wrinkle Smoothing Day Cream SPF 25. For night there is the Overnight Wrinkle Resisting Cream, with ReNeura technology. For mature skin the house offers Nutriperfect, with a night cream and an eye serum with carnosine.
Which Shiseido sunscreen is best for sports?
For sports, Shiseido created the Sports line. The Sports BB Lotion SPF 50+ is a fast-drying tinted lotion that gives a healthy glow, with WetForce and QuickDry technologies. There is also the Sports Invisible Protective Mist SPF 50+, an invisible face and body spray that isn't sticky and leaves a fresh feeling on the skin.
What's the difference between Expert Sun Protector cream, lotion and stick?
The difference among the three is mainly the area and the format. Expert Sun Protector Cream, in SPF 30 and SPF 50+, is an invisible, lightweight face cream, while the Lotion, with the same SPF levels, is for face and body. Finally, the Clear Stick SPF 50+ is an invisible stick that is easy to carry with you.
What's the difference between Microliner Ink and Archliner Ink?
Microliner Ink is a pencil, while Archliner Ink is a liquid eyeliner. The Microliner has an ultra-fine tip and a heat-sensitive formula that turns from solid to liquid on contact with the skin, for saturated matte color. The Archliner instead has an arched micro-tip, a constant-flow system and an ultra-black pigment that dries quickly.
Which Shiseido mascara should I choose?
It depends on whether you want length or volume. For length there is ImperialLash MascaraInk, with a patented dual-application brush and soft silicone-based bristles that define the lashes. For volume there is ControlledChaos MascaraInk instead, which gives graphic, buildable volume and comes in black, sapphire, violet and emerald.
Which Shiseido foundation should I choose?
The choice depends on coverage and format. Synchro Skin Self-Refreshing Foundation is a liquid with buildable medium coverage and a natural, semi-matte finish, while Future Solution LX Total Radiance Foundation SPF 20 offers high coverage, with a creamy texture. In compact form there are UV Protective Compact Foundation SPF 30 and Tanning Compact SPF 10, both refillable.
Which Shiseido lip product should I choose?
For a glossy effect there is the Shimmer GelGloss, a sheer, lightly pigmented gloss with shea butter and a glass-like finish. For a soft wash of color there is the ColorGel LipBalm, a semi-sheer balm-lipstick hybrid, while to define the lip line there is the Lipliner Ink Duo, with a clear primer on one end and an ultra-fine pencil on the other.
What are Shiseido Fude brushes for?
Fude brushes are for applying foundation. The Hasu Fude Foundation Brush is angled and flat, suited to liquid, cream, powder and cushion foundations, and is handmade in Japan. The Daiya Fude Face Duo has a diamond-shaped head and a non-porous polymer blender that is hygienic and easy to clean.
