Brand Stories

The best of brands

Meet SHISEIDO Japan’s most innovative beauty company

Cosmetics reimagined, touching down from Tokyo into duty free stores across the world

Are you ready to discover your new makeup obsession? Because one of the most innovative and soulful brands in the world, SHISEIDO, is relaunching, writing a new and exciting chapter in a very prestigious brand story.

Founded in 1872 in Ginza, Tokyo, SHISEIDO is the kind of brand that never settles, continually pioneering and challenging themselves to evolve. And the result is brand new groundbreaking technology that has let them develop a collection that’s modern and minimalistic while still being creative and expressive.

The brand’s mantra is “Beauty reimagined. Beauty made with soul.” Their mission is to bring out the unique beauty that exists inside each one us, something we at Forum can wholeheartedly stand behind.

Cosmetics reimagined, touching down from Tokyo into duty free stores across the world
Cosmetics reimagined, touching down from Tokyo into duty free stores across the world

Given that SHISEIDO is universally known for their craftsmanship and quality, we were not surprised to find the collection is simply incredible. There’s 21 products, with 125 shades. Almost too much for us to talk about in just one article! These are classified in to four textures.

You have Dews, an entirely new category. It recreates light and transforms it on your skin, so when you have it on you look simply otherworld. We tried some and definitely felt ethereal.

Then there’s Gels, juxtaposing long-lasting durability with a featherweight feels. Next is Powders, a complete reinvention of traditional pigments into formulas that float effortlessly across your skin. Applying these was an absolute dream.

Finally there are the Inks. These truly capture the essence of ancient Japanese calligraphy, giving you both precision and intensity in equal measure.

Across all 4 of the categories are beautifully evocative names that pay tribute to Japan. From hip Tokyo streets to the rich history of the country, SHISEIDO has taken inspiration from so many different places to bring to life not just a makeup collection; but a nation.

We absolutely adore this next step they are taking as a brand, and we know you will too. It’s available at duty free stores in airports around the world, so make sure you stop by to purchase yours – or click and reserve for you to pick-up next time you visit.

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