Last Updated:

2024-04-30 02:50:14

Shiseido

Japanese multinational cosmetic company

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Japanese multinational cosmetic company

Shiseido, founded in 1872, offers skin care, makeup, body care, hair care, and fragrances. It is one of the oldest cosmetic companies globally, marking its 150th anniversary in 2022. Shiseido is the largest cosmetic firm in Japan and the fifth largest worldwide. It owns various brands and subsidiaries, with headquarters in Tokyo and trading on the Tokyo Stock Exchange.

Mitsui & Co.Shinzo Abe Fumio Kishida Dior Chanel Masayoshi Son Tadashi Yanai L'Oréal Yves Saint Laurent Kazuo Inamori

1872

Founding of Shiseido

Shiseido was founded in 1872 in Japan.

1888

Introduction of Japan's First Toothpaste

In 1888, Shiseido introduced Japan's first toothpaste called Fukuhara Sanitary Toothpaste. This marked an important milestone in the company's history as it expanded its product range beyond pharmaceuticals.

1897

Introduction of Eudermine softening lotion

In 1897, Shiseido entered the cosmetic industry with the launch of Eudermine, a softening lotion that provides immediate moisture and enhances the skin's natural moisturizing ability. This product has remained popular and continues to be a best-seller.

1900

Inspiration from Europe and United States

In 1900, Shiseido founder Arinobu Fukuhara was inspired during his trip to Europe and the United States. This inspiration led to the introduction of new products and concepts in the company.

1902

Introduction of Japan's First Soda Fountain by Shiseido

In 1902, Shiseido introduced Japan's first-ever soda fountain, imported from the U.S., showcasing the company's commitment to innovation and customer experience. This initiative set a new benchmark in the retail sector.

1913

Shinzō Fukuhara becomes President of Shiseido

Shinzō Fukuhara, son of Arinobu Fukuhara, took over as the second president of Shiseido in 1913. He focused on advertising as a key aspect of the company's success, leading to significant investments in design and marketing.

1915

Shiseido's Logo Redesign Inspired by Hanatsubaki Hair Oil

In 1915, Shiseido redesigned its corporate logo, drawing inspiration from the popularity of the Hanatsubaki Hair Oil. The new logo, created by Shinzo Fukuhara, was influenced by the delicate image of a camellia floating in water, giving the brand a more Western aesthetic.

1916

Shiseido Establishes Design Department and Laboratories

In 1916, Shiseido set up a design department and laboratories within its building to manage graphic design, product quality, safety, and development. These facilities played a crucial role in enhancing the company's cosmetic products.

1917

Hanatsubaki fragrance launch

In 1917, the Hanatsubaki fragrance was launched, marking the first scent created, marketed, and sold in Japan by Japanese individuals.

1918

Release of cold cream product

In 1918, Shiseido launched a cold cream product, expanding its skincare line with a new moisturizing formula. This addition catered to customers seeking nourishing skincare solutions.

1919

Opening of Shiseido Gallery

In 1919, Shiseido opened the Shiseido Gallery, initially showcasing seasonal wear like scarves and fans. Over time, it evolved into a platform for avant-garde artists to exhibit their work, making it the oldest non-profit gallery in Japan.

1922

Opening of Shiseido Hair Styling Salon

In 1922, Shinzo Fukuhara inaugurated the Shiseido Hair Styling Salon, led by American stylist Helen Grossman. The salon popularized the 'mimikakushi' look, meaning 'covering the ears', which became a classic style.

1923-09-01

Shiseido Employees Distribute Ice Cream to Evacuees

After the Great Kanto Earthquake in 1923, Shiseido employees distributed ice cream from a machine to evacuees in a nearby park, providing relief and comfort during the crisis.

1924-03-30

Death of Shiseido Founder Arinobu Fukuhara

On the 30th of March 1924, the founder of Shiseido, Arinobu Fukuhara, passed away.

1927

Shiseido Co., Ltd. Established

In 1927, Shiseido Co., Ltd. was officially launched with its stock listed on the Tokyo Stock Exchange. This marked a significant milestone in the company's corporate structure.

1928

Shiseido introduces Western logo and reopens Shiseido Parlor

In 1928, Shiseido unveiled its Western logo and reopened the Shiseido Parlor, where they served Western-style food in silver dishes, creating a sensation.

1931

Shiseido Exports Rose Cosmetics to Southeast Asia

In 1931, Shiseido expanded its international reach by exporting Rose Cosmetics to Southeast Asian countries. This move marked the beginning of a full-fledged international business for the company.

1932

Launch of De Luxe Brand by Shiseido

In 1932, Shiseido introduced the De Luxe brand, a representation of top-class cosmetic products at the time. The brand faced challenges during World War II but was relaunched in 1951.

1933

Marlene Dietrich stars in Cream Face Powder ads

In 1933, Marlene Dietrich became the face of Cream Face Powder in advertisements, showcasing the product to a wider audience.

1934

Launch of Miss Shiseido promotional activities

In 1934, Shiseido started its 'Miss Shiseido' promotional activities, which laid the foundation for the modern Shiseido beauty consultants.

1937

Establishment of Hanatsubaki-kai membership club

In 1937, Shiseido introduced the 'Hanatsubaki-kai' (Camellia Club) membership club to enhance communication of value from storefronts to customers.

1939

Shiseido Research and Development Lab Completed in Japan

The Shiseido research and development lab was completed in Japan in 1939. This facility played a crucial role in advancing the company's research and innovation capabilities.

1940

Shiseido shifts production during World War 2

In 1940, during World War 2, Shiseido stopped producing cosmetics and instead focused on manufacturing daily necessities for survival. This strategic shift helped the company adapt to the wartime conditions.

1945-03-10

Destruction and Rebuilding of Shiseido Chemical Research Centre

On March 10, 1945, the Shiseido Chemical Research Centre was destroyed in the Great Tokyo Air Raids, but it was rebuilt over three years later under the leadership of Dr. Tessaku Ikeda.

1949

Shiseido stocks listed on Tokyo Stock Exchange

In 1949, Shiseido's stocks were listed on the Tokyo Stock Exchange for the first time, coinciding with Japan's economic growth. The move aimed to revitalize the company's chain-store system.

1951

De Luxe cosmetics brand relaunch by Shiseido

In 1951, Shiseido reintroduced its premium cosmetics brand, De Luxe, which had been discontinued during the War. This relaunch signified the company's revival and commitment to quality products.

1953

Shiseido Establishes Shiseido Institute of Beauty Sciences

In 1953, Shiseido founded the Shiseido Institute of Beauty Sciences. This institution was dedicated to research and education in the field of beauty and cosmetics.

1954

Shiseido introduces liquid shampoo in Japan

In 1954, Shiseido made a notable innovation by introducing liquid shampoo to the Japanese market. This product became popular six years later, showcasing the company's ability to adapt to changing consumer needs.

1956

Opening of Shiseido Beauty Salon in Shibuya, Tokyo

In 1956, Shiseido opened its Beauty Salon in Shibuya, Tokyo, marking the beginning of its presence in the beauty industry.

1957

Shiseido expands internationally

In 1957, Shiseido expanded its products beyond Japan, starting with Taiwan, and established overseas sales companies. The Shiseido beauty method was used to convey Japanese hospitality and customer care to a global audience.

1961

Shiseido's National Makeup Campaign for Candy Tone Product Line

In 1961, Shiseido in Japan initiated its first national makeup campaign to promote the 'Candy Tone' product line, targeting new customer segments and playing a significant role in the company's growth.

1962

Establishment of Shiseido of Hawaii

In 1962, Shiseido made its first overseas investment by establishing Shiseido of Hawaii, expanding its operations beyond Japan.

1963

First export to Europe - Selling products in Italy

In 1963, Shiseido made its first export to Europe by selling its products in Italy, marking a significant international expansion.

1965

Establishment of Shiseido Cosmetics America

In 1965, Shiseido Cosmetics America, initially known as House of Zen, is founded. Subsequently, subsidiaries are set up in Singapore, Italy, Thailand, and New Zealand.

1966

Beloved by the Sun Ad Campaign with Beverly Maeda

In 1966, Shiseido launched the 'Beloved by the Sun' ad campaign featuring model Beverly Maeda to capitalize on the growing popularity of healthy, tanned skin, shot overseas in Hawaii.

1968

Opening of Shiseido Research Centre

In 1968, Shiseido established the Shiseido Research Centre, solidifying their position as pioneers in the cosmetics industry with one of the largest research facilities in the world.

1973

Introduction of L'Osier Restaurant in Japan

In 1973, Shiseido introduced the French dining scene to Japan by opening the Michelin star-winning L'Osier restaurant.

1975-03

Opening of 'The Ginza' Fashion Building

In March 1975, Shiseido opened 'The Ginza' fashion building on the site of Shinzo Fukuhara's original cosmetic store, housing various boutiques, a salon, and later expanding to include a gallery and children's clothing store.

1977

Shiseido Hosted “Paris Six” Fashion Show

In 1977, Shiseido organized the “Paris Six” fashion show to showcase the creations of emerging French designers, aiming to bring new value to society through fashion.

1978

Opening of Shiseido Art House

In 1978, Shiseido inaugurated the Shiseido Art House, showcasing their art collection and hosting exhibitions, reflecting their continued support for the arts.

1981

Shiseido starts selling cosmetics in Beijing

In 1981, Shiseido expanded its market presence by commencing the sale of cosmetics in Beijing, China.

1984

Shiseido becomes the first brand to produce hyaluronic acid on a large scale

In 1984, Shiseido became the first brand to produce hyaluronic acid on a large scale using a fermentation process with the microorganism streptococcus zooepidemicus. This groundbreaking approach allowed Shiseido to supply hyaluronic acid globally.

1985

The Art of Beauty Exhibition in New York City

In 1985, Shiseido hosted 'The Art of Beauty' Exhibition in New York City, showcasing 113 years of their advertising history.

1989

Collaboration with Harvard University for dermatological research center

In 1989, Shiseido collaborated with Harvard University to establish the world's first dermatological research center, focusing on skincare innovations.

1991

Shiseido opens first manufacturing base in Europe

In 1991, Shiseido inaugurates its initial manufacturing facility in Europe.

1992

Les Salons du Palais Royal Shiseido opens in Paris

In 1992, Les Salons du Palais Royal Shiseido is unveiled in Paris, a remarkable perfumery crafted by Serge Lutens.

1995

Establishment of Shiseido International

In 1995, Shiseido established Shiseido International, expanding its presence globally in the beauty and skincare industry.

1997

Shiseido's 100th Anniversary in Cosmetics Industry

In 1997, Shiseido celebrated its 100th anniversary since entering the cosmetics industry. The company aimed to enhance its global presence by introducing new value and expanding into more regions.

2000

Shiseido acquires Nars

In 2000, Shiseido successfully acquires Nars.

2001

Demolition of the original Shiseido Parlour Building

In 2001, the original Shiseido Parlour Building was demolished and replaced by the Tokyo Ginza Shiseido Building. This new building continued the legacy of the original soda fountain and ice cream parlour.

2004

Sponsorship of Global Beauty Consultant Competition

In 2004, Shiseido sponsored the 'Global Beauty Consultant Competition' to recognize and honor top beauty experts worldwide.

2005

Introduction of new corporate message

In 2005, Shiseido unveiled its new corporate message: 'This moment. This life. Beautifully.', reflecting their commitment to beauty and life.

2006

Opening of 'Life Quality Beauty Centre' Therapy Makeup Institute

In 2006, the 'Life Quality Beauty Centre' Therapy Makeup Institute was established, providing beauty therapy services.

2007

Dick Page becomes Creative Director of Makeup

In 2007, celebrity makeup artist Dick Page was appointed as the Creative Director of Makeup. He has previously worked with renowned personalities like Kate Moss, Bjork, Emma Stone, Marc Jacobs, and Karlie Kloss.

2009

Shiseido receives Eco-First Company certification

In 2009, Shiseido became the first cosmetics company in Japan to receive the Eco-First Company certification from the Ministry of the Environment.

2013-07-15

Shiseido opens wholly owned subsidiary in India

On July 15, 2013, Shiseido announced the establishment of a wholly owned subsidiary in India.

2014-02-20

Shiseido sells Carita and Decléor brands to L’Oréal

On February 20, 2014, Shiseido agreed to sell its Carita and Decléor brands to L’Oréal for €227.5M (US$312.93M). This sale had a significant impact on Shiseido's financials.

2017-01-18

Shiseido acquires MATCHCo

On January 18, 2017, Shiseido acquired MATCHCo, a digital tech company based in Palo Alto, California, known for its AI beauty technology. The acquisition led to the development of the MADE-2-FIT app.

2018-01

Shiseido acquires Olivo Laboratories

In January 2018, Shiseido acquired all assets of Olivo Laboratories, a significant move to expand its portfolio and research in the beauty sector.

2019

Shiseido opens Global Innovation Center in Yokohama

In 2019, Shiseido inaugurated its $400 million Global Innovation Center in Yokohama, Japan, focusing on beauty and skincare research and development.

2021

Shiseido's Global Expansion

In 2021, Shiseido achieved sales of over 1 trillion yen and a market capitalization of over $22 billion. The company has more than 40,000 employees and markets 31 brands in 120 countries, focusing on prestige and mid-priced products.

2022

150th anniversary celebration of Shiseido

In 2022, Shiseido celebrated its 150th anniversary, highlighting its commitment to innovation. The brand continues to focus on groundbreaking results from studies, new technologies, and awards won by researchers. The milestone marks a long history of excellence and sets the stage for future advancements.

2023-11

Shiseido faces profit decline and stock price drop

In November 2023, Shiseido experienced a decrease in profit forecast and a 14% decline in stock price, attributed to dropping demand in the Chinese market following the Fukushima Daiichi reactor incident.

2023-12

Shiseido acquires Dr. Dennis Gross Skincare brand

In December 2023, Shiseido acquired the Dr. Dennis Gross Skincare brand, known for its dermatologist-led, science-based prestige skincare products, marking a strategic advancement in the beauty market.

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Shiseido