SHISEIDO
When it was established: In 1873.
Known for: Being the grand doyen of Japanese beauty. It has a stellar track record for high-quality, heavily-researched skincare – products are never launched until they’ve been fine-tuned to lofty standards – and inventive, pleasing textures ranging from weightless sunscreens to luxe, cocooning creams.
Its makeup is of similarly high calibre. Among Shiseido’s biggest hits are its near-legendary eyelash curler, made to fit Asian eyes more comfortably, and its base makeup collection, which boasts foundations, powders and concealers with incredible wear and finishes.
Some quintessentially Japanese traits are also inherent in Shiseido’s DNA. An understated, cautious approach, for instance – no big promises or incredible claims that aren’t backed up by solid results. And a deep respect for its Japanese heritage and culture that manifests in things like facials incorporating ancient therapies, and skincare inspired by traditional foods. What’s different now: Though the stringent QC and standards remain, Shiseido is establishing itself as global player, looking beyond the Japanese market to offer products that will appeal to and can be easily used by anyone, anywhere.
The first step in this new direction: a shake-up of its entire point makeup collection. Gone are the different ranges and sublines. Instead, the products – everything from lippies and eyeliners to shadows and blushers – are categorised into four textures: Powder, Gel, Ink and Dew. Look out for:
Makeup with soft, smooth, gliding textures designed to elicit oohs and aahs; all are light on feel, strong on colour. The Essentialist Eye Palettes, for instance, feature cream-powder eyeshadows in shades that anyone (never mind age or skin tone) can wear, while the Archliner Ink finally makes liquid eyeliner something even amateurs can handle.