Shiseido, ahead of its time

Shiseido founder Arinobu Fukuhara recognized the importance and contributions of women from the start. When he built the Western-style pharmacy in 1872, his wife Toku was deeply involved in developing the business, herself studying Western Pharmacology, obtaining a pharmacist license and helping commercialize medicines. 149 years later, women comprise 46.2% of Shiseido’s Board of Directors and Corporate Auditors, with 57.5%* female managers shaping the Shiseido Group worldwide.

Come into the beautiful world of Shiseido.

Be yourself with the power of makeup

It all started in 1956. Shiseido launched the makeup products ‘Shiseido Spots Cover’ in Japan to ease the pain of those suffering from burns caused by the ravages of war. Today, this has evolved into the ‘Perfect Cover Series’, which addresses changes in appearance caused by side effects of cancer treatment, bruises and scars. They’re also expanding services overseas for ‘the power of makeup’ to help people everywhere live their lives freely. Shiseido is always striving to realize a better world through the power of beauty.

Shiseido’s Perfect Cover Series is available at selected stores, beauty corners worldwide and online. Come into the beautiful world of Shiseido.

Serge Lutens is enigmatic, talented, exceptionally creative – and helped pioneer ‘niche’ perfumery…



The story of Serge Lutens is a very special one, emotional and deep. Loss can lead to extraordinary ways to cope with pain. For Serge Lutens it has created the foundation to become this extraordinary designer and true artist. A visionary of beauty in all its forms, he has led many revolutions in the world of beauty and perfume. For him, ‘perfume is illuminating, affirming, the ultimate final touch’.

Building on his success, in 2000 he created his own brand, Serge Lutens. The brand reflects its authentic, bold creator who conceives his fragrances, designs his flacons and considers every detail of his creations without concession.

To date, he has created around 70 perfumes in timeless collections: the ‘Collection Noire’, ‘Exclusive Bottles’, ‘Section d’Or’, ‘Gratte-Ciel’ and more. His perfumes for men and for women reveal something of the wearer’s character and bring out their true identity. He has also launched a makeup line bringing together beauty essentials, with an expert selection of cosmetics for a high-definition makeup finish.


Living at a distance


Serge Lutens was born during the war, on March 14th, 1942 in Lille, in northern France. Separated from his mother when he was just weeks old, his personality was indelibly marked by this original abandonment. Permanently torn between two families, he lived life at a distance and through his imagination. He was a dreamer. At the École Montesquieu, they said he was ‘on the moon’: he paid no attention, although his teachers recognised that he was a gifted storyteller.


A style is born


In 1956, at the age of 14, he was given a job against his will – he would have preferred being an actor – in a beauty salon in his native city. Two years later, he had already established the feminine hallmarks that he would make his own: eye shadow, ethereally beautiful skin, short, plastered down hair. He also became known for the colour black, from which he never deviated. He confirmed his tastes and his choices with the female friends of his whom he photographed.

He was 18 when he was called up to serve in the army during the Algerian War. He was remoulded. This was an important break that led him to make his decision: to leave Lille and head for Paris. This was 1962. Helped by a friend, Madeleine Levy, and bearing large prints of his photographs of his friends, Serge Lutens, experiencing his first years in Paris at a time of insecurity and want, contacted Vogue magazine. For him, this magazine represented the essence of beauty: a sort of convent that he mythologised. Three days later, he collaborated on the Christmas issue.

The creator of a vision through make-up, jewellery and extraordinary objets, Serge Lutens quickly became the person to call, and the fashion magazines made no mistake: Elle, Jardin des Modes, Harper’s Bazaar were constantly after him: he worked with the greatest photographers of the time, such as Richard Avedon, Bob Richardson and Irving Penn, all the while pursuing his own photographic work. During these years, his talent was fully acknowledged.


The Christian Dior years


In 1967, Christian Dior, who was preparing to launch its make-up line, called upon him. For the Maison Dior he would create colours, style and images. Finally, his vision was unified through photography. In the early 1970s, the famous editor-in-chief of US Vogue, Diana Vreeland, was unstinting in her enthusiasm: ‘Serge Lutens, Revolution of Make-up!’ His success was resounding.

In 1973, Serge Lutens’ series of photographs (inspired by the artists Claude Monet, Georges-Pierre Seurat, Pablo Picasso and Amedeo Modigliani) was shown at the Guggenheim Museum in New York. Serge Lutens became the symbol of the freedom created through make-up, for a whole new generation. In 1974, mirroring his taste for films and the legendary actresses in them, he made a short movie, ‘Les Stars’, and in 1976, ‘Suaire’. Both were shown at the Cannes Film Festival.

During this period, he travelled widely, exploring Morocco and later Japan. These two countries, with their rich and yet so different cultures, came together in him and confirmed his way of seeing and feeling.


The Shiseido years


He recalled them some years later, in 1980, when he signed on with Shiseido for a collaboration that was to enable the Japanese cosmetics group, until then unknown on the international scene, to establish such a powerful visual identity that it became one of the world’s leading market players in the 1980s and ‘90s.

Shiseido gave Lutens his start in the fragrance industry in 1982, when they commissioned a fragrance from him Nombre Noir. Lutens and Shiseido partnered on another legendary fragrance, 1992’s Feminite du Bois.

Continuing to make fragrances for Shiseido, assisted by the company’s in-house nose Christopher Sheldrake, in 1992 Lutens established Les Salons du Palais Royal – a former bookshop in Paris’s Jardins du Palais Royal, converted into a house of perfume. Originally intended to launch his second Shiseido scent, Féminité du Bois.

Lutens also designed and conceptualized the luxurious perfume house – with its dreamlike décorfor the exclusive marketing of Shiseido and Lutens scents, which stamped Serge Lutens’ first olfactory revolution on the perfume world.


Marrakech, the awakening of the senses

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Deeply moved by his discovery of Morocco, more specifically Marrakech (where he bought an old house in the heart of the Medina in 1974), this was where Serge Lutens established his perfume business. Waxes, cedarwood, orange blossom…, Marrakech provided the inspiration for his first perfumes: Ambre sultan, Cuir mauresque, Chergui…  He channels his very life experiences into these fragrances (which are in many cases a collaboration with great noses, including Maurice Roucel and Christopher Sheldrake), which are worn by women and men alike.

Now well-established, at the time they wrote a whole new chapter in the history of essences. In 2000, Serge Lutens took the logical step of creating the brand which carries his name and embodies his uncompromising style. Perfumes, make-up… distributed through specialist retail channels and, for the select few, his own network of shops.


The Serge Lutens Foundation


In 2007, Serge Lutens received the ‘Commander of the Order of Arts and Letters’ accolade and went on to receive many awards for his multifaceted talent, before he set up the Serge Lutens Foundation in 2014. Based in the house he purchased in 1974, in the historical heart of the Medina in Marrakech, this vast museum-like space of over 3,000 m2 is today a vibrant testimony to an artist who breaks norms and never rests on his laurels.



Serge Lutens’ fragrances are available at the Les Salons du Palais Royal and Saint-Honoré Boutiques, on the Serge Lutens’ website, and at selected stores worldwide.

Discover the Serge Lutens universe and be surprised by its unique olfactory creations. Come into the beautiful world of Serge Lutens.





Shiseido introduces WASO YAKUMIX


Inspired by washoku, or traditional Japanese food culture, Shiseido introduced Waso skincare in 2017. Waso fuses natural goodness with cutting-edge science and technology. Customizable, playful, and accessible, the range includes products that strengthen skin with continuous use.

Today Shiseido introduce its two latest rescue innovations: Eye Opening Essence, to awaken tired-looking eye areas, and Poreless Matte Primer to minimize shine, and smooth pores.

Used as both seasoning for traditional Japanese dishes and treatment thanks to its many health benefits, yakumi refers to a condiment that creates a complex flavor experience. Similar to yakumi that are used to enhance and customize a meal to each person’s liking, the two new rescue products dubbed ‘yakumix’ by Shiseido can be added to any existing routine to support and optimize skin benefits.

Shiseido Waso Eye Opening Essence


The unique, snow-like texture inspired by momijioroshi gives an instant cooling sensation that improves the look of tired eyes. The fast-absorbing formula in addition to helping reduce the appearance of puffiness delivers a fresh burst of moisture. Much like the classic Japanese condiment, you only a small amount of this essence to feel the results. A refreshing and youthful scent adds to the energizing experience.

The Eye Opening Essence thanks to clarity boosting agent and color correcting pearl agent  address dullness and improve the appearance of dark circle. While Zingiberaceae extract and Carrot Root Protoplast contribute to healthy-looking skin.


Shiseido Waso Poreless Matte Primer


The intensive, green-tinted primer absorbs excess oil and minimizes the appearance of pores for a beautifully matte complexion. Just like wasabi, a spicy yakumi that draws out umami (flavor), it really only takes a little bit of this primer to reduce shine and give you wonderful long lasting results. A simple and crisp scent adds to the refreshing experience. Oil Absorbing Powder absorbs excess sebum immediately upon application in order to help keep skin comfortably matte for hours.

Use it as the last step in your morning routine or before applying foundation, squeeze a small amount onto your fingertip and thinly apply to the T-zone and other areas of the face prone to visible pores and shine. To enhance the primer’s effects, layer it over your foundation.


The Shiseido Waso Eye Opening Essence, and Poreless Matte Primer are available at selected stores worldwide.

Come into the beautiful world of Shiseido.





Hello Summer with Shiseido new Rising Sun Eau de Toilette

Shiseido-Rising-Sun-Visual-04This Summer thanks to Shiseido we can smell great whilst lounging around the pool or on the beach in the Sunshine. Shiseido Rising Sun is a fresh and mood-boosting floral fruity fragrance that can be worn also in the sun. Rising Sun is created to be safely worn during summer, on warm days, when our skin is more exposed to the Sun’s rays. It is formulated without phototoxic and photo-sensitive ingredients unlike many fragrances.

Top notes: Lemon, Mineral notes, Marine notes
Middle notes: Rose, Jasmine, Ylang-ylang
Base notes: Mirabel plum, Coconut, Musk, Cashmeran

The composition is ‘yellow’. Created by Jean Jacques, Shiseido Rising Sun is a bright and sunny fragrance that opens with a sparkling citrus cocktail and a fresh mineral accord mixing in the heart with ylang-ylang, rose and jasmine absolute. The sensual base is made up of woody and musky facets elevated by exotic coconut. Marine notes give this special feeling of holidays by the sea. It’s basically a beach holiday in a bottle!



Rising Sun not only looks like a bright and sunny fragrance thanks to its yellow juice, but it also offers aromachology properties which means it can have an uplifting and energy-boosting effect on your mood!

Shiseido Rising Sun is available as 100ml Eau de Toilette, and is available at selected stores woldwide. Come into the beautiful world of Shiseido.


Shiseido Benefiance New Skincare Range


The history of Shiseido (株式会社資生堂) is not merely a story about products and services; it is a story of a company taking a broader perspective to also consider aspects of culture and lifestyle, and seeking always to create new value. This is the true history of Shiseido. Here we explore the path of achievement Shiseido has followed for over 140 years since its founding in 1872 as Japan’s first Western-style pharmacy.

Shiseido stepped into the world of cosmetics with the introduction of Eudermine in 1897, and established the Cosmetics Division and a store selling cosmetics in 1916. With the birth of new cosmetics, definition of makeup started to alter in the 1920s.

Today Shiseido is the largest cosmetic firm in Japan and the fourth largest cosmetics company in the world. True beauty is a harmony of spirit and form: an outer reflection of the inner self. More than a hundred years of cosmetics experience has given Shiseido a unique expertise in creating products developed with the most advanced technologies. Delicately fragranced and incomparably lightweight, Shiseido’s textures instantly seduce our myriad sensorial receptors.


Nowadays everything revolves around communication, doesn’t it? But did you know that your skin and your brain communicate with each other all the time? Of course, this is not the classic form of communication we know, and definitely has nothing to do with Messenger Apps. But they have a kind of connection that allows both organs to function in the best possible way. If, for example, the skin has suffered damage or feels stress due to external influences, one of its more than 800,000 sensory receptors reports this upwards, where repair or defense mechanisms are immediately set in motion via various nerve tracts to help the skin.

Unfortunately, this form of communication decreases more and more with aging. With the result that the skin loses its ability to repair itself quickly. And you can see this in the complexion: it becomes pale, wrinkles appear, glow is missing.

But the good news is, that many clever minds have been working on this topic for a long time and solutions are in sight! Shiseido, for example, has been working closely with CBRC, a part of Harvard Medical School, to understand these issues. The result is the new Benefiance Wrinkle Smoothing Cream – a kind of self-help aid for the skin that functions like a small control centre with active ingredients.

Benefiance is said to be the first skincare treatment that combines the latest scientific advances in skin physiology with Shiseido’s own exclusive neuroscience innovations. Following the creation of Essential Energy – the first skincare product to feature ReNeura Technology™, which optimizes the detection and transmission of signals through the skin – Shiseido re-introduces Benefiance with 3 new anti-age creams:

Benefiance Wrinkle Smoothing Day Cream – silky smooth texture with SPF25
Benefiance Wrinkle Smoothing Cream – silky and smooth texture
Benefiance Wrinkle Cream Enriched – rich, velvety texture

The line is designed with anti-ageing active ingredients, whose effectiveness is underpinned by second-generation ReNeura Technology+TM. The result is smoother, plumper, visibly younger-looking skin, already after the first two weeks.

Benefiance features:
Kombu-Bounce Complex made of three sought-after Japanese seaweeds – green, brown and red – whose memory foam texture and inherent bounciness help plump up wrinkles from the inside.
Three plant-based active ingredients – mukurossi, turmeric and chlorella – that limit the destruction of dermal elastic fibres induced by UV stress.

Shiseido answers to all your skin needs with 3 new textures.

New creams have a lightweight, supple consistency that sculpts the skin on application. In its enriched version, the cream is more velvety without being any heavier. The creams all have a green, floral fragrance. At the heart of this natural fragrance, formulated in accordance with the aromachology principles cherished by Shiseido, sweet orange helps to calm the effects of stress.

Shiseido Benefiance Wrinkle Smoothing Day Cream SPF25


Wrinkle Smoothing Day Cream is a silky smooth cream that directs internal sensory signals to visibly smooth out wrinkles, plump up lines and deliver moisture while protecting from dryness. It features SPF25 to fully protect skin against external aggressors such as UV rays.


It visibly corrects the wrinkles for two weeks, ensuring a more youthful skin. It improves skin resilience and prevents wrinkles.

Shiseido Benefiance Wrinkle Smoothing Day Cream SPF25 is available as 50ml.


Shiseido Benefiance Wrinkle Smoothing Cream


Benefiance Wrinkle Smoothing Cream is an anti-aging cream that visibly correct wrinkles in just couple of weeks and leaves a plumper, more youthful-looking skin. ReNeura Technology+ TM reawakens skin’s sensors to boost your skin’s responsiveness to the anti-aging benefits of the skincare.


Wrinkle Smoothing Cream is intended for normal or combination skin and can be used for day or night. The texture is silky and smooth. The cream visibly smoothes out wrinkles, plumps up lines and deeply moisturizes the skin.

The Wrinkle Smoothing Cream – for normal and combination skin – is day and night care in one, Shiseido Benefiance Wrinkle Smoothing Cream is available as 50ml.


Shiseido Benefiance Wrinkle Smoothing Cream Enriched


Benefiance Wrinkle Smoothing Cream Enriched is a rich, velvety cream that directs internal sensory signals for anti-age effect. Enriched Wrinkle Smoothing Cream is developed for dry skin.


The anti-aging cream with a rich, velvety texture visibly smoothes out wrinkles, plumps up lines and deeply moisturizes the skin. ReNeura Technology+ TM reawakens skin’s sensors to boost your skin’s responsiveness to the anti-aging benefits of the skincare.

The Wrinkle Smoothing Cream Enriched is day and night care in one, Shiseido Benefiance Wrinkle Smoothing Cream Enriched is available as 50ml.


A new eye-catching jar


The new delicate pink gold lacquered jars instantly draws the eye. This glass sphere comes in 16 different versions designed after the principles of Japanese Wabi-sabi.

French actress Clémence Poésy. is the face of the campaign for Benefiance. She epitomizes the strength, determination and inner beauty as she represents the launch of a new era for Benefiance skincare.

Come into the beautiful world of Shiseido.





Shiseido Zen Gold Elixir


Shiseido launches a new elixir perfume Zen Gold Elixir Perfume. Dedicated to the brilliance, sensuality and perfume excellence that governsthe Middle East, the new edition celebrates the finest raw materials in the modern art of perfumery.

In 2013, there was an edition launched under the same name of Shiseido Zen Gold, presented as a variant on the theme of the Shiseido original from 2007, inspired by the flow of Zen energy. The new version contains a completely different composition.

A tribute to splendour, sensuality and the eastern tradition of olfactory excellence, Shiseido’s Zen Gold Elixir Eau de Parfum celebrates the finest raw materials in modern perfumery. Accents of natural incense absolute and blue rose are unique and intriguing, mingling with a heart of jasmine and base of refreshing cedarwood and honey.


shiseido-zen-gold-elixir-perfume-12-1544615504.jpgShiseido Zen Gold Elixir is a modern perfume created of raw ingredients. Accents of natural incense absolute and blue rose are mixed in a unique and intriguing composition, together with a heart of jasmine and a base of refreshing burnt cedarwood and sweetened with honey notes. 

Shiseido Zen Gold Elixir is available as 100ml Eau de Parfum. 





Shiseido Ever Bloom Sakura Art Edition


Bloom Sakura Cherry Blossom Gif..gif

Spring time is on its way slowly, and famous Japanese house Shiseido launches a new perfume for women Ever Bloom Sakura Art Edition. Shiseido Ever Bloom Sakura Art Edition is the new flanker to Ever Bloom launched in 2015. The new perfume’s name pays tribute to famous Japan Sakura cherry-tree blossoming that inspires an exquisite aroma made of Sakura, cherry blossom, musk and Bulgarian roses. This perfume is like an unexpected burst of aromas, firstly you smell a sourly cherry aroma, yet calming with orange blossom, Bulgarian roses, and musk note.

Top notes: Orange blossom
Heart notes: Sakura, Cherry Blossom, Bulgarian roses
Base notes: Musk

Beautiful floral perfume Shiseido Ever Bloom Sakura Art Edition is available as 30ml Eau de Parfum for 44 euros.







Welcome to the world of Waso


Japanese brande Shiseido has announced the launch of its new little sister skincare brand Waso, especially aimed at millennials. Distinctly Japanese, the products are formulated with nature’s finest botanical ingredients to deliver effective skincare solutions to the twenty to thirty age group.

Waso’s unique technology works by separating each botanical cell preventing nutrients from damage and loss. Products contain a unique Phyto Resist System+ that is designed specifically to strengthen and nurture the skin’s stratum corneum by infusing moisture to balance it. Furthermore, it supplies the corneocytes with intercellular lipids to strengthen their structure, which in turn helps to boost the skin’s ability to defend itself from external pollutants.


HyperFocal: 0

The Waso range includes; Softy+Cushy Polisher (75ml); Quick Gentle Cleanser (150ml); Fresh Jelly Lotion (150ml); Quick Matte Moisturizer Oil-free (75ml); Color-Smart Day Moisturizer Oil-free Broad Spectrum SPF15 (75ml): Color-Smart Day Moisturizer (50ml); Clear Mega-Hydrating Cream (50ml).

More about the Shiseido Waso products soon here on Yakymour…..





Shiseido Ibuki Smart Filtering Smoother


Ibuki is Shiseido’s skin care line that aims to build the skin’s resistance to the daily stresses like night life, air pollution, UV rays, dryness and stress, containing the exclusive Shape Memorizing Cell Technology™ that strongly hydrates the skin and maintains its healthy and radiant glow. In early 2017, the collection is expended with a special and handy product for your perfect selfies – Shiseido Ibuki Smart Filtering Smoother.

Shiseido Ibuki Range and Smart Filtering SmootherShiseido’s Ibuki Smart Filtering Smoother is a serum for a quick, skin blurring beauty fix for a photogenic skin that last all day. Its formula acts like a blurring filter that reduces the appearance of pores and leaves the skin with a fresh, smooth and matte look. The velvety, lightweight texture turns matte on skin and immediately absorbs excess sebum from skin’s surface. That way, the visible pores become much less apparent.

The Key Benefits are:

  • Photogenic Skin Technology acts like a smart filter, visibly reducing the look of pores while giving skin a smooth look
  • Oil Targeting Micro Powder helps absorb excess sebum on the skin’s surface for a long-lasting matte finish
  • PhytoTarget Complex enhances the skin’s natural moisture factors, to help build skin’s resistance to external factors
  • Bergenia Ciliata Root Extract helps to fight the causes of acne and other skin concerns
  • Ideal to use anytime over makeup for a fresh, smooth and matte look or as the last step of your skincare routine.

Ibuki Smart Filtering Smoother has the oil-controlling effect can last up to 8 hours and it works on the bare skin or over makeup. It is a skincare product to instantly cover shine and uneven contours on application for matte, even-textured skin that looks almost as if a camera filter had been used.


Shiseido Ibuki Smart Filtering Smoother Open

Shiseido Ibuki Smart Filtering Smoother is available in a handy jar from 20ml / 0.67 oz handy for $23.00.