Shiseido Company, Limited  is a Japanese multinational personal care company, that is a skin care, hair care, cosmetics and fragrance producer. It is the oldest cosmetics companies in the world. It is one of the largest cosmetic firm in Asia.

 

Shiseido is only available at cosmetic counters at selected department stores or pharmacists. The company owns numerous brands and subsidiaries worldwide, in addition to its founding label. The company is headquartered in Tokyo, and is traded on the Tokyo stock exchange; it is a chief competitor of SK-II.

Arinobu Fukuhara, former head pharmacist to the Imperial Japanese Navy, established the Shiseido Pharmacy in 1872. After a visit to the United States and Europe, Arinobu added a soda fountain to the store.

 

This later grew into the Shiseido Parlor restaurant business, and eventually led to the introduction of ice cream in Japan. The name Shiseido derives from a Chinese expression meaning "praise the virtues of the earth which nurtures new life and brings forth significant values".

 

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. Shiseido produces a line of cosmetics simply called "The Makeup" that provide a full range of products including: lip products, powder eye shadows, eye liner pencils, mascara, fluid and compact foundations, concealers, and powder blushes.

 

In 1957, Shiseido began sales in Taiwan, closely followed by Singapore and Hong Kong. In 1962, Shiseido expanded to Hawaii; in 1965, it established Shiseido Cosmetics America. European sales began with Italy in 1968 and Oceania with New Zealand in 1971.

 

Shiseido has become a household name not just in Japan, but in Asia and all over the world. Omotenashi, a heartfelt welcome originating from the Japanese tea ceremony, is the Shiseido credo and its approach to hospitality. It is a spirit that continues to be passed through the company to this day.

According to en.wikipedia and nuvomagazine.com

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