News

What areSBAS?

To help make the world a more beautiful place, SHISEIDO has set a range of Sustainable Development Goals (SDGs). These goals will be pursued through our new initiative: Sustainable Beauty Actions (SBAS).
We believe that embracing your inner and outer beauty empowers you, inspires those around you and ultimately leads to a better, more beautiful world. We strive to ensure the sustainability of such a world through our innovations.

Our Sustainable
Beauty Actions

MOTTAINAI MOTTAINAI Beautiful Environment Reuse, Recycle, Reduce,
Replace with Respect.

MOTTAINAIBeautiful Environment

Reuse, Recycle, Reduce,
Replace with Respect.

In the spirit of respecting the beauty of all things, we will carry out environmental initiatives inspired by the unique Japanese concept of "MOTTAINAI".

HARMONY HARMONY Beautiful Society Good for Skin.
Good for the Environment.
Good for People.

HARMONYBeautiful Society

Good for Skin.
Good for the Environment.
Good for People.

To nurture a beautiful society, we will take action in harmony with people and nature.

EMPATHY EMPATHY Beautiful Individuals Diverse. Inclusive.
With Empathy for All.

EMPATHYBeautiful Individuals

Diverse. Inclusive.
With Empathy for All.

To ensure Diversity & Inclusion in every aspect of our brand, we respect the rights and freedom deserved by all, and we act with empathy.

SBAS Ginza Summit

Watch the Launch Event

  • SBAS
    Ginza Summit
    Digest Movie 1

MOTTAINAIBeautiful Environment

Reuse, Recycle, Reduce,
Replace with Respect.

With almost 150 years of extensive dermatological research and groundbreaking formulation development, SHISEIDO products meet the highest safety and quality standards – and are always created with sustainability in mind.

MOTTAINAI

Packaging with “MOTTAINAI” Philosophy

We have been developing sustainable packaging since 1926, the year we introduced our first refillable product inspired by the philosophy of “万物資生”, the origin of our name. The types of packaging that followed include biomass containers, recycled PETs, and low-temperature burning materials.
Our target is to achieve 100% sustainable packaging by 2025 with our 5Rs:

  • “Reduce” (e.g., thinner and lighter packaging),
  • “Reuse” (e.g., refilling),
  • “Recycle” (e.g., packaging that is easy to dismantle and separate),
  • “Replace” (e.g., development of biodegradable packaging),
  • Supplemented with “Respect” to manifest our respect for the Earth.

MOTTAINAI logos used on our packaging:

  • REUSE Designed to be
    reused or repurposed.
  • REDUCE Designed with reduced amounts of plastic.
  • RECYCLABLE Designed with
    recyclable material.

SHISEIDO EUDERMINE

With 120 years of history, SHISEIDO's EUDERMINE will be the first in the world* to use LiquiForm®, an innovative refill packaging technology, to launch refills globally in 2023.

The traditional 3-step process of molding empty bottles, transporting them to the factory and filling them with liquid in one step reduces transport CO₂ emissions by 70%**.
The refill bottle reduces plastic waste by 92%*** compared to regular packaging.

SHISEIDO EUDERMINE will continue to make history with its innovative technology.

*In cosmetic products
**Estimated from the expected sales volume of packaged products and refills
***Ratio by the weight of the packaged product

  • -92% plastic* *Compared to regular packaging.
  • Foldable for smaller waste
  • REFILL PACKAGE from EUDERMINE

SHISEIDO ESSENTIAL ENERGY REFILLS

Introducing Essential Energy Hydrating Cream Refills.

Essential Energy Hydrating Cream Refills reduces CO2 emission by 14%*, and also reduces the amount of plastic waste by 81%** through the reuse of caps and containers.

Along with Essential Energy, refills for WASO, Ultimune, and Bio-Performance are also available.

At SHISEIDO, we will continue to champion environmental activities and help protect the Earth through our refills and MOTTAINAI spirit.

*Estimated from the expected sales volume of packaged products and refills
**Ratio by the weight of the packaged product

SHISEIDO Eco-bag

Eco and elevated, the SHISEIDO peach skin Eco-bag is crafted from recycled polyester and will be available only in Japan from Monday, November 1, 2021.

This bag is part of the SHISEIDO MOTTAINAI initiative, promoting a beautiful planet and turning waste into timeless treasures.

With its soft, smooth peach skin surface, this cosmetic bag boasts vivid red ribbons to express SHISEIDO, and the bag folds into an easy-to-carry size, combining design with convenience.

SHISEIDO ULTIMUNE POWER INFUSING CONCENTRATE III

Now, find Ultimune Power Infusing Concentrate III refills anywhere in the world.

Our new refill caps contain 50% botanically-derived plastic.
Also, we make refills from Earth-friendly recyclable glass, and thanks to new caps and dispensers, eco-refills reduce plastic disposal by 95%.

Inspired by the spirit of Mottainai, these new refills showcase the traditional Japanese sentiment of guardianship.

*Glass is recycled in many countries

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SHISEIDO
ULTIMUNE FOUNTAIN

A new refill service for the iconic ULTIMUNE Power Infusing Concentrate. Inspired by the “MOTTAINAI” spirit of Japan and designed to reduce environmental impact.

Customers can bring empty ULTIMUNE bottles to the SHISEIDO GLOBAL FLAGSHIP STORE in Ginza, Tokyo where they will be cleaned and refilled.

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HARMONYBeautiful Society

Good for Skin.
Good for the Environment.
Good for People.

With almost 150 years of extensive dermatological research and groundbreaking formulation development, SHISEIDO products meet the highest safety and quality standards – and are always created with sustainability in mind.

HARMONY

In Perfect HARMONY with the World We Live in

With safety as our first and foremost priority, we select ingredients with sensitivity and consideration for the environment, and an ethical attitude. In addition to fully complying with the regulations of the countries in which we operate, we have imposed a strict set of internal safety standards to add an extra layer of assurance.

For more details on our ingredients and corporate policy, please visit:https://our-products-policy.shiseido.com/en/ingredients/

HARMONY logos used on our packaging:

  • BIO Designed with bio-derived plastic,
    including bio-degradable plastic.
  • Designed with consciousness to our ocean Designed to be
    ocean-conscious.

WASO LOCAL
REVITALIZATION
PROJECT

WASO is more than skincare. It’s a commitment to the Earth and our local communities. 

Through the WASO Local Revitalization Project, we support the local farmers who grow our cherished ingredients. It’s more than sustainable agriculture. It’s building thriving communities and ecosystems.


WASO has committed to three promises: A Promise to Skin, A Promise to People, and A Promise to Nature. The WASO Local Revitalization Project is a local solution to a global problem.

One consequence of climate change is crop damage, so to reduce the risk to crops and to preserve communities, WASO launched the Give Back initiative.

We understand the importance of sustainable agriculture and its impact on local communities, so this initiative is a joint project with Okinawa Aloe. Together we will donate a portion of proceeds from sales to the area where local farmers grow Shikuwasa Lime, an important WASO skincare ingredient. Under this initiative, we plan to plant 3,000 saplings by 2024.

In 2021, we prepared 3,000 saplings and planted them in the Shiseido Okinawa Shikuwasa Farm earlier this year. Now, new growth has sprouted from the saplings as they continue to grow bigger.

As beauty advances alongside lifestyle and values changes, Shiseido continues to develop Shiseido Sustainable Beauty Actions (SBAS). Join us and appreciate the wonders of nature, our planet’s future, and the possibilities that lie in beauty.

Discover WASO's 3 Promises

SHISEIDO BLUE PROJECT

SHISEIDO is dedicated to improving the health and beauty of our planet’s oceans. In collaboration with the World Surf League, the global home of surfing, and PURE, the World Surf League’s environmental initiative committed to inspire, educate and empower ocean protection, the SHISEIDO BLUE PROJECT encourages ocean lovers from around the world to join hands in protecting and supporting the beaches we love, the oceans we depend on, and the skin we live in.

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EMPATHYBeautiful Individuals

Diverse. Inclusive.
With Empathy for All.

Through the concept of #ALIVEwithBeauty, SHISEIDO strives to bring out the beauty of every individual, regardless of gender, age, nationality or any other personal attribute.
To ensure Diversity & Inclusion in every aspect of our brand, we respect the rights and freedom deserved by all, and we act with empathy.

EMPATHY

SEE, SAY, DO. PROJECT

SHISEIDO will develop SEE, SAY, DO. Project. The project highlights UBB as a first step toward realizing the world SHISEIDO strives for, where everyone, regardless of gender, age, nationality or any other personal attribute, can enjoy their unique lives and empathize with one another’s individual beauty.

As our first action, we will launch an interactive website, and SEE, SAY, DO. program for companies and organizations to deepen their understanding of UBB.

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