Ultimune is Shiseido's best-selling serum since its launch in 2014 — one bottle sold every seven seconds in the world, two hundred and sixty-nine awards accumulated over ten years. In March 2025, it evolved with a new formula built on a major scientific discovery: Shiseido identified the role of memory T-cells in skin ageing. These specialised immune cells detect and eliminate senescent cells — the ageing cells that contaminate those around them and accelerate the signs of age — before they become established. The new formula integrates the Power Fermented Camellia+, a patented complex derived from the camellia of the Goto Islands — cultivated in a particularly harsh environment that develops exceptional resilience in the plant. Almost the entirety of the plant is used: petals, leaves, seeds, sap — a principle of sobriety and respect for the ecosystem of the source. Ninety-one per cent of ingredients are of natural origin. The red bottle, whose curved form was inherited from the first generation and whose camellia engraved on the surface expresses "the reinterpretation of time through the prism of science", is refillable.

Eudermine is the oldest cosmetic lotion still sold in the world under its original name. Launched in 1897 at the Ginza pharmacy, it was used by geishas to protect their skin beneath the heavy makeup of performances. Its ruby-red colour, its light texture and its delicate peony fragrance — which evaporated leaving the skin supple — made it a skincare product immediately adopted by women of all ages in a Japan still largely unfamiliar with Western-style cosmetics. The current formula integrates a double hyaluronic acid for twenty-four hours of hydration, stable-form vitamin C for luminosity, and a fermented kefir extract as a probiotic for the skin microbiome. The glass bottle is refillable — a ninety-two per cent reduction in plastic compared to conventional methods. In 1997, for the lotion's centenary, Serge Lutens redesigned the bottle: an almost architectural red glass, with a perfect round cap — a nod to the Japanese flag. Shiseido's red lotion already carried the flag in its bottle, a century before Lutens named it.

In 1980, Shiseido engaged Serge Lutens — French artistic director, former collaborator of Vogue and Elle — to create a graphic representation of the point of convergence between East and West. It was he who contacted Shiseido first, convinced he could create this image. What he produced became one of the most recognised icons in the international cosmetics industry: a woman with Japanese features, a large red disc on a black background — the sun, the flag, the lacquer — in a photograph that says simultaneously tradition and modernity, East and West, without hierarchy between the two. This image remains a reference in beauty art direction. In 1992, Shiseido entrusted Lutens with the creation of the Salons du Palais Royal in Paris — a spectacular perfumery in the galleries of the Palais Royal, entirely conceived by him, which became a Parisian cult destination. In 1997, he redesigned the Eudermine bottle for its centenary. The relationship between Shiseido and Lutens is the longest and most coherent collaboration between a Japanese House and a French artistic director in the history of beauty.

The Shiseido Gallery was founded in 1919 by Shinzo Fukuhara — the founder's son, second president of the company, a recognised photographer and Shiseido's first artistic director. It is today the oldest art gallery still open to the public in Japan. Its current building on Ginza, designed by Yoshio Taniguchi — the architect also responsible for MoMA in New York and the House of Dior Ginza — received the Architectural Institute of Japan Prize in 1980. This is not a corporate gallery in the conventional sense — it is an exhibition space whose programme covers contemporary art, design and photography, independently of any direct link to the brand's products. Shinzo Fukuhara, a photographer whose work is recognised in the history of Japanese photography, understood in 1919 what some luxury brands only understood in the two thousands: that art is not an accessory of beauty, but its condition. Shiseido is a beauty House because it has always been, since 1919, a House of art.

In 1902, Arinobu Fukuhara imported from the United States Japan's first soda fountain and installed it behind the counter of his Ginza pharmacy. He also imported American ice cream cups, glasses and straws — objects still extremely rare in the Japan of the era. The fountain and the ice creams were so popular that they appeared in Japanese literature. The author Kafū Nagai wrote: "Once you have discovered Shiseido ice cream, it is impossible to taste any other." In 1928, the fountain obtained its own building — the Shiseido ice cream parlour, an institution of Ginza. It was demolished in 2001 and rebuilt by Ricardo Bofill, a Catalan architect whose poetic rationalism enters into dialogue with the historic elegance of the district. The current building houses the Shiseido Parlour — a café salon and restaurant that perpetuates this founding link between Shiseido and the sociability of Ginza. Skincare and pleasure have always cohabited at the same address. This is not commercial diversification. It is the continuity of a philosophy dating to 1902: what is good for the skin and what is simply good are not separable.

The Shiseido skincare portfolio covers the full spectrum of Japanese beauty — from sun protection to high skin nutrition, through firmness, luminosity and botanical beauty. Vital Perfection targets the firmness and vitality of mature skin with iris and peony extracts developed in the Yokohama laboratories. Future Solution LX is the House's exceptional line — formulas concentrated in longevity extracts derived from research into the biological mechanisms of cellular ageing. WASO translates into a daily routine the plant-based ingredients of the Japanese tradition — buckwheat, yuzu, seaweed — in light textures adapted to younger skin and to markets seeking natural beauty without sacrificing clinical efficacy. The WetForce sun protection — whose formula reinforces its efficacy on contact with water — is an innovation from the Shiseido manufacture that redefined the standards of the international sun protection market. These collections are distributed in Tokyo in Shiseido boutiques on Ginza and in the department stores — Isetan, Mitsukoshi, Takashimaya — with a level of beauty consultation that the Shiseido Academy of Beauty & Fashion teams have trained to their own schools' level of exigence.