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.

Join Us! Become a SHISEIDO
Sustainability Activist Today!

#ShiseidoSBAS

#ShiseidoSBAS is an online community to share thoughts on Sustainable Beauty
and discuss what we can do to make our world more beautiful.
Together, we can make a real impact. Together, we can change the world.
Now is the time to act for the people, for the planet, and for the beauty within us all.

Q. How do you approach
Sustainable Beauty
in your daily life?
#ShiseidoSBAS
Shihori Oyama SHISEIDO Sustainability Leader
A. All Things Beautiful SHISEIDO Sustainability Leader Shihori Oyama VIEW MORE >
  • HARMONY
Tiffani Carter Vice President of
Integrated Communications,
Shiseido Americas
A. Caring for the Planet Vice President of
Integrated Communications,
Shiseido Americas Tiffani Carter VIEW MORE >
  • HARMONY
Yoshiaki Okabe Chief Brand Officer,
Brand SHISEIDO
A. Health, Well-Being and Sustainable Beauty Chief Brand Officer,
Brand SHISEIDO Yoshiaki Okabe VIEW MORE >
  • HARMONY
Montasar Dumas SHISEIDO
Communication Manager,
EMEA
A. Beauty Is Everywhere SHISEIDO
Communication Manager,
EMEA Montasar Dumas VIEW MORE >
  • HARMONY
Robert Campbell Director-General,
National Institute
of Japanese Literature
A. Cooking up a More
Sustainable Future Director-General,
National Institute
of Japanese Literature Robert Campbell VIEW MORE >
  • HARMONY
Kanoa Igarashi Professional Surfer
A. 1% More for the Beauty of Our Earth Professional Surfer Kanoa Igarashi VIEW MORE >
  • HARMONY

View All Questions

Note about our community:

Please share your ideas and thoughts in your social media posts and/or social media images or videos and tag them with special hashtag #ShiseidoSBAS. For the posts SHISEIDO would like to share at this community, we may contact you in person for your approval.

  • Contents, such as comments and photos posted are a compilation of contributions sent/agreed to be published by individuals who support this project.
  • At the agreement of the post owner, ideas belong to all those who support this project, and SHISEIDO is merely here to provide the community with a place to show everyone's thoughts. It is our policy and belief that diversity in thoughts and experience is most important for our innovative future, so we try to convey the thoughts and wishes of the contributors as is, and not as SHISEIDO's brand messages, promotional contents or socially responsible promises.
  • As catalyst of this community, we believe it is SHISEIDO's responsibility as a Sustainable Beauty Company to derive inspiration from everyone's ideas and wishes, and strive to create a more sustainable society in a short to long term basis.
  • The rights to the Contents belongs to the post owner, not to SHISEIDO. Before copying, sharing, reposting or otherwise using the Contents, please be sure you have the right to do so. We ask that you respect other people’s copyrights, trademarks, and other legal rights.
  • Please access, use or rely upon the Contents at your sole responsibility. SHISEIDO is not responsible for the availability or accuracy of the Contents; nor undertakes or assumes any duty to monitor for inappropriate or unlawful Contents.
  • SHISEIDO may, but is not obligated to, review the Contents and may delete or remove it (without notice) in its sole and absolute discretion.
  • Shiseido’s Terms of Use (https://international.shiseido.co.jp/terms-of-use.html) will be applied to your use of this community.

SBAS Ginza Summit

Watch the Launch Event

  • SBAS
    Ginza Summit
    Launch Event    View Full Movie

  • 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 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

VIEW DETAILS

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.

VIEW DETAILS

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.

Original Nishijin Brocade Pouch from FUTURE SOLUTION LX

The original Nishijin brocade pouch from FUTURE SOLUTION LX incorporates recycled fibers into its design. Its unique, continuous circular pattern represents longevity, a symbol of FUTURE SOLUTION LX, and its braided cord symbolizes the strength of important bonds.

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.

VIEW DETAILS

SHISEIDO
AquaGel Lip Palette

Created under the concept of "A Kiss to the Sea", this limited edition palette comes in five colors and textures inspired by nature.
The casing is made from Earth-friendly, marine-biodegradable Green Planet™* – a world first in packaging.

*Green Planet™ is a trademark or registered trademark of KANEKA CORPORATION.

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.

VIEW DETAILS

MOTTAINAIHARMONY Robert CampbellDirector-General, National Institute of Japanese Literature

Q:How do you approach Sustainable Beauty in your daily life?

A:Cooking up a More Sustainable Future

I pay more attention to what and how I eat these days, especially since COVID-19. Having more time to cook at home has led me to explore ways of eating that ease the stress of a busy daily life. My partner and I now cook vegan recipes together two or three times a week. It helps us learn about the impact of meat consumption on the environment – and it tastes great, too!

Profile

Robert Campbell, Ph.D., is a scholar of Japanese literature and the Director-General of the National Institute of Japanese Literature. Born in New York City, he relocated to Japan in 1985 and has since become a central figure in Edo-Meiji literature and cultural research. He is also a regular television host, news commentator and newspaper columnist.

MOTTAINAIHARMONY Kanoa IgarashiProfessional Surfer

Q:How do you approach Sustainable Beauty in your daily life?

A:1% More for the Beauty of Our Earth

My daily contribution to Sustainable Beauty mainly focuses on the environment. On a personal level, I pick up trash whenever I see it – whether that’s in the ocean, on the beach or in the street. It’s impossible for me to ignore. I also avoid using plastics whenever I can. I believe if we all do just 1% more, we will have a huge impact on the beauty of our Earth.

Profile

Raised in California, Kanoa is SHISEIDO BLUE PROJECT ambassador and one of the world’s leading pro surfers. His fun-loving personality and healthy, eco-conscious lifestyle have made him one of the most respected figures in surfing.

MOTTAINAIHARMONY Shihori OyamaSHISEIDO Sustainability Leader

Q:How do you approach Sustainable Beauty in your daily life?

A:All Things Beautiful

For me, Sustainable Beauty is about appreciating the beauty of all things in life – no matter how big or small it may seem. I enjoy growing herbs and vegetables with my son, and it’s so beautiful to see how much he appreciates the food he has grown. It’s such a joy to share that small taste of sustainability with him.

Profile

A beauty marketer with almost 15 years’ experience, Shihori’s career has been divided between Tokyo and New York. Having majored in Environmental Information, she is passionate about sustainable living and believes in the beauty of minimalism – in all aspects of life.

MOTTAINAIHARMONY Tiffani CarterVice President of Integrated Communications,
Shiseido Americas

Q:How do you approach Sustainable Beauty in your daily life?

A:Caring for the Planet

For me, Sustainable Beauty is about protecting the environment. While fully sustainable products may not be accessible to all, we can all still do our part in caring for the planet. Personally, I always recycle. And whenever possible, I opt for products with sustainable packaging, such as SHISEIDO Ultimate Sun Protector Lotion.

Profile

For over 20 years, Tiffani has led communications and integrated marketing across the beauty industry. Today, she leads US integrated communications for brand SHISEIDO, creating initiatives to elevate content deployment and nurture influencer communities. Tiffani also heads the Shiseido Americas DO IT NOW Diversity & Inclusion Network.

MOTTAINAIHARMONY Yoshiaki OkabeChief Brand Officer, Brand SHISEIDO

Q:How do you approach Sustainable Beauty in your daily life?

A:Health, Well-Being and Sustainable Beauty

In terms of my own Sustainable Beauty routine, I started Pilates a few years ago. I had been muscle training for years, but it was taking its toll on my body. I shifted focus to my core muscles and began working on my breathing. I am now more flexible, and I even enjoy the occasional lesson with my daughter. I also enjoy swimming, which helps to refresh my mind.

Profile

Yoshiaki Okabe joined Shiseido in 1989, beginning his career in the department store division. Since then, he has undertaken various roles within the company, including brand manager for Clé de Peau Beauté and senior vice president for Shiseido China prestige brands. He is now chief brand officer for brand SHISEIDO and corporate officer for Shiseido Co., Ltd. He will also lead sustainability actions with SHISEIDO.

Outside of work, Yoshiaki has always been a keen sportsman and nature lover. He believes that exercise and the power of nature are the key to a healthy, happy life.

MOTTAINAIHARMONY Montasar DumasSHISEIDO Communication Manager, EMEA

Q:How do you approach Sustainable Beauty in your daily life?

A:Beauty Is Everywhere

Sustainable Beauty is in every aspect of my life, as I believe beauty is everywhere. On a daily basis, I recycle as much as I can and I buy basic food such as pasta, sugar and flour in bulk. I also do my best to eat French organic vegetables in order to support our local industry.

Profile

Montasar is a History, Politics and Communication graduate with 15 years’ experience in Fashion and Beauty. With a multicultural background between the North African Mediterranean and the preserved French Atlantic island of Île de Ré, he has always been sensitive to environmental and social issues.