At the heart of Shiseido's success is the Shiseido philosophy, which guides every aspect of the brand's operations. This philosophy consists of three elements: mission, DNA, and principles. Shiseido's mission is "beauty innovations for a better world," which reflects the brand's commitment to using the power of beauty to inspire hope, empower happiness, and contribute to a world of wellness. Shiseido's DNA is rooted in its unique heritage, which includes a focus on people, diversity, art and science, Japanese aesthetics, uncompromising quality, and the spirit of omotenashi.
Shiseido's commitment to its philosophy is reflected in its product line, which includes cosmetics and skincare