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Shiseido: A Century of Beauty, Innovation, and the “Virtues of the Earth”
GINZA, Tokyo – In the heart of Tokyo’s Ginza district, where skyscrapers intertwine with meticulously cultivated green spaces, stands a testament to the enduring power of Japanese culture and its harmonious blend of nature and progress. Here, the Shiseido Ginza Building, designed by architect Ricardo Bofill, rises as a flagship for the iconic cosmetics company. Its façade, adorned with a metal grid of Arabesques, embodies the brand’s beliefs, rooted in the ancient Chinese text, the I Ching, where “Shiseido” signifies “praise the virtues of the earth that nourish the new life and provide important value.”
inside,the lobby’s sleek,graphic design,featuring geometric patterns,black furnishings,and receptionists in striking red uniforms,reflects the influence of Serge Lutens,the house’s former artistic director. The Arabesque details, according to Ayao Yamana, represent “an existential element that leads to the spiritual dimension of Sisheido,” suggesting that true beauty possesses a hidden depth and mystery.
From Pharmacy to Global Powerhouse
Shiseido’s journey began in 1872, when arinobu (Yushin) Fukuhara, former head pharmacist for the Japanese Imperial Navy, recognized a need for modern medications and personal care products in his country. He opened a small pharmacy in Ginza, unaware that his venture, symbolized by a red camellia, would transform into a global beauty empire.
By 1888, Shiseido had already begun to branch out, launching a luxury toothpaste. A glimpse into the company’s history is preserved on the seventh floor of the Shiseido ginza Building, where showcases display milestones, including the original Eudermine red lotion, vintage advertisements, and archival footage of Tokyo’s first modern women. A portrait of Arinobu Fukuhara, dapper in a Levita and bowler hat, underscores the founder’s refined sensibilities; he even commissioned Frank Lloyd Wright to design his vacation home in Hakone.
Fukuhara’s three sons, all accomplished photographers and founders of the Japanese photographic society, epitomized the modern boys – elegant young men who embraced European fashion and frequented the fashionable Ginza district. Shinzo fukuhara, one of the brothers, captured images reminiscent of 1920s Paris and introduced ice cream and sorbets to his Tokyo pharmacy. In 1927, he became Shiseido’s first president, the same year the company debuted its Hanatsubaki perfume.
Innovation and the Pursuit of Beauty
shiseido’s commitment to innovation is further demonstrated by its global innovation center, also located in Ginza. Over 1,200 researchers work to develop new formulations, including explorations into the “beauty gene,” CNN-2. This dedication has solidified Shiseido’s place as a leading cosmetic research company.
“Place the oriental feeling in oriental knowledge,” reflects the spirit of the Shiseido Art Gallery, established in 1919. The gallery’s dedication to art and collecting is evident in its exhibitions, such as the work of photographer Bishin Jumonji, whose explorations of Buddhist culture have been featured at MoMA.
