Shiseido Company, Limited is a Japanese multinational cosmetic company founded in Tokyo, Japan in 1872.
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Shiseido is one of the oldest cosmetic companies in the world and celebrated its 150th anniversary in 2022.
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In Japan, Shiseido is available at cosmetic counters at selected department stores and most pharmacies.
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Shiseido owns numerous brands and subsidiaries worldwide, in addition to its founding label.
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The name Shiseido derives from a Chinese expression meaning "praise the virtues of the earth which nurtures new life and brings forth significant values".
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In 1916, Shiseido transitioned from using historical images of Japanese female beauty to more Western ideals of beauty.
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Shiseido partnered with stores to form the Shiseido Cosmetics Chain Store System.
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Shiseido started to expand its cosmetics markets to the international market in the 1950s to 1980s.
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Since Shiseido did not want to tarnish their deluxe brand image their designs and advertisements continued to incorporate highly stylized luxurious motifs.
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Shiseido Monthly was replaced in 1933 with The Shiseido Graph, and then renamed to Hanatsubaki in 1937.
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In 1962, Shiseido expanded to Hawaii; in 1965, it established Shiseido Cosmetics America.
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In 1985, Shiseido was the first company to produce sodium hyaluronate from non-animal origin sources.
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On 15 July 2013, Shiseido announced it was opening a wholly owned subsidiary in India.
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On 20 February 2014, Shiseido agreed to sell its Carita and Decleor brands to L'Oreal for €227.
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Partial list of Shiseido's wholly owned brands and subsidiaries, as well as exclusive licensing agreements.
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Shiseido produces a line of cosmetics simply called "The Makeup" that provide a full range of products including: lip products, powder eye shadows, eye liner pencils, mascara, fluid and compact foundations, concealers, and powder blushes.
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Shiseido stepped into the world of cosmetics with the introduction of Eudermine in 1897, and established the Cosmetics Division and a store selling cosmetics in 1916.
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