New SHISEIDO Makeup Collection

SHISEIDO Celebrates Global Launch of New Makeup Collection in Tokyo, Japan

Ahead of its official global launch on August 15th, SHISEIDO — a brand synonymous with beauty, arts and culture — unveiled an entirely reimagined makeup collection in the brand’s birthplace and global epicenter of the J-Beauty movement: Tokyo. Friends, fans and faces of the brand, including newly announced SHISEIDO Global Color Artist Patrick Ta; SHISEIDO APAC Ambassador, Pony; actress, dancer and SHISEIDO Makeup Campaign Artist Sonoya Mizuno; actress Rowan Blanchard; celebrity hairstylist Jen Atkin; photographer Petra Collins; model and designer Emi Suzuki; model Yuka Mannami; and Thai beauty blogger PearyPie, gathered at TOLOT, a contemporary art gallery in Shinonome, to toast the groundbreaking collection developed around four key textures.

Equal parts modern, minimalistic, visionary, expressive, luxurious, and creative, the new SHISEIDO Makeup range is classified into four texture categories — Gels, Inks, Powders and Dews — and includes 21 products in 125 shades that seamlessly combine state-of-the-art technology, craftsmanship and locally sourced ingredients. “We are taking an innovative approach to makeup that no other brand has ever done before,” says Jill Scalamandre, President, bareMinerals, BUXOM and Global Development Shiseido Makeup.

Within TOLOT the four distinctive textures that comprise the new collection were expressed through the use of advanced sensing technology and LEDs. The overall creative direction and design of the space was led by SHISEIDO Art Director Keisuke Hori in collaboration with artist and technical director Takahiro Matsuo, and founder of Lucent (a group of specialists who create interactive experiences that express concepts through technology).

Yoshiaki Okabe, Corporate Officer of SHISEIDO Brand and Global Prestige brands, lead Sonoya Mizuno and Patrick Ta through the space explaining the importance of the new makeup collection and its imperative link to skincare. “The entire product line is exceptional in its formulations and the textures are especially remarkable. They really offer a sensorial makeup experience from a Japanese perspective,” said Okabe. Guests enjoyed small bites by Mokomeshi, a Tokyo based catering company. Each dish served was inspired by one of the four texture categories. Other activities included touchups by SHISEIDO makeup artists and a VIP portrait studio by director and photographer, Mike Rosenthal.

“When people think of Japanese beauty, they think of SHISEIDO. It makes sense that this makeup launch should be celebrated in Tokyo first. Personally, seeing how this all came together makes me very proud,” said Okabe.

Photo by Christopher Jue/Getty Images for SHISEIDO