De farmácia a cosméticos

A marca SHISEIDO foi criada em 1872 por Arinobu Fukuhara no distrito de Ginza, em Tóquio, para desenvolver a primeira farmácia de cultura ocidental no Japão.

Em 1906, Shinzo Fukuhara, quarto filho de Arinobu, partiu para os Estados Unidos para adquirir conhecimento da farmacologia ocidental. Após seus estudos, ele viajou para a França, onde aprendeu a arte da fotografia.

Sua admiração pelas artes, ciência e cultura ocidental o levou a retornar ao Japão para introduzir um novo estilo de vida, combinando as tradições orientais com uma visão ocidental. Em 1915, Shinzo tornou-se o primeiro presidente da SHISEIDO e decidiu dedicar sua empresa à fabricação de cosméticos.

A sua paixão pela estética e inovação foi posta a serviço de uma cultura de excelência na concepção da empresa, uma reputação ainda ativa entre artistas e designers de todo o mundo. Através da visão de Shinzo Fukuhara, a SHISEIDO evoluiu para um laboratório de ideias artísticas e científicas, desenvolvendo constantemente o melhor de ambas, para melhorar a qualidade da vida cotidiana.

Em 1922, uma seção de cuidados para o cabelo foi criada dentro do departamento de cosméticos da Shiseido em Ginza para servir de base para o desenvolvimento de métodos de cuidado da pele. Ao apostar na sua atividade estética, a Shiseido passou as décadas seguintes a reinventar-se para oferecer constantemente novos produtos validados por esta atividade profissional.

 Salões Shiseido

A Shiseido inaugurou seu primeiro salão de beleza em Ginza em 1934. Posteriormente, em 1956, a marca inaugurou um salão de beleza completo (o primeiro Shiseido Beauty Salon) no antigo Tokyu Bunka Kaikan em Shibuya, que marcou o lançamento em larga escala de sua atividade estética . Desde então, a Shiseido tem ajudado mulheres a tornar suas vidas mais bonitas por meio de cuidados com os cabelos, maquilhagem e beleza, além de vender cosméticos. Após a abertura dos salões, a empresa criou um departamento dedicado à venda de produtos profissionais, que posteriormente foi ampliado para oferecer aos salões serviços completos. Por meio desses salões, a Shiseido deu uma grande contribuição para a indústria de cabelo e beleza.

Da Tailândia em 2001, a Shiseido expandiu seus negócios de produtos profissionais para nove países asiáticos, estabelecendo uma subsidiária no mercado asiático para acelerar significativamente a expansão de seus negócios locais de serviços de cabeleireiro e salão de beleza.

Em 2013, a empresa inaugurou o SHISEIDO PROFESSIONNEL Beauty Congress destinado a todos os profissionais asiáticos, inclusive japoneses. Paralelamente, a marca organizou e sediou o BEAUTY INNOVATOR AWARD, um dos maiores concursos de fotografia da Ásia, com o objetivo de apoiar a formação de gestores que irão liderar a indústria de salões de beleza no futuro. Eventos que pretendem contribuir significativamente para o desenvolvimento desta atividade em todo o mundo.

Pencils and Eyeliner

Choosing the Right Eyeliner: A Guide

Like almost every makeup product, the choice of eyeliner is primarily based on the desired result. Whether it's a felt-tip eyeliner, liquid eyeliner, gel eyeliner, or pencil eyeliner, each has its composition. To help you navigate eye makeup more clearly, here's what you need to know to choose the right eyeliner!

Liquid Eyeliner

Presented in a small tube with its applicator brush, liquid eyeliner is the most commonly used by women. The +: Drawing with the brush attached to the cap allows for extreme precision. The liquid formula also ensures very good retention and a shiny result. The -: It's challenging to control the intensity of the usually very dark color. Liquid eyeliner also doesn't allow for playing with the thickness of the line. Therefore, you're limited to achieving a doe-eyed look or a classic line aligned with the upper lashes. Due to its liquid texture, forming the lower lashes is not possible. It also requires a steady hand because if the liquid coating is not applied properly, it's difficult to blend.

Felt-Tip Eyeliner

As the name suggests, it's an eyeliner with a felt applicator and, therefore, with a more or less thick, more or less long applicator soaked in pigments. The pros: the tip, which we prefer, if starting thick, if you're an expert, allows for impeccable layout and better control. Since the first pass of the felt-tip eyeliner, leveled with the upper lashes, the pigments dry and therefore do not cling to the eyelid. Other positives: the flawless line and the color intensity that is always top-notch, even at the end of the day. The -: Since the pigments dry quickly, it requires expertise, so it's not recommended for beginners. It's also noted that for composing the lower lashes, the felt-tip is not at all suitable.

Gel Eyeliner

This version of eyeliner is by far the favorite of professional makeup artists. Presented in a duo: a small jar + brush, there are different gel textures that you choose according to your preference: foam, cream, or gel. The pros: it's the delineated version that offers the most glamorous and sophisticated look. Since it's applied with a brush, you can easily play with the intensity of the color, as well as with the shape of the coating line you want to achieve. The brushes can also be different. You can choose a thin brush for a clean application or a wider brush for a uniform line from one corner of the eye to the other. The -: Applying a gel coating requires a certain skill that most beginners do not master. Another disadvantage is directly related to the format, as you need to take the product from the jar with a brush, it's difficult to calibrate the amount of product. Therefore, be careful with excess.

Pencil Eyeliner

It is the best ally for beginners in eye makeup. The +: it is applied very easily, especially if you're the type with two left hands. If you're struggling, you can blur the coating line with a simple brush to give your line a smoky eye effect. The -: Unfortunately, pencil eyeliner does not hold up throughout the day. It tends to smudge or disappear. Also, remember to keep the pencil so that the tip is always well-sharpened to facilitate application. Durability is not really perfect with a pencil eyeliner.

Eyes

Foolproof Tips for Eye Makeup

Flawless eye makeup is the cornerstone of a successful beauty look. While beauty mistakes are part of the learning process, they can be easily avoided. Follow these simple tips that will help you become an eye makeup expert!
Before diving into makeup, it's essential to properly prepare the base, i.e., the eye area, brow bone, and eyelids.

Two essential items: concealer and eyeshadow base.

The first is applied with a small brush, only on the ring. Above all, avoid spreading it all over under the eyes, risking creating a whitish halo that would only draw attention where you don't want it, and it can bring out under-eye bags if you have them.

The eyeshadow base, on the other hand, is essential to keep eye makeup in place throughout the day. It smoothens, unifies, and camouflages veins and redness, in short, it's a must in the beauty kit.
It's applied mainly on the eyelid and lower eyelid if you plan to apply color.

Eyebrows, to shape the look well

In recent years, we're going back to full, natural, but well-groomed eyebrows. An eyebrow makeup pencil is a must. Opt for a fine tip with a shade lighter than your eyebrows for a natural effect. Fill in sparse areas by "drawing" hairs with the pencil in the direction of eyebrow growth.

Eyeliners: Master the Art of Drawing

Eyeliner is not always easy to use. To properly trace the lash line, stretch the eyelid outward with your index finger and draw from the inner corner to the outer corner. If you're less skilled, make dots and blend with a brush or a small latex sponge for a natural result. Draw a thin line under the lower lashes for a more intense look.

Play with Eyeshadows

When it comes to enhancing the color of your eyes, choosing the right eyeshadow shade is key to flawless results.

Blue Eyes
If you have blue eyes, opt for neutral, soft, and pale tones like corals and champagnes. Avoid smoky or overly pronounced makeup, which will only make your eyes look heavier.

Green Eyes
If your eyes are green, you don't need colorful eyeshadows to attract attention. A shimmering brown is all you need for the day, while a medium purple is the perfect touch of color for a glamorous night.

Brown Eyes
For brown eyes, opt for metallic tones and pastels. Very dark shadows tend to camouflage the green and gold reflections in irises of various shades. On the other hand, delicate metallic pinks and intense powders intensify and make light brown eyes shine.

Dark Brown Eyes
As for dark brown eyes, almost any color enhances them, but neutral tones like salmon or golden bronze are more than perfect complements. Regardless of the color you choose, blend a touch of black or dark brown in the crease to add more intensity to your look.

How to apply

Regarding color application, using a flat brush, release the color from the center to the sides, emphasizing the outer corner, then blend with a soft-bristle brush. For the evening, add more shadow to the eyelid crease and outer corner. Ideally, the center and inner corner of the eyelid should have a lighter shade to create bright spots that illuminate the eyes.

The Trend is with Long Lashes

Very long lashes are popular! Use a lengthening mascara with a volumizing effect. To make the most of it, apply at least two coats, waiting 30 seconds to a minute between each. Don't skimp: the life of a mascara is only three months!

Makeup

How to Create the Perfect Makeup Bag?

It's challenging to separate the essential from the superfluous in the makeup department. Discover everything you need to keep in your makeup bag for touch-ups, day or night.

MAKEUP FOR THE COMPLEXION: THE 7 ESSENTIALS

A complexion base (or primer) to apply after the daytime moisturizer and before the foundation. This smoothens and blurs facial imperfections and enhances the foundation's staying power. There are bases for all needs: fixing for makeup setting, illuminating for a radiant complexion, mattifying for combination to oily skin, concealer for camouflaging minor redness...
A foundation to even out the complexion. Whether you prefer liquid, compact, stick, cushion... it doesn't matter, always choose the same color as your skin tone. Apply not necessarily all over the face but only in certain areas to harmonize the complexion.
A concealer to camouflage bags, dark circles, and soften the eye area. Choose according to your skin type: a rather fluid texture for normal skin and a more compact one for dry skin, for example. It should be at least 1 shade lighter than the foundation.
A corrector to eliminate small skin defects like redness, spots, or small blood vessels. Apply with light touches on the affected areas. The choice of the right product relies on its color pigments: green conceals redness, orange conceals blue of dark circles, purple conceals yellowish imperfections.
A loose powder to mattify the complexion and set the makeup all day long. Apply in very small quantities, not all over the face but in certain areas, especially the T-zone (forehead, nose, chin).
Bronzer for a healthy glow in 3 minutes! Choose a quite matte one, without glitter or pearlescent, and apply with a moderate brush on rounded areas of the face (forehead, nose, cheekbones) where the sun naturally tans us first.
A blush, to add a touch of color to the face. Quite pink for fair skin and orange for darker skin. Apply in small strokes on the cheekbones, starting from the apple of the cheek and extending outward. Avoid exaggeration to prevent the 80s makeup effect.

MAKEUP FOR THE EYES: THE 5 ESSENTIALS

A neutral eyelid primer for better application of eyeshadow, eyeliner, or kohl pencil with longer-lasting fixation. Particularly useful to avoid panda eyes during the day.
An eyeshadow palette to use the colors as desired. You don't need hundreds of different shades; a dozen will do the job very well. The idea is to be able to adjust the eyelid color according to the desired makeup (day or night, for example).
Eyeliner for almond-shaped eyes. Don't hesitate to practice repeatedly in front of the mirror to get the line perfectly aligned with the upper lashes.
A kohl pencil, easier to handle than eyeliner, to apply on the inner side of the eyes, under the lower lashes, or at the root of the upper lashes on the eyelid.
Waterproof mascara to enhance eyelash volume. If there was only one makeup accessory to keep for eye makeup, it would be this. Apply at the end to enlarge and deepen the eyes.

MAKEUP FOR THE LIPS: THE 3 ESSENTIALS

A moisturizer to nourish lips that tend to dry quickly. Apply a layer always before lipstick.
A nude lipstick to enhance the lip color. Its great advantage: it adapts to all looks and all occasions. And since there is not only one nude shade, everyone needs to find theirs.
A colored lipstick to give a highlight and color to your makeup. In terms of color, brunettes can wear absolutely everything, while blondes should avoid very cool or dark tones. And if you're not comfortable with traditional lipstick, you can easily resort to other rouge textures.

BROW MAKEUP: THE 3 ESSENTIALS

A brush to tame eyebrows. If they are already naturally filled, you may not necessarily need to apply makeup, a few touch-ups to give a beautiful shape may be enough.
Colored gel or pencil to easily fill in gaps in eyebrows. The colored gel is ultra-flexible and can be used with an angled brush to better replicate eyebrow hair.
A fixing mascara to keep eyebrows in place all day.