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.

Lip Gloss

Our Tips for Choosing and Using Gloss

Transparent or pigmented, shiny or matte, which effect to adopt?
You think you know everything about this essential item? Not so sure.
If slightly pigmented formulas with a clear shine are for everyone, they have the great advantage of "giving freshness to the lips, smoothing them, and rejuvenating them." Nice when you're in your 40s," says makeup artist Miky from Lancôme. Ultra-pigmented vinyl cover effect textures should be reserved for the young. "These lacquers are the hardest to use; they only work with a very stylish, rock'n'roll look," warns the makeup artist. As for matte glosses, which are shiny when applied, velvety when touched with fingers: "Even very pigmented, they are easy to use for everyone. The blurred finish, not too graphic, is softer," continues Miky. Regardless of the gloss, the trick to leaving an elegant finish is not to apply it too close to the edge of the lips.

What's in a Gloss?

Formulas have evolved a lot since the days when all you needed was a mix of shiny synthetic oils (because natural oils are absorbed by the lips), a hint of adhesive and texturizing agents, and a touch of pigments (1%). Much work has been done to achieve the best possible spread and flexibility on the lips but also to extend retention and limit the sticky effect. "We use thermoplastic polymers that react to the temperature of the lips and their movements," explains Sylvie Guichard from L'Oréal.

The effect: a "self-smoothing" texture (even if you bite your lips, they will smooth themselves out). Other techniques also work very well, such as the use of a gelling agent with a "cushion" effect, which fluidizes the contact with the lips and offers a rather smooth texture. And, to obtain well-pigmented formulas, "oil creams" have been developed, in which you can put four times more pigments than in a "classic" gloss. "All this is added to the meticulous work of foam applicators, whose shape, flexibility, and absorption dosage determine the correct spread," emphasizes Sylvie Guichard.

Lips

Makeup for Every Lip Shape

An irresistible smile with a perfect outline is a good beginning of seduction.
Learn how to apply makeup to your lips according to their shape.

There are 3 main families of lipsticks, and each requires specific application.

•    Mattes: Start by applying a moisturizing balm to nourish the lips, let it sit for 10 minutes, and remove the excess with a tissue. Then apply a single layer of lipstick to maintain lip volume.

•    Satin Finish: Often creamier, these shades are applied with a brush for a perfect contour and enhanced lip volume.

•    Shiny: Apply a first layer of lipstick, then by hand, take a bit of lipstick material and pat it on the center of the lip to add even more volume.

My Lips Are Thin

Makeup tips from Agnes B.:

Outline a thin line slightly beyond the natural lip contour with a lip pencil in the color of your lips or slightly lighter than the lipstick shade.
Opt for bright, iridescent, and light reds to accentuate lip volume. Dark shades tend to accentuate lip thinness.

My Lips Are Full

Makeup tips from Agnes B.:

Apply a thin layer of foundation all over the mouth and dust with powder. Draw a pencil line inside the natural lip border.
Apply a matte and fairly dark red to reduce volume.
Avoid bright, vivid, pearlescent, or shiny colors.

My Upper Lip Is Flat

Makeup tips from Agnes B.

Using a brush tip, apply a corrective base on the upper lip, drawing a new rounded contour at the heart of the lip.
Then, spray the lips and add definition using a lip liner in the natural lip color.
Apply your lipstick.

My Lips Are Uneven

Makeup tips from Agnes B.

Using a brush tip, draw a regular shape using a corrective base.
Spray the mouth, draw the desired shape with a pencil around the lips, fill in, and apply lipstick.

My Lips Are Drooping

Makeup tips from Agnes B.

Camouflage the drooping corners with a touch of concealer at each corner. Rectify the line with a pencil from the lower lip to rise slightly towards the upper lip.
Observe the upper corners with the pencil by drawing an upward line.
Fill in with a pencil and apply lipstick.

The Art of Lip Liner

To successfully draw the pencil, work carefully and slowly to get perfectly symmetrical lines.
Always start by drawing the center of the upper lip in a rounded shape, the "Cupid's bow".
Draw the outer angles, starting from the corners.
Finally, draw the lower lip. Finish with the outer angles of the lower lip, starting from the corners.

Professional Tips for Beautiful Lips

The lip liner is the essential ally for drawing or redrawing the lips. It is the essential tool to emphasize the shape of the lips and prevent color from smudging. Choose the shade closest to the natural color of your lips or a shade below red.

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.