My sweet valentine: NEW SHISEIDO MAKEUP

SHISEIDO has reimagined beauty with the relaunch of its makeup line, surely an exciting chapter in the company's history. The result? A weightless range of products that give you vibrant, visible budge-proof pigment that really feel invisible.

The collection reflects the new mantra " Beauty Reimagined. Beauty made with soul" through bold colours, transformative textures and unbeatable quality.

“It was very important that we link the skincare—which is our heritage and pride—to SHISEIDO Makeup. That said, we are not simply a color brand with skincare claims,” explains Jill Scalamandre, President of Shiseido Global Makeup Center of Excellence. “When it comes to innovation in formulation, SHISEIDO remains unmatched in the industry, so we harnessed that technology to develop revolutionary textures in color that are in lockstep with our skincare positioning.”

The makeup collection includes 22 products, 135 shades divided in 4 textures: Gels, Dews, Powders and Inks.

Dew is a totally new category that recreates light and transforms it on the skin's surface. Aura Dew Face, Eye, Lip is available in three shades.

Gels are rediscovered in this collection through new formulas that give you a durable, high-impact finish and all with a featherweight feel.

With the Powders Shiseido reinvents traditional pigments of the past via breathable, buildable and blendable formulas.

Inks redefine the ancient art form of Japanese calligraphy with products that both give you graphic precision and extreme intensity.

Featuring some the slimmest componentry on the market today, SHISEIDO’s premiere design architect, Mao Komai, along with a team of engineers, fused modern, cutting-edge design with timeless signatures, like the brand’s iconic, lacquered red line that “symbolizes the life force that flows through nature, as well as bold, individualized beauty,” explains Komai.

“For the compacts, we were also particularly inspired by the Japanese textile called fukusa, which is used to purify tools for a traditional tea ceremony,” he adds. The smooth feel of the compacts and tubes not only feels comfortable in consumers’ hands, but also lends another sensorial element to this thoughtful collection that capitalizes on texture and epitomizes the idea of “luxe tech,” in which luxury beauty intersects with state-of-the-art technology.