After a multi-year hiatus, SHISEIDO Makeup is finally making its return on August 3rd! The Japanese beauty company, which dates back to 1872, is ‘Gifting Japan to the World’ with a cosmetics collection that is modern, minimalistic, and, very creative. The brand has taken a unique global approach to the products by developing the range in New York — and not Japan. Working in tandem with the company’s headquarters in Tokyo as well as tapping into SHISEIDO’s vast team around the world, this collection is the result of an ongoing international collaboration. The collection also comes with a new mantra: “Beauty Reimagined. Beauty Made With Soul.” The result is a weightless range of 21 products and 125 shades which are classified into four sensorial textures comprising of Inks, Gels, Powders and Dews.
“The focal point of the range isn’t simply the extraordinary colors or its incredible performance, but the unique, sensorial textures,” says Jill Scalamandre, President, bareMinerals, BUXOM and Global Development Shiseido Makeup. Inks redefine the collection with products that provide graphic precision and extreme intensity, while Gels rediscover products that juxtapose a durable, high-impact finish with a featherweight feel. Powders reinvent traditional pigments of the past via breathable, buildable, and bendable formulas, while Dews, a new category, recreates light to transform the surface of the skin. The collection also includes five handcrafted brushes reminiscent of ancient Japanese calligraphy. The lightweight packaging is equally as cutting-edge as what’s inside. Featuring some of the slimmest componentry on the market, SHISEIDO’s premiere design architect Mao Komai, along with a team of engineers, fused modern design with a timeless aesthetic. (more…)