Shiseido

One might think that the choice of name for this cosmetics and fragrance designer is simply poetic, simply marketing. Yes, in Japanese ideograms, it means "The House that contributes to the quality of life", but it's much more than a slogan.

It's a philosophy, a credo.

Shiseido proposes to embrace one of the talents of geishas: to be living works of art. Putting the idea of perfect beauty, of daily ritual in harmony with oneself, at the heart of its house, Shiseido is one of those brands that believes that cosmetics are not an accessory. It's a part of ourselves.

With the aim of tapping into ourselves to bring out our beauty, to halo it, to magnify it, Shiseido truly wishes to convey an idea of self-respect, of love for one's own body, which should no longer be an enemy or an obstacle. By creating beauty products that put women at the heart of their development, Shiseido is a particularly refined brand of creams and powders that constantly asserts its primary idea: we're already beautiful, we just want to be more so.

A reminder of what our relationship with aesthetics and our reflection can be, always with the idea that taking care of it doesn't necessarily mean cheating.

But perhaps, on the contrary, revealing ourselves.