Big things are happening over at Shiseido. First, the brand adopted a visionary new mantra: Beauty Reimagined. Beauty Made With Soul. To go with it, they’ve launched a brand new collection of makeup. The focal point 21 new products isn’t its 125 shades or incredible performance, but the textures, which are classified into Inks, Gels, Powders and Dews.
With ‘Inks’, products provide graphic precision and extreme intensity, while Gels are durable and come with a high-impact finish and featherweight feel. Powders are breathable, buildable and blendable, and with Dews, light is recreated to transform the skin. The collection also features five handcrafted brushes inspired by ancient Japanese calligraphy.
It gets even better.
To bring the collection to life, Shiseido has enlisted four personalities to represent each texture. The face of Inks is none other than singer/songwriter Banks; Crazy Rich Asians star, Sonoya Mizuno personifies Powders; makeup artist Kara Yoshimoto-Bua is the face of Dews and multimedia artist YiZhou embodies Gels.
Shiseido unveiled the new collection in the brand’s birthplace and global epicenter of the J-Beauty movement: Tokyo. Guests included actress Rowan Blanchard, celebrity hairstylist Jen Atkin, photographer Petra Collins, as well as model and designer Emi Suzuki.
“When people think of Japanese beauty, they think of SHISEIDO. It makes sense that this makeup launch should be celebrated in Tokyo first. Personally, seeing how this all came together makes me very proud,” said Yoshiaki Okabe, Corporate Officer of SHISEIDO Brand and Global Prestige brands.
Guests enjoyed small bites by Mokomeshi, a Tokyo based catering company. Each dish served was inspired by one of the four texture categories. Other activities included touchups by SHISEIDO makeup artists and a VIP portrait studio by director and photographer, Mike Rosenthal.