Discover the unexpected journey through Japanese beauty at the Shiseido Corporate Museum
Visiting Shiseido's Corporate Museum in Tokyo: A Hidden Gem for Beauty Lovers
If you're in Tokyo and find yourself yearning for a spot that merges art, fashion, and beauty, you absolutely can't miss Shiseido's Corporate Museum. This hidden gem is a must-see for anyone with a passion for photography, graphic design, architecture, or simply a fondness for stunning cosmetics.
Shiseido's impact on Japanese culture is undeniable, with nearly everyone you encounter in Tokyo boasting some connection to the brand. From creative consultants to video editors, their reach extends far beyond the realm of beauty. The company's domineering presence in local stores like Harajuku's @cosme and Matsumoto Kiyoshi is a testament to its longstanding legacy.
Established in 1872, Shiseido was Japan's first private, Western-style pharmacy. As the brand's founder, Arinobu Fukuhara, sought to marry Western science with an artistic approach to product design, they paved the way for success in the beauty industry. Their unique blend of scientific formulation and innovative packaging is still the driving force behind the brand today.
"Shiseido's influence on the beauty scene has been unparalleled since 1872," says Valeria Baker, PR and social media group manager for Shiseido. This celebratory spirit is evident in the company's recent 150-year anniversary, where they commissioned Neville Brody's creative agency Brody Associates to design a new Shiseido brand identity.
Located a 90-minute Shinkansen ride outside Tokyo in Kakegawa, the Shiseido Corporate Museum and Art House offers a tantalizing glimpse into the brand's impressive history. The museum is easily accessible on foot or via taxi and is broken down into two parts: the Shiseido Corporate Museum and the Shiseido Art House.
The Shiseido Art House, which first opened in 1978, displays the company's extensive art collection, both permanent and rotating exhibits. This award-winning space, designed by architects Takamiya Shinsuke and Taniguchi Yoshio, will be closed from June to September 2025 for renovations. However, the sculpture park boasts stunning works by artists like Lee U-Fan and remains open year-round.
To the right, the Shiseido Corporate Museum houses a permanent collection chronicling the brand's history through blown-up campaign posters, historical artifacts, and a rolling film showcasing advertisements and archive footage. Here, visitors can explore Shiseido's artistic influences, from art nouveau and art deco to the evolution of logos, packaging, and typography over the decades.
The museum also delves into the fascinating evolution of calligraphy and imagery in Japan, with examples dating back to Shiseido's origins as a local apothecary. The midcentury section offers insights into the globalization of the 1960s and 1970s and Serge Lutens' groundbreaking tenure as creative director from 1980 to 2000.
Notable highlights include the library, which houses some of Lutens' most iconic advertising campaigns, blending avant-garde imagery with stunning Eastern and Western aesthetics. The museum also showcases Shiseido's commitment to empowering women through its various marketing campaigns and cultural collaborations.
Perhaps one of the most captivating elements of the Shiseido Corporate Museum is the extensive product display. It's a chance to appreciate the provenance, dates, and stories behind Shiseido's iconic products, including their very first offering, Eudermine. Originally popular among geishas in 1897, Eudermine remains available today thanks to its hyaluronic acid formula.
The Shiseido Corporate Museum is open Thursdays through Saturdays in June and July, from 10 a.m. to 4:30 p.m. (last entry at 4 p.m.). Plan your visit wisely, and prepare to be inspired by the brand's breathtaking history and enduring impact on the beauty industry.
Delve deeper into Shiseido's influence beyond beauty, as their impact extends to lifestyle sectors such as fashion-and-beauty, home-and-garden, and travel. From consulting services to retail dominance, Shiseido's reach is broad and diversified.
Reflecting this diversified expansion, Shiseido's future plans include a significant update to their Art House, with renovations scheduled from June to September 2025. While the Art House temporarily closes, the sculpture park will remain open year-round, offering visitors a taste of the fashionable and artistic essence that defines Shiseido.
