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We believe in the power of beauty to create value for society now and in the future.

OUR MISSION defines everything we do at Shiseido. Despite the many challenges along the way, we firmly believe in the power of beauty and remain committed to business transformation and reform to create value for society.

Shiseido’s corporate mission is BEAUTY INNOVATIONS FOR A BETTER WORLD. We aim to create a sustainable world where everyone can enjoy a lifetime of happiness through the power of beauty. Shiseido works with its stakeholders, continuously innovating to provide solutions to social issues through the beauty business.

We aim to “Be a Global Winner with Our Heritage.” To achieve our corporate mission, we have devised WIN 2023 and Beyond, our new medium-to-long-term strategy in response to the drastically changing landscape. Under this strategy, Shiseido is committed to fundamental reforms, including business portfolio enhancement, improved profitability, and digital transformation, to become a company that creates value now and in the future. To that end, speedy and integrated management is essential.

Our value creation strategy is underpinned by our value drivers that are Shiseido’s unique assets unmatched by other companies. These drivers have matured in the century and a half since our founding and are entwined in OUR DNA, one of Shiseido’s core strengths. This in turn shapes OUR PRINCIPLES, which serve to guide the convictions of every employee at Shiseido. However, successful value creation requires continuous evolution, and we believe that our diverse professionals and ongoing beauty innovations will fuel long-term growth under WIN 2023 and Beyond.