The modern cosmetics industry is shaped by fast innovation, shifting consumer expectations, and an increasingly competitive landscape, according to Jessica Fun, managing director of Shiseido Singapore.
This has inevitably led to a myriad of challenges, among which a key one is staying relevant as consumer needs and preferences change rapidly.
“Beauty is deeply personal, and each individual has their unique expectations, which means we must continually innovate and thoughtfully leverage scientific and technological advancements to deliver more meaningful and highly personalised experiences to meet each individual’s needs,” Fun told CosmeticsDesign-Asia.
She cited the example of Shiseido’s AI-powered Skin Visualiser device, which provides personalised consultation and skin analysis, and makes beauty product recommendations tailored to the individual.
This was an experience that Shiseido Singapore recently brought to participants of its LAVENDER RING MAKEUP & PHOTOS WITH SMILES event, as part of the Shiseido Life Quality Makeup (SLQM) global social initiative.
Apart from the increasing need for personalisation and innovation, another important consideration that the beauty giant sees in the industry is diversity.
“Much like the Asia-Pacific (APAC) region as a whole, Singapore is a highly diverse market shaped by multiple cultures, lifestyles, and beauty preferences.
“This means moving beyond a one-size-fits-all approach to being deeply connected to local consumer insights, and reshaping how consumers discover, engage with, and purchase beauty products to further drive the business.
“It is also imperative that we continue to build sustainable growth through the strong equity of our brands — backed by our heritage and decades of research — and taking a science-led approach to innovation, and creating more value for our consumers and communities.”
A science-guided approach to inspire confidence and hope
Established in 1956, the SLQM initiative leverages the transformative power of beauty to support individuals living with visible skin concerns such as birthmarks, scars, vitiligo, and changes in appearance due to illnesses or cancer treatment that conventional cosmetic products and makeup techniques cannot address.
It centres on providing a greater sense of reassurance and self-expression, with beauty as a form of care as people affected by these conditions go about their daily lives — something that may be particularly challenging as they navigate their medical and skin conditions, recovery, and life transitions.
“SLQM is not an initiative driven by trends or campaigns. Rather, it is built on decades of research and long-standing collaborations with a wide range of stakeholders, including medical professionals, hospitals, research institutions, non-profit organisations, and individuals with lived experiences.
“We aim to continue building a society where everyone feels empowered to feel confident and free to be themselves. As we strive to share our expertise in beauty care and research, we endeavour to support the mental, physical, and social well-being of people facing broad skin concerns and challenges,” Fun said.
Through SLQM, Shiseido develops personalised makeup solutions and conducts various support programmes. For instance, Perfect Cover is a product series launched in 1995 that is dedicated for this initiative.
Over the years, through ongoing research and technological advancements, the range has been enhanced to meet a broader range of concerns, providing better coverage and making individuals feel more confident.
In 2025, the entire product line under Perfect Cover underwent a comprehensive renewal to elevate two core features — exceptional coverage and long-lasting performance.
Additionally, all foundation and loose powder shades have been updated to meet a more diverse range of skin tones, while selected products have an increased SPF.
Notably, Shiseido’s cleansing oil has been improved for easier and more thorough removal of Perfect Cover foundations.
Perpetuating inclusive beauty
In Singapore, the LAVENDER RING MAKEUP & PHOTOS WITH SMILES event was held for the fourth consecutive year on January 31, ahead of World Cancer Day on February 4.
Organised in partnership with Singapore Cancer Society, about 60 beneficiaries participated in one-on-one beauty makeover and consultation sessions hosted by certified Shiseido Beauty Consultants.
These sessions incorporate the Perfect Cover base makeup range and address appearance-related concerns in ways that prioritise comfort and self-expression, while fostering a sense of community and understanding.
“Through the event and SLQM, we recognise that beauty is closely tied to self-esteem, emotional well-being, and social interactions. These initiatives provide participants with a safe and supportive space where they can focus on themselves, not their medical condition, and feel seen as individuals again.
“It is so important that we make beauty accessible and relevant, including those battling and who have survived cancer and other illnesses, so that they can restore a sense of normalcy and re-engage with society and their everyday lives.”
Going forward, Shiseido looks to continue expanding both the reach and impact of SLQM.
“Not only do we aim to reach out to more individuals with deep skin concerns — regardless of the severity of visible symptoms, but also those surrounding them, including their family, friends, healthcare professionals, and support organisations.”
This also falls under Shiseido’s sustainability strategy, where the company has set a goal of supporting 1m people through the power of beauty, such as initiatives like SLQM, by 2030.
