SHISEIDO SUNCARE HISTORY
Since Shiseido launched its first sunscreen, Shiseido Uviolin, in 1923, Shiseido research has evolved sun protection technology over the years to respond to consumers’ needs. As a leader in the Japan Cosmetic Industry Association (JCIA), Shiseido proposed a new SPF measurement system using artificial sunlight, which was highly praised around the world. In this way, Shiseido contributed significantly to the development of an international SPF standard. Since the 1980s, the impact of UVA on the skin has been a focal point for global research. Shiseido, as the leader of skincare research and technology, has conducted extensive laboratory research on the relationship between UVA and skin aging.
Shiseido never stops pushing technology forward, improving your skin’s defense against UV Rays that decrease collagen, damage DNA and cause photo aging. Shiseido’s WetForce technology provides powerful protection for your skin. This innovative protective veil actually becomes more effective when it comes into contact* with water. Our exclusive SuperVeil-UV 360TM technology creates an even veil over the skin, for consistent, complete coverage and 360-degree skin protection.
Choose from a range of products for every need. Expert Sun Protection collection for active play and complete protection from UV rays. The Urban Environment Collection for daily protection from all external environmental aggressors such as UV rays, air pollution and dryness.
*Compared before and after soaking in water for 30 minutes. Be sure to reapply product immediately after water activity such as swimming or after towel-drying skin.