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Shiseido - Shiseido is a Japanese Cosmetics and Haircare company founded in 1872. Although Shiseido is Japanese, the name is derived from a passage in the classic Chinese text “Praise the virtues of the great Earth, which nurtures new life and brings forth new values”. The founder of Shiseido, Arinobu Fukuhara was a former head pharmacist for the Japanese navy and developed a softening lotion in the liquid form with which we are familiar today. Shiseido also introduced the concept of colour cosmetics to Japan with its seven colours of face powder, which revolutionised the industry at a time when white face powder was the norm in Japan. Shiseido has expanded hugely over the years and now offer fragrance, cosmetics and skincare that we offer here at Direct Cosmetics at low prices.