Shiseido perfects skin texture with mineral make-up debut


The beauty brand is to debut a new mineral based foundation in Japan at the end of June

Japanese beauty brand Shiseido will be introducing a new mineral based foundation at the end of June as the first of its new product launches for the summer. According to Japanese press reports, there will be five varieties of foundation priced between ¥1,200-¥1,900.

The foundation is said to use a new manufacturing process that compresses oil and mineral components together to deliver a smooth and consistent formula that can be easily moulded into fine beads. The result is a formula that blends smoothly and completely, giving the skin an appearance of fine texture, according to the brand. In a limited sales test earlier this year, the product proved very popular and quickly sold out at Shiseido’s online shop, Plus I.

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At launch, the products are expected to be available at about 14,000 stores, including speciality cosmetic shops, drug stores and general merchandising stores, as well as online at Plus I.