A century of radiance

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#SHISEIDO

A moment of reflection.

Instead of just targeting dark sports and inhibiting melanin, Shiseido focussed on the five ideal conditions that enable bright, white skin.

Shiseido WHITE LUCENT is formulated to reduce impurities from the skin's surface as well as the deeper layers, for brightening results.

Shiseido's century of whitening research now illuminates the true path to radiant skin.

In 1917, Shiseido launched the first whitening lotion. And ever since, Shiseido's meticulous whitening research has been dedicated to making bright, translucent, beautiful skin a possibility for every woman.

Now, after a century, the star of the WHITE LUCENT product line is newly launched, in its 5th generation.