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Mission Statement and Philosophy

Mission Statement


Serving with sincerity

Utmost Sincerity

This percept has been taught as a major requirement by saints who have practiced the highest morals, "Sincerity" indicates a pure divine heart which is not mixed with selfishness.
"Utmost" means that the pure sincerity will continuously work without a break.
Sincerity is continuing day in and day out without changes, adding days and months, following which good results will be obtained for the first time.

We consistently inherit the philosophy of "Sincerity" and pass it on to the next generation.


  • Shiseido will respond to the needs of its customers at all times and will give peace of mind, safety and satisfaction to its customers.
  • Shiseido will contribute to the health and life of people through its business.
  • Shiseido aims for the prosperity and continuation of the enterprise considering its customers, employees and company as the three parties based on Sanpo Yoshi.
  • Shiseido is engaged in activities to promote environmental conservation.
  • Shiseido will fulfill its social responsibility and comply with laws and regulations.

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