Shiseido

History and philosophy

Shiseido was founded in Ginza, Tokyo, in 1872, when Arinobu Fukuhara opened Japan's first Western-style private pharmacy. His son, Shinzo Fukuhara, later drove the development of the cosmetics business, combining research, artistic sensibility, and a new vision of personal care.

With over 150 years of history, Shiseido is a Japanese brand with an international presence whose identity combines science, aesthetics, and attention to the user experience.

Our collection focuses on hair care from Fino and Tsubaki, brands originating from Shiseido's personal care business. They now belong to FineToday, a company that began operations in July 2021 from that business.

What makes it different?

Shiseido's legacy is distinguished by integrating cosmetic research and application pleasure. In the hair selection of this collection, this attention translates into rich-textured masks and finishing oils that allow you to adapt the care to different moments in your routine.

Fino and Tsubaki offer treatments aimed at improving the fiber surface, softness, and shine. Their masks are used during washing, while the leave-in oil complements the finish and helps keep the lengths more manageable.

Who is it for?

This selection is especially indicated for those with dry, rough, frizzy, or damaged-looking hair from dyes, bleaching, or the regular use of heat tools.

It is also interesting for hair that tangles easily or has lost its shine. For fine hair, it is advisable to adjust the amount and concentrate the application on the mid-lengths and ends, avoiding overloading the roots.

Best-selling products

The first three products in order of best sellers in our collection are:

Fino Premium Touch Hair Mask: rinse-out mask to condition dry or damaged hair, improve softness and detangling, and achieve a shinier finish.

Tsubaki Premium EX Repair Mask: hair mask with camellia oil, aimed at caring for damaged lengths and improving their flexibility, manageability, and polished appearance.

Fino Premium Touch Hair Oil: leave-in treatment oil that helps soften the hair surface and provides shine and frizz control as a complement to the routine.

Fun facts and awards

The name Shiseido comes from a passage in the Chinese classic Yi Jing, related to the earth's ability to give rise to all things. That reference expresses the connection between nature, creation, and beauty present in its history.

The group's research has also received international recognition: in 2025, researcher Eisuke Takai won the top award in the poster category at the 35th IFSCC Congress, held in Cannes. This is an award for Shiseido's research, not an award given to the masks or the oil in this collection.

Frequently asked questions about the brand

Do Fino and Tsubaki still belong to Shiseido? They come from its personal care business, but they now belong to FineToday. Their historical link explains why many consumers still search for them alongside the name Shiseido.

What is the difference between a mask and hair oil? The mask conditions the hair during washing and is rinsed out. Fino Hair Oil is used without rinsing, in the indicated amount, to complement the softness and finish.

Do these products permanently repair split ends? They improve the appearance and feel of damaged hair, but they do not permanently rejoin a split end. Cutting allows you to remove the part of the fiber that has already split.