KAKEGAWA, JAPAN – While it may not top the typical Tokyo tourist itinerary, the Shiseido Corporate Museum presents a compelling cultural experience for visitors with an appreciation for beauty, design, and history. Located in Kakegawa, approximately 90 minutes from Tokyo via Shinkansen, the museum offers an immersive look into the evolution of one of Japan’s most iconic beauty brands.
Founded in 1872 by Arinobu Fukuhara, Shiseido was Japan’s first private, Western-style pharmacy. Its pioneering approach combined Western pharmaceutical science with Japanese precision and aesthetic sensibilities—an ethos that remains integral to the brand today. The company’s legacy is deeply embedded in Japanese culture, with its presence widely felt in local beauty stores and pharmacies such as Harajuku’s @cosme and the nationwide Matsumoto Kiyoshi chain.
The Shiseido Corporate Museum chronicles this enduring influence through an extensive archive of campaign posters, historical packaging, advertising ephemera, and archival video content. A notable highlight includes original bottles of the skincare product Eudermine, first launched in 1897, and promotional materials from as early as 1925. The museum’s permanent exhibition also explores the brand’s design evolution, drawing heavily from Art Nouveau and Art Deco styles, and traces the development of its logos, typography, and visual identity.
As part of its 150th anniversary in 2022, Shiseido commissioned Neville Brody’s creative agency, Brody Associates, to craft a refreshed brand identity that reflects both its heritage and future aspirations. “Whether it is in the way a formula is created by our researchers, our editorial vision for a campaign, or who we collaborate with to materialise dreams and ideas, Shiseido has been a pioneer in the beauty scene since 1872,” said Valeria Baker, the company’s PR and social media group manager.
Adjacent to the museum is the Shiseido Art House, an award-winning gallery space designed by architects Takamiya Shinsuke and Taniguchi Yoshio and inaugurated in 1978. The Art House features both a permanent collection and rotating exhibitions, although it will be closed from June 7 to September 4, 2025, for the installation of the second part of a special exhibition. Visitors can still enjoy the surrounding sculpture park, which showcases works by artists such as Lee U-Fan, set amid gardens blooming with horse chestnut and olive trees during the summer months.
Together, the Shiseido Corporate Museum and Art House offer a unique window into the fusion of science, artistry, and branding that has defined Shiseido for over a century. For those with interests in photography, graphic design, architecture, fashion, or cultural history, the visit promises to be a richly rewarding experience.
