What is Pure White?

Your wish come true, Pure White.

To enjoy seasons with higher UV rays.
To live everyday beautifully and brightly.
The beauty supplement, Pure White, was first introduced in 1998 and has refined with the research at Shiseido.
To respond to customers' wishes and support them.
And so in 2016, Pure White, formulated with selected raw ingredients that have the most natural origin, is reborn.
From past to present and present to future, welcoming “everyday that is so radiant and clear” from within.

Recommended
for those who wish to

  • Enjoy seasons
    with higher UV rays
  • Have bright days
    with confidence
  • Have ageless beauty

We have heard satisfying feedbacks from our dedicated customers!

  • Everyday care should not only be just external,
    internal care is important as well. (Female in her 20's)
  • Everyday becomes more dull with age. But since I started drinking, everyday feels bright and clear. (Female in her 50's)
  • I feel confident even without makeup! (Female in her 30's)
  • I have become more bright and beautiful recently.
    Friends have also asked me if I have done something different. (Female in her 40's)