Since SHISEIDO was founded in 1872, the pursuit of "A Lifetime of Beauty" has been the vision and the goal SHISEIDO pledges to fulfill for its customers. SHISEIDO's corporate philosophy of providing "hospitality" ("Omotenashi" in Japanese), has been at the heart of SHISEIDO since its inception, providing the most professional and premium services and beauty solutions to each of their customers. Over the past years, SHISEIDO has remained true to this vision by offering unsurpassed products and superior service, which has been assured by support from customers and media, and also by acquiring numerous beauty awards.