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about the brand

play, master, create your own beauty – enter the tokyo makeup atelier and discover cutting-edge makeup artistry with top-quality japanese excellence in colors and services.

from tokyo to the world, shu uemura delivers the expertise of asian beauty through the art of makeup, infused with the DNA of the legendary japanese makeup artist, mr. shu uemura.

discover unique products and tools made with a frontier spirit of innovation, micro-detailed japanese craftsmanship and a dazzling spectrum of colors. be inspired by the visionary makeup creations and advices of our in-house professional makeup artists.

about the brand
you are the artist, enjoy makeup with all your senses
about the brand

shu makeup artistry

makeup artistry is made easy through our unique tools, tailor-made trendy color palettes and japanese-quality textures for asian skins. our team of professional atelier artists retains the brand legacy while constantly creating new trends with their makeup mastery.

at the counters and online, you can learn their professional techniques and explore the world of innovative makeup.

about the brand
about the brand
uchiide, international artistic director
about the brand

crafted in japan

timeless yet cutting-edge, luxurious yet functional…the fascinating paradox of the deep japanese culture shapes our brand – enjoy our iconic products and tools designed & crafted in japan with skilled craftsmanship and premium japanese ingredients.

discover the pure and intense colors in our lipsticks and eyeshadows, the world’s first hybrid pigment technology developed exclusively with an innovative japanese partner.

about the brand
about the brand

shu for you

become the woman you aspire to be.

with us, experience the tokyo flair with high creativity and edgy sophistication.

unleash your creativity, let the true you shine.

about the brand

our story

mr. shu uemura first unveiled his japanese makeup mastery based on his experience in hollywood and spectacularly developed it into a global brand

at his hands, makeup was elevated to a state of art. his innovative beauty ideas evolved to become makeup and skincare products that remain best-selling even today.

simple & rich,
quality unsurpassed
about the brand
simple & rich,
quality unsurpassed
1955

mr.shu uemura

the only male student at tokyo beauty academy,
lands a job as a makeup artist at hollywood.

mr.shu uemura

the only male student at tokyo beauty academy,
lands a job as a makeup artist at hollywood.

1962

oversees the makeup of an academy ward winning actress, shirley maclaine at the production of ‘my geisha’ – remarkably transforming her into a japanesegeisha.

his reputation soared, and he becomes a hollywood favorite among famous stars such as frank sinatra.

about the brand

opens a makeup atelier

at his family home in tokyo, offering private lessons to aspiring makeup artists.

1965
about the brand
1967

establishes japan makeup inc. which would later grow into a revolutionary global brand of shu uemura.

launches the first cleansing oil “unmask” when no other specialized oil cleansers existed at the time.

about the brand
1968

launches the world’s first mode makeup collection “flaggy”

at the time when mode was only considered as a territory of fashion, liberating makeup to a state of art. in the following years, he also hosts the world’s first onstage makeup performances.

about the brand
about the brand
1983

opens the first shu uemura beauty boutique in omotesando, tokyo.

the innovative style of display, simple and transparent packaging allowed both women and professional makeup artists to experiment with the color in an instant – this unprecedented open tester style was later hailed as a “revolution” in cosmetic retail.

1984

“ebony hard”

– the eyebrow pencil shaped in the form of a japanese naginata blade is launched, becoming the #1 brow product in asiaover the course of 30 years. discover it here.

about the brand
2006
about the brand

the legendary lip product –“rouge unlimited” is born

with the pursuit of color pay-off using the most advanced technology. rouge unlimited franchise today covers the total color spectrum of more than 150 colors. discover it here.

2008

mr. shu uemura’s trusted protégée,

uchiide becomes the international artistic director of shu uemura

uchiide becomes the international artistic director of shu uemura
2011

introduces the concept of color atelier, the refillable eyeshadows and cheek colors

- the ultimate tool for an unlimited creative expression of color.

about the brand
2017
about the brand

the epitome of skilled japanese craftsmanship – “petal 55 foundation brush” is launched.

dense bristles with 189,000 soft fibers are delicately handcrafted by skilled japanese artisans, ensuring a perfect streak-free finish. discover it here.

…the shu uemura story continues