The history of foundation, an ally of women for over a century

Foundation, as we know it today, actually has an ancient history that dates back to the early 20th century. It was Shiseidonel 1906 who launched the first flesh-colored face powder, the first step towards a modern foundation; up to that time there were in fact only white face powders. The Shiseido formula, based on oils, allowed it to adhere better to the skin and thus to maintain its smoothing and smoothing effect for longer.

Over time, the needs of women changed as a result of changes in their lifestyle and, in the 1960s, when the workforce began to be made up of women, they manifest the need for products that are quick to apply and simple. to apply.
Hence, Shiseido responds with the first compact foundation, which allows a perfect finish in a single gesture.

In the 70s a new need emerged: no longer just a practical and fast product, the foundation also requires a long lasting as the time that women spend outside the home, for work and leisure, increases more and more and their make up must hold up to these new rhythms. Shiseido is not caught unprepared and develops a new water repellent product, capable of resisting sweat and skin transpiration.

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© Shiseido Then we arrive at the 80s, when the quality and the ability to ensure an impeccable result, as just obtained, proved to be the new must. By identifying in the sebum the main cause why the foundation "does not hold", this time Shiseido designs a sebum-absorbing product, capable of freeing women once and for all from problems of shine and fading make-up.

From that moment on, Shiseido foundations have continued to evolve along with the lifestyle of women and the company's constant scientific and technological advances have allowed us to continue this fascinating historical journey of beauty, which is still in constant progress.

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See also:

• From nude to bright red: what will your color be?
• Shiseido Sheer and Perfect Foundation SPF15 for a perfect complexion
• Pablo Ardizzone: the advice of the make-up specialist
• How to remove make-up well