Launch of Shiseido's Co-Created Beauty Product: Sengan Serum, a Washable Type of Beauty Serum

Shiseido has announced the launch of the “Sengan Serum,” a washable type of beauty serum that delivers skin hydration by merging with water, utilizing Shiseido’s unique emulsification technology. This product is part of the “fibona” open innovation program, which aims to co-create “things that do not yet exist in the world.”

The Sengan Serum will be available for limited release at the fibona lab on the first floor of Shiseido Beauty Park starting May 27, 2025 (Tuesday). ●With its serum formula, it removes unnecessary elements and provides essential nutrients to the skin, resulting in a soft and supple texture. ●Experience improved skin and makeup application with this rinse-off serum used as part of a new morning routine washing with a serum. ●The more you use it, the more hydrated your skin becomes.

Shiseido’s unique emulsification technology that delivers skin hydration

The Sengan Serum employs Shiseido’s proprietary “Droplet Membrane Emulsification Technology” to make washing with a serum possible. This technology allows for the incorporation of very compact oil particles within the serum, which seamlessly blend into the skin’s stratum corneum. When rinsed with water, it removes unnecessary elements while delivering essential nutrients to the skin. This innovative product, a “washable type of beauty serum,” promises enhanced hydration with every use.

About the fibona program

The fibona program, launched in 2019, is Shiseido’s open innovation initiative which develops beauty products that do not yet exist in the world through co-creation. It combines over 100 years of research and development expertise with unique ideas and technologies from startups and consumers. By quickly responding to feedback and changing needs from consumers, it provides one-of-a-kind products that transcend brand boundaries, delivering exciting new value. Through a co-creation community involving researchers and consumers, it nurtures a new culture of cosmetics, awakening the beauty curiosity within each individual and sharing the joy of opening new doors to beauty. Beauty products like the Cleansing Serum will be available for purchase at the fibona lab in Shiseido Beauty Park, where researchers will utilize feedback from users in their development process. We invite you to try the beauty products at the fibona lab.

Release date May 27, 2025 (Tuesday)

Sales location Shiseido Global Innovation Center Shiseido Beauty Park, 1st floor, fibona lab 1-2-11 Takashima, Nishi-ku, Yokohama, 220-0011

Sales will end once the product is sold out.

Product overview