shu uemura heritage
"Makeup is fashion for the face"
Mr. Shu Uemura
A pioneer, an innovator, a visionary. Mr. Shu Uemura is the origin of the brand. Beyond a makeup artist, he was a pionner, an innovator, a visionary.
Born in Tokyo in 1928, he was the first Japanese makeup artist in Hollywood. He was striving to liberate beauty with his cutting-edge makeup artistry born from unimaginable creativity, producing high-quality products and crafted-in-japan quality tools that have been astonishing the world ever since.
To this day, shu uemura conveys a uniquely Japanese sensitivity towards beauty: an obsession with quality, precision, attention to details, while expressing its Japanese heritage with modernity. These are the origins of his unwavering passion as a beauty innovator.
At shu uemura, we believe that everyone can be an artist, free to create and experiment makeup looks.
With our products crafted in japan for all Asian beauty types, we promote the respect of differences regardless of your skin tone, your face shape, your eye type and even your imperfections.
shu uemura embraces them and lets them shine.
shu uemura’s vision of beauty is mindful in its making, essential in its execution and assertive in its voice.
shu uemura Brand President Worldwide
”I would like to dedicate to all the pleasure of enjoying makeup with free spirits. Find your own unique beauty by enhancing your personality. You will be even more beautiful if you enjoy makeup with freedom”Shu UemuraFounder
Beauty brings joy to people
"shu uemura has been known as the first international makeup artist brand from Japan. Without a doubt, shu uemura is a rich brand, and it goes beyond just a variety of unique products, shades, tools, makeup artistry… We have a professional spirit, and there is reason and logic behind everything we do, such as why we need those particular products, shades, makeup application techniques, customer service and so on.
It constitutes our DNA and it allowed us to thrive for over 50 years as an international cosmetic brand. I strongly believe that beauty brings joy to people. I feel it is like a sustaining force in our life. shu uemura aims to provide cutting-edge makeup artistry based on Japanese aesthetics and stands alongside Asian millennials to encourage their self-expression and help them find their own individual beauty." Uchiide International Artistic Director
1 Cutting-edge makeup artistry
Endless creativity brought to life by a talented team of atelier artists inheriting the shu uemura DNA cutting-edge makeup artistry, and based on Asian beauty expertise, and who pursue contemporary beauty with unbridled passion.
2 Japanese mastership
shu uemura’s obsession with high quality reflects the Japanese heritage of precision and attention to details and is the expression of the crafted-in-japan spirit. Functional yet beautiful professional tools are handmade in the renowned capital of brushes, Kumano, the cradle of calligraphy, while high-quality pigments and luxurious Japanese ingredients, such as precious tsubaki (camellia) oil from Toshima island, are the secret of shu uemura’s savoir-faire.
3 Asian expertise and inclusivity
shu uemura products are designed to fit Asian beauty diversity, based on extensive studies and building on the unrivalled hands-on experience of makeup artists of Asian features. shu uemura covers the spectrum of Asian skin tones, and offers tailor made service and cutting-edge makeup artistry to let each individual personality shine.
Mindful of Japanese nature
shu uemura selects sustainable locally sourced plants/ingredients from the different regions of Japan.
Mindful of Japanese craftsmanship
shu uemura respects and protects the values of craftsmanship, tools and techniques passed down through generations.
Mindful of Japanese resources
shu uemura only takes what we need and limits the left-overs or waste to safeguard our world and make sure we live in a harmonious circularity.