Shiseido has pre-launched a range of cosmetic inks, gels, powders and dews in Tokyo as part of its new makeup collection.

To be launched globally on 15 August, the range comprises 21 products in 125 shades. It is claimed to utilise state-of-the-art technology and Japan-sourced ingredients.

Buxom bareMinerals and Shiseido global development makeup president Jill Scalamandre said: “We are taking an innovative approach to makeup that no other brand has ever done before.”

“They really offer a sensorial makeup experience from a Japanese perspective.”

Shiseido Brand corporate officer Yoshiaki Okabe said: “The entire product line is exceptional in its formulations and the textures are especially remarkable. They really offer a sensorial makeup experience from a Japanese perspective.

Okabe further added: “When people think of Japanese beauty, they think of Shiseido. It makes sense that this makeup launch should be celebrated in Tokyo first. Personally, seeing how this all came together makes me very proud.”

In May, Shiseido joined the Sustainable Packaging Initiative for Cosmetics (SPICE), which was co-founded by L’Oréal and environmental sustainability consulting firm Quantis. Its 11 members are cosmetic companies Avon Products, Chanel, Clarins Group, Coty, L’Occitane en Provence, L’Oréal, LVMH, Shiseido and Sisley, as well as Cosmetic Valley and FEBEA.

As part of the SPICE initiative, Shiseido is committed to developing a new framework to encourage eco-design packages and containers for products, as well as developing  appropriate evaluation processes of environmentally friendly technologies.