Shiseido launched its first subscription service, "Optune," on July 1st. This skincare service uses a device and smartphone app to personalize skincare.


Optune is personalized skincare that adapts to each individual's skin condition on any given day. With an increasing number of women seeking to balance work and family, many find it difficult to focus on daily skincare. Skin changes constantly, influenced by a complex combination of external factors like climate and airborne particles, as well as internal factors like sleep, stress, mood, and menstrual cycle. In light of this, Shiseido developed this new skincare brand, "Optune," by leveraging the company's extensive research knowledge, including skin data, fragrance, and skin feel, accumulated over many years, and combining it with digital technology based on the Internet of Things (IoT). This is Shiseido's first monthly subscription service. Based on the skin information provided at the time of application, five "Optune Shot" skincare cartridges are selected based on the user's current skin condition and delivered to the user's home along with a dedicated IoT device. The dedicated "Optune App" allows users to view skin conditions such as moisture level, texture, sebum level, and pore visibility simply by taking a photo of their skin using their smartphone's camera. This information is then stored along with skincare records. The device then collects and analyzes various data, including the measured data, external environmental data (such as temperature, humidity, and pollen) automatically collected daily, sleep records, and information entered by the user into the app about their menstrual cycle and mood. Optune's proprietary algorithm then selects the cartridge and extraction amount needed for that day from 80,000 options and sends it to the device. Simply insert your hand into the machine to receive the two-step skincare routine your skin needs today.


The remaining cartridges in the machine are automatically managed. For women who don't have time to carefully select or purchase skincare products, a cartridge with low remaining capacity is automatically selected based on the skin's current condition and environment and delivered before it runs out. Shiseido is uncompromising in its commitment to "ease of use," an essential element of skincare. By combining its accumulated knowledge of cosmetic base development and beauty research, Shiseido has developed an algorithm and Optune Shot that are comfortable to use with any skincare routine.

The monthly fee is 10,000 yen, and applications can only be made through the application page on the Optune brand website (www.shiseido.co.jp/optune/). Further usage details are also available.





In addition, a pop-up store where you can experience the world of Optune, "Hello, Optune World!", will be open for a limited time from July 2nd to 15th at SIDE in Omotesando, Tokyo.

You can take part in a skincare tour using your own smartphone, or try out skincare using Optune's dedicated app and machine. At the moment, this pop-up store is the only place where you can actually experience the products, so if you're interested, be sure to check it out.