Shiseido's beauty and health information website, "Beauty & Co.", is hosting the "Beauty Stylist Cup," a contest to discover specialists who can express the overall beauty of women.

The website has named women who have a deep understanding and sense of fashion and makeup trends and who also exude beauty from within as "True Beauty Stylists," and is seeking candidates from the general public.

In the first stage, applicants submit ideas for makeup and styling that fit the theme. Five finalists, selected through a document review and interviews, then style one model with fashion and makeup in the second stage, and the results are judged. The key points for evaluation are how well the contestants incorporate trends tastefully and understand and express the model's background, including their lifestyle, preferences, and personality. The winner, to be decided in late March, will be certified as a "True Beauty Stylist" and will be awarded the right to direct one stage at the fashion show "TOKYO RUNWAY," scheduled to be held next March, as well as the right to feature in the anan magazine. Entries will be accepted on the website's recruitment announcement page until September 20th. The judges for the contest will be anan editor-in-chief Kuniko Nose, and other judges will include stylist Miwa Nanamori and Shiseido Beauty Top Specialist Miyako Okamoto. The contest will also be shown on a special page on the website, along with a documentary video. Beauty & Co. is a collaboration website between beauty and health companies and experts. It presents information on inner and outer beauty in six categories: beauty, health care/sports, intelligence, fashion, relaxation, and lifestyle. As of August 2013, 40 companies, including Panasonic, San-A International, and Le Creuset Japon, are participating, providing a wide range of information from various angles and producing collaborative products.