Shiseido China Showcases Three Major Brands at Beauty Expo, Demonstrating Commitment to Deep Engagement Through Diverse Portfolio and Cutting-Edge Technology

ShanghaiMay 12, 2026 /PRNewswire/ — The 30th China Beauty Expo (hereinafter referred to as “CBE”) officially opened. Shiseido China’s high-end professional sunscreen brand Anessa, collagen anti-aging expert brand Elixir, and tech-powered skincare brand RQ PYOLOGY (hereinafter referred to as “RQ PYOLOGY”) jointly participated in the exhibition. The three brands collectively outline Shiseido Group’s market strategy, which is technology-driven, channel partnership-oriented, and consumer value-focused, reaffirming its steadfast commitment to deepening its presence in China.

Shiseido Group’s booth featured a differentiated display layout centered on product technology, channel empowerment, and partner value. Anessa and Elixir, building on years of exhibition experience, highlighted their patented^[1] technologies in sunscreen and collagen anti-aging, omni-channel sales achievements, and mature market cooperation models. RQ PYOLOGY, making its debut at the expo, focused on cutting-edge solutions in tech-powered skincare, presenting a new paradigm for full-cycle skin management, becoming a standout highlight of the booth.

Anessa: Star Sunscreen Products Unveiled, All-Scenario Precision Protection

As Shiseido Group’s professional sunscreen brand, Anessa leverages the group’s century-long sunscreen research heritage to continuously drive sunscreen technology upgrades. At this year’s CBE, Anessa showcased several core sunscreen products, including the classic Anessa Perfect UV Sunscreen Skincare Milk, the newly upgraded Anessa Brightening UV Sunscreen Gel, and the newly upgraded Anessa Babycare Sunscreen designed for children’s skin.

The Anessa Perfect UV Sunscreen Skincare Milk features four years of in-house developed Auto Repair technology, where sunscreen powder flows with facial expressions to autonomously repair gaps in the sunscreen film. Combined with Auto Booster technology, it enhances UV protection when exposed to water, sweat, heat, and humidity, delivering “long-lasting endurance, damage-free protection.”

The Anessa Brightening UV Sunscreen Gel is a lavender-tinted emulsion designed for Asian skin tones, providing brightening and clarity without a white cast. It is formulated with Shiseido’s flagship whitening ingredient, tranexamic acid, to intervene in melanin production at the source, achieving triple effects: high-factor sun protection, whitening essence, and complexion correction in one product.

The newly upgraded Anessa Babycare Sunscreen is tailored for children’s skin, using a hybrid physical-chemical broad-spectrum sunscreen system and non-nano dispersion UV defense technology. It has been approved with the national “Little Gold Shield” mark and adheres to 5 major zero-additive principles^[2], making it lightweight and gentle, ideal for family sun protection.

Elixir: Collagen Anti-Aging Technology Iteration, Multi-Dimensional Rejuvenation for Firmness and Youth

Elixir, Shiseido Group’s collagen anti-aging expert brand, showcased three upgraded star products at this year’s CBE. Leveraging 43 years of collagen research expertise, Elixir presented its star lineup, including the innovatively upgraded third-generation Elixir Wrinkle Cream, the second-generation Elixir Day Protection UV Emulsion, and the new Elixir Booster Serum, along with a range of other acclaimed products, delivering more effective anti-aging benefits.

The third-generation Elixir Wrinkle Cream incorporates, for the first time, Shiseido’s patented^[3] “Collagen Strengthening Factor,” combined with “Pure Retinol.” It stimulates collagen and hyaluronic acid production within 48 hours^[4], targeting 11 stubborn wrinkles on the eyes, face, and neck. It significantly improves crow’s feet in 10 days^[5], achieving a multi-dimensional breakthrough from wrinkle reduction to contour lifting.

The new-generation Elixir Day Protection UV Emulsion features the innovative ingredient “Mitochondrial Revitalizing Factor,” providing high-factor sun protection while defending against photoaging and activating the skin’s self-renewal. Its lightweight, non-sticky texture achieves a new level of sun protection, “beyond anti-photoaging, regenerating new collagen.”

Additionally, Elixir introduced the new Elixir Booster Serum, featuring the core ingredient “New Keton” with 13 patents and certifications from 8 countries^[6]. Combined with Booster Superconducting Technology, it doubles the penetration speed of “New Keton” into the skin, activating the basement membrane—a key anti-aging target—to address multiple concerns such as sagging, wrinkles, dullness, and loss of firmness in one bottle.

RQ PYOLOGY: Debut at CBE, Presenting a New Paradigm for Full-Cycle Skin Management

RQ PYOLOGY, Shiseido China’s first high-end tech-powered skincare brand developed in-house, garnered significant attention at its CBE debut. Leveraging cutting-edge research capabilities and deep insights into Asian skin characteristics and China’s medical aesthetics consumption landscape, the brand is dedicated to providing professional institutions and consumers with more systematic, scientific, and sustainable full-cycle skin management solutions.

RQ PYOLOGY carries the group’s strategic mission in tech-powered skincare. Distinct from single-product or one-time treatment approaches, it is built on a proprietary “Skin Quotient” evaluation system and a full-cycle scientific product system, creating a closed-loop management model covering medical aesthetic interventions, professional treatments, post-procedure recovery, professional SPA care, and at-home maintenance. The brand aims to shift the industry from “single-treatment results” to “long-term skin state management,” ensuring that every medical aesthetic procedure is not just a one-time treatment but a new starting point for ongoing skin management.

To further deepen the channel partner ecosystem, RQ PYOLOGY held its first National Dealer Conference during CBE, bringing together top medical aesthetic institutions, core distributors, and industry partners to discuss brand strategy, share market opportunities, and build a long-term, win-win ecosystem.

Skincare Excellence Continues to Earn Industry Recognition

At this year’s CBE, Shiseido China’s brands received multiple honors. Anessa and Elixir won the “CBE Good Brand Award” for their outstanding product strength and strong market reputation. RQ PYOLOGY, making its debut and only one year after launch, won the “CBE Professional Good Brand Award” for its outstanding performance in the professional beauty field, while its Recombinant Collagen Liquid Dressing also received the “2026 CBE Meiyi Technology Award.” The SHISEIDO brand, leveraging its brand influence, market popularity, and omni-channel performance, won the “2026 Meiyi BEAUTY • Annual Black Diamond Brand Award.” These accolades underscore the industry’s and market’s high recognition of Shiseido China’s research capabilities and craftsmanship quality.

2026 marks the 45th anniversary of Shiseido’s entry into China. As one of the first international cosmetics groups to enter the Chinese market, Shiseido China actively collaborates with industry partners to build a new beauty ecosystem, meeting refined skincare needs with diverse innovative products. Adhering to a long-term approach, it deepens its commitment to the Chinese market, delivering safe and effective beauty experiences to more consumers.