# Sensorial Makeup Collections The Relaunched SHISEIDO Makeup Spotlights Innovative Textures By Laura McQuarrie | Published 2018-07-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/shiseido-makeup-1 References: [prnewswire](https://www.prnewswire.com/news-releases/shiseido-relaunches-new-makeup-collection-centered-around-four-innovative-textures-858628336.html) & [shiseido](http://shiseido.com) [SHISEIDO Makeup](https://www.trendhunter.com/trends/innovative-foundation) was recently relaunched with a [new cosmetics collection](https://www.trendhunter.com/trends/chanels-spring-2025) that is modern, minimalist, expressive and highly sensorial. Textures are a key focus of the new collection, which introduces 125 shades, 21 products in four groups: Inks, Gels, Powders and Dews. SHISEIDO Makeup's Inks emphasize precision and intensity, while the Gels promote durability, a lightweight feel and bold finishes. Similarly, the Powders category reinvents tried-and-true pigments, while Dews introduces a completely new category that takes inspiration from the art of Japanese calligraphy. To introduce consumers to the innovative, richly textured products in a novel way, SHISEIDO invited artists to be featured in its campaign. As such, [makeup artist Kara Yoshimoto-Bua](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign) has been named the face of Dews and singer/songwriter Banks represents Inks. SHISEIDO Makeup also launched the Global Artist Collective to further champion artistic expression and creativity. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 88% | Activity: 88% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Sensorial Makeup Collections:** Disruptive innovation opportunity: Develop innovative and highly sensorial makeup products that emphasize texture and introduce new categories. - **Inks, Gels, Powders, and Dews:** Disruptive innovation opportunity: Create new cosmetic products that focus on different textures and finishes, offering consumers a wide range of options. - **Artistic Expression in Makeup Campaigns:** Disruptive innovation opportunity: Collaborate with artists and celebrities to create unique and engaging campaigns that showcase the creative possibilities of makeup. ### Industries Being Reshaped - **Cosmetics:** Disruptive innovation opportunity: Develop innovative textures and finishes in makeup products to meet the growing demand for highly sensorial cosmetics. - **Fashion:** Disruptive innovation opportunity: Explore collaborations between fashion and beauty brands to create unique and artistic makeup collections. - **Marketing and Advertising:** Disruptive innovation opportunity: Use collaborations with artists and celebrities to create captivating and authentic marketing campaigns for beauty and cosmetics brands. ## Related on Trend Hunter - [Skincare-Fortified Makeup Lines](https://www.trendhunter.com/trends/core-collection-1.md) - [Skincare-Based Makeup Launches](https://www.trendhunter.com/trends/nourishing-hues-collection.md) - [Dazzling Lipstick Collections](https://www.trendhunter.com/trends/in-the-spotlight-collection.md) - [Mermaid-Inspired Makeup Collections](https://www.trendhunter.com/trends/shells-jewel-collection.md) - [Playful Cosmetic Collections](https://www.trendhunter.com/trends/clinique-x-crayola.md) - [Beauty-Enhancing Ampoule Drinks](https://www.trendhunter.com/trends/shiseidos-new-drink-format.md) - [Floral High-End Makeup Capsules](https://www.trendhunter.com/trends/camlia-futura.md) - [Revamped Luxury Skincare Lines](https://www.trendhunter.com/trends/future-solution.md) - [Buildable Cream Eye Shadows](https://www.trendhunter.com/trends/solo-shadow-sheen.md)