Shu Uemura promotes minimalist approach

USE as little make-up as you possibly can. Coming from a leading cosmetics company, this piece of advice seems odd but Japanese beauty brand Shu Uemura firmly believes that all a woman needs is just a “touch” of make-up. This was the credo of cosmetologist and make-up artist Shu Uemura who founded Shu Uemura Cosmetics in 1965.

His outlook on beauty was unique and ahead of his time. His passion for nature, art and science translated into every aspect of the cosmetics brand.