‘We create pure, traceable and ultra-potent formulas for resilient, radiant skin and greater wellbeing.’
Shiseido is set to launch its new prestige skincare brand Ulé, which is the Japanese beauty giant’s first brand to be developed in Europe.
Ulé’s development has been led by Shiseido EMEA, with a focus on conscious beauty. This includes responsible sourcing, product safety, environmental impact reduction and transparency.
The brand uses ingredients from an entire plant, resulting in 96% ingredients from a natural origin. Ulé’s products are also dermatologically tested on sensitive skin and the benefits from the natural ingredients have been clinically tested.
They partnered with a community of experts, including botanists, formulation scientists, nutritionists and a University to formulate natural products that work.
The highly concentrated extracts from their Eco farm are combined with additional tech ingredients for resilient, glowing skin. Ulé are the first skincare brand to use vertical farming—a pure and controlled environment where we grow fresh, luxuriant plants from across the world.
Ulé is the vision of long-time beauty industry expert, Lindsay Azpitarte. Currently employed at Shiseido, and after more than 20 years in the industry, she realized that she shared the unfulfilled expectations of consumers who were looking for products that took a more conscious approach to high-performance products. To help create her vision, Lindsay has assembled a team of cosmetic experts and forward-thinking innovators , that share her passion to move beauty positively forward. while leaning on the Shiseido Group, for their extensive knowledge on R&D and product performance.