Shiseido

Shiseido turned its attention to fine fragrance in 1917, with the release of Hanatsubaki, named for the camellia flower. Additional perfumes inspired by Japanese flowers, Fuji (a wisteria scent) and Ume (plum) were launched the next year. Shiseido’s first perfume to be sold outside Japan was 1964’s Zen; other international favorites were Inouï (1976), Koto (1967), and Murasaki (1980). The adventurous perfumes produced under the creative direction of Serge Lutens in the 1980s and early 1990s, including Nombre Noir and Féminité du Bois, remain cult favorites. More recently, Shiseido has offered a duo of aromatherapeutic fragrances named Relaxing and Energizing, a reformulation of Zen (2000), and numerous Zen flankers for men and women.