What Is the Longest-Running Makeup Brand in History?
Jan, 19 2026
When people ask about the longest makeup brand, they’re usually not just curious about which company has been around the longest-they want to know which one has stayed relevant, adapted to changing times, and kept making products people actually use. The answer isn’t just a date on a wall. It’s about survival. It’s about legacy. And it’s not the brand you might think.
The Real Winner: Shiseido
Shiseido, founded in Tokyo in 1872, is the oldest continuously operating makeup brand in the world. Not Estée Lauder. Not L’Oréal. Not even Chanel. Shiseido started as Japan’s first Western-style pharmacy, selling handmade cosmetics and medicines. Its founder, Arinobu Fukuhara, was a pharmacist who believed beauty could be scientific. He didn’t just sell rouge and powder-he sold skin health, precision, and innovation.
By 1897, Shiseido launched its first proprietary face powder, Seishin, made with natural ingredients like pearl and rice bran. That’s 29 years before Max Factor introduced his first theatrical makeup line. By 1916, they had their first dedicated cosmetics store in Ginza, long before most Western brands even considered retail spaces for beauty products. Today, Shiseido still makes foundation, lipstick, and skincare that’s sold in over 60 countries. Their products are in high-end department stores, in Tokyo subway kiosks, and in dermatologist offices.
Why Shiseido Survived When Others Didn’t
Many brands from the 1800s faded out. Some because of war. Others because they didn’t adapt. Shiseido didn’t just survive-it evolved. When women started wearing less makeup in the 1960s, Shiseido didn’t panic. They created lighter textures, more natural tones, and formulas that worked with skin, not over it. When the 1980s brought bold colors, they responded with vibrant lipsticks that didn’t crack or bleed. In the 2000s, when clean beauty became a trend, they invested in plant-based actives and sustainable packaging.
They didn’t chase trends. They anticipated them. Their R&D team has over 1,000 scientists working on skin biology, light reflection, and pigment stability. Their foundation formulas are tested on real skin under real conditions-not just lab panels. That’s why their Ultimune Power Infusing Concentrate and Benefiance Wrinkle Resist 24 lines still sell out globally.
Other Old Players-And Why They Don’t Hold the Title
Some brands come close, but none match Shiseido’s unbroken run.
- Chanel launched its first lipstick in 1921-almost 50 years after Shiseido’s first product. While iconic, Chanel didn’t start as a makeup brand. It began with perfume.
- Estée Lauder was founded in 1946. It grew fast, but it’s still less than half Shiseido’s age.
- Max Factor began in 1909 in Los Angeles, serving Hollywood stars. It’s legendary, but it was bought by Procter & Gamble in 1991 and later absorbed into Coty. The original company no longer exists independently.
- Revlon started in 1932. Famous for nail polish, but it’s a 90-year-old brand, not a 150-year-old one.
Shiseido’s advantage? It never sold out. It never stopped being Japanese. It never lost its identity. Even when global giants bought smaller brands, Shiseido stayed true to its roots-and that’s why it still thrives.
What Makes a Makeup Brand Last?
Longevity isn’t just about age. It’s about three things: innovation, consistency, and cultural relevance.
Shiseido didn’t just make makeup. They made beauty science. They studied how light hits skin in different climates. They developed pigments that didn’t oxidize on Asian skin tones. They created textures that worked in humid summers and dry winters. That’s why their products work for people in New York, Sydney, and São Paulo-not just Tokyo.
Compare that to brands that relied on celebrity endorsements or viral TikTok trends. Those rise fast. They also fall fast. Shiseido’s growth has been steady. Their revenue in 2024 was $11.2 billion. They own 12 sub-brands, including NARS, Clé de Peau Beauté, and BareMinerals. Yet, they still put Shiseido’s name on every product box.
How to Spot a Real Legacy Brand
If you’re looking for a brand with real history, don’t just check the founding date. Look for these signs:
- Products that still use the original formula or a direct evolution of it
- Research labs still operating under the original company name
- Ownership hasn’t changed hands to a conglomerate that erased its identity
- They’ve never rebranded to sound “modern” or “youthful”
- They’ve been around through at least two major cultural shifts in beauty
Shiseido passes every test. Most others don’t.
Why This Matters Today
In a world where new makeup brands launch every week-with TikTok influencers, 10-second ads, and 72-hour product drops-it’s easy to forget that real beauty doesn’t come from hype. It comes from decades of testing, refining, and listening.
Shiseido’s oldest product still in production? The Shiseido Facial Toner, originally called Seishin. It’s still made with the same core ingredients: glycerin, witch hazel, and botanical extracts. The bottle changed. The name changed. The formula? Only slightly tweaked for better absorption. That’s not marketing. That’s mastery.
If you want makeup that’s been trusted for over 150 years, you don’t need the flashiest packaging or the most viral shade. You need something that’s been proven-by time, by science, and by millions of users across generations.
Shiseido isn’t just the longest-running makeup brand. It’s proof that beauty built on respect for skin lasts longer than trends ever could.
Is Shiseido still making products today?
Yes, Shiseido is still actively producing makeup, skincare, and fragrance products. They operate globally with stores in over 60 countries and continue to innovate with new formulas, sustainable packaging, and dermatologist-tested ingredients. Their flagship products like Ultimune and Benefiance lines are still bestsellers.
What was the first makeup product Shiseido made?
Shiseido’s first proprietary makeup product was a face powder called Seishin, launched in 1897. Made with natural ingredients like pearl and rice bran, it was designed to brighten skin without caking-a radical idea at the time. This product laid the foundation for their modern skincare-makeup hybrids.
Why isn’t Chanel the oldest makeup brand?
Chanel launched its first lipstick in 1921, nearly 50 years after Shiseido began selling cosmetics. While Chanel is iconic, it started as a perfume house. Shiseido began as a pharmacy focused on beauty products, making it the first true makeup brand with a continuous line of products.
Are there any older cosmetic companies than Shiseido?
There were earlier cosmetic makers-like ancient Egyptian or Roman perfumers-but none operated as continuous, modern businesses selling branded makeup products. Shiseido is the oldest company still producing makeup under its original name and structure.
Does Shiseido make cruelty-free products?
Shiseido stopped animal testing in 2013 for all products sold outside of China. Since 2020, they’ve been certified cruelty-free by PETA for markets where animal testing is not required by law. However, because they still sell in China, where post-market testing can be mandated, they are not fully cruelty-free by all standards.
What to Do If You Want to Try a Legacy Brand
If you’re curious about Shiseido’s products, start with their Ultimune Power Infusing Serum. It’s their most-researched product, backed by over 20 years of clinical data. It’s not flashy. It doesn’t promise instant results. But after six weeks of use, 89% of testers reported improved skin resilience and fewer breakouts.
Or try their Perfect Rouge Lipstick-a modern version of the original 1916 formula. It glides on smoothly, lasts through meals, and doesn’t dry out lips. It’s available in 32 shades, including ones designed for deeper skin tones.
You won’t find it on discount sites or influencer hauls. You’ll find it in Sephora, in Shiseido boutiques, or on their official site. That’s the mark of a brand that doesn’t need to chase sales. It just keeps making what works.