History of the Shu Uemura brand

Diligent student

One day, an American producer approached the director of the academy – the film “Joe the Butterfly” was filmed in Japan, and he needed a make-up assistant who spoke English well. The director, without hesitation, suggested the assiduous and diligent Shu. “My task was to constantly maintain the created image, to repeat the same makeup many times, and it was an invaluable experience,” the master later said. Shu Uemura devotedly honed his skills on the court, and his work was noticed. After filming ended, the Japanese makeup artist was invited to Hollywood.

Once Upon a Time in Hollywood

For several years, Uemura continued to work as an assistant. And, perhaps, we would never have known about him, if not for the case. During the filming of the film “My Geisha”, the make-up artist fell ill, and the young assistant was offered to make up the lead actress. The film crew was very worried, because Uemura did not have much experience. But when he finished the work, everyone was amazed at how transformed Shirley MacLaine was – in front of them was a real geisha!

Overnight, Shu Uemura became the most promising make-up artist in Hollywood. He was invited to work by Frank Sinatra himself! And after filming, he presented a beauty case with the inscription “Shu Shu Baby”.

Hydrophilic oil in bulk

“Never stop thinking, improving and creating new things” – this is Shu Uemura’s life credo developed while working in Hollywood. Making up the stars of world cinema, he could not help but notice how difficult it is for them to wash off their makeup later, how a dense mask of cosmetics spoils the skin. From Elizabeth Taylor and Debbie Reynolds, he learns about cleansing oils that remove make-up with one hand.

Returning to Japan in the mid-60s, Shu Uemura founded the Makeup Institute, which began to import American cosmetics, primarily skin cleansers. And a little later he created his own unique product – cleansing oil Unmask. Upon contact with water, it turns into a gentle emulsion that removes even stubborn makeup and does not injure the skin.

“Makeup begins with cleansing and ends with it” – soon the whole world learned about these words of the master. Shu Uemura constantly improved the formula of the oil. And with the advent of waterproof cosmetics, he released a new product – Cleansing Oil Ultime8.

Today, the cleansing line of the Shu Uemura brand has six types of cleansing oils – the so-called “classic”, with antioxidants, anti-shine Porefinist, with an anti-aging effect, for tired dull skin Blanc: Chroma. You can choose what suits you!

Not gonna get us

In 1968, Uemura launched his first Flaggy makeup collection. Its symbol is a black and white racing flag. Shu Uemura repeated this pattern on the eyelid of a fashion model – and a terrible scandal erupted. The masters were accused of impudence and free-thinking, and he sincerely wondered why makeup could not be as bold and original as fashion collections.

“In the 50s and 60s, eye shadow and blush were a kind of uniform, all women wore makeup the same way. And Uemura wanted to show that makeup is a way of self-expression,” says Uemura’s student and follower, and now makeup artist and international art director for Shu Uemura, Kakuyasu Uchiide. “And the master eventually achieved his goal: now, more than 50 years later, ladies use cosmetics to emphasize their individuality!”

The brand is collaborating with celebrities. What is worth only the joint work of Shu Uemura with Karl Lagerfeld, or rather, with his cat Choupette, who became the “face” of the Shu Uemura collection in 2014! There was an eyeliner, an eyelash curler, and false eyelashes with pink fuzz – everything to create a semblance of a cat look.

Shu Uemura today

One of the brand’s favorite products has become primer-mousse CC UV Under Base Mousse – airy and weightless, it flawlessly evens out skin tone and hides all imperfections. The primer not only masks the pores, creating conditions for flawless makeup, but also helps protect against the negative effects of sunlight.

Today, Shu Uemura products can be found in the case of any professional makeup artist. This is a real find for those who see creativity in applying makeup, and not a routine. Some people add dry elixir oil to dry eyeshadow for a creamy finish. Someone even uses lipstick instead of eye shadow.

The purpose of the branded care line is to make the skin more beautiful. “Apply our foundation, eye shadow and lipstick in the morning, and in the evening wash off the make-up with hydrophilic oil and see that the skin is better than it was,” laughs Kakuyasu Uchiide. “This was the main idea of ​​Master Uemura, and we follow it now, creating new cosmetics.”

Top 5 most popular brand cosmetic products

Of course, everyone has their own preferences, but Healthy-Food has included these five remedies in its list of the best.

Ultime8 Anti-Aging Cleansing Oil

It contains 8 nourishing oils, it gently removes impurities, moisturizes the skin and makes it radiant.

Tsuya Skin Face Cream

The special composition helps to strengthen the protective barrier of the epidermis, smoothes wrinkles, makes the skin soft and tender.

Nutri:Nectar Cleansing Emulsion

Great for cleansing dry skin. The emulsion moisturizes and nourishes without leaving a feeling of dryness.

Tsuya Skin Facial Essence Cream

Fights the first signs of aging by moisturizing and transforming the skin. The tone evens out, the face becomes smooth and radiant. Changes will be noticeable in 7 days!

Skin Perfector Facial Oil

Thanks to its nourishing ingredients, the oil moisturizes the skin and prepares it for makeup application. Use it 2 times a day – morning and evening.