Shiseido makeup guide for transgender women and non binary people

Shiseido has released a new makeup guide designed for transgender women and non-binary individuals, aiming to help them explore their own unique beauty. The guide was developed in response to specific needs identified within the LGBTQ+ community.

The project began after Shiseido identified that many transgender women and non-binary people felt they “want to know makeup methods that suit them” but often “don’t know where to start.” To address this, the company collaborated with the certified non-profit organisation Nijiiro Diversity. It conducted a survey and in-depth interviews with 63 members of the community to understand their specific concerns. Their concerns ranged from proper eye makeup, to ageing skin, to skincare for different skin types. Most also responded that makeup helps them create their ideal selves.

Based on this feedback, makeup artists from the Shiseido Beauty Creation Center developed a series of techniques. The guide, titled “Expressing Your True Colors,” offers advice on fundamental skincare, base makeup application, and methods to soften facial structure while enhancing skin transparency and complexion. It also features case studies of three transgender women addressing their personal makeup challenges. (In fact, the guide is useful for anyone interested in basic skincare!)

In addition to the online guide, Shiseido hosted an in-person makeup workshop on 20 June. The event, co-organised with Rainbow Tokyo Kita-ku, brought together 30 transgender and non-binary participants for a hands-on session led by Shiseido Japan’s specialist staff. Attendees learned practical skills from skincare to makeup application and received personalised advice.

If you are interested in the guide, you can find it here on their feature page. The access link is located at the bottom, with the pdf file titled, “Expressing Your True Colors -A Makeup Guide for Transgender Women and Non-Binary Individuals-“.