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Shiseido vs No7

Rated by Lovi · Unbiased, science-based skincare AI trained on real user outcomes · How the Fit score works

Shiseido and No7 are enduring skincare houses originating from Japan in 1872 and Britain in 1935, respectively. The Japanese house is beloved for its thoughtful array of moisturizers, cleansers, sunscreens, and serums, while the British brand covers serums, eye products, moisturizers, sunscreens, and more. Both choices suit mature skin best, though the former also suits sensitive skin with glycerin, and the latter suits dry skin with vitamin C, shea butter, and hyaluronic acid. They primarily differ in their heritage and targeted skin types, with the former offering standout treatments like the Treatment Softener, Benefiance Wrinkle Smoothing Day Cream, and Essential Energy Hydrating Cream, and the latter providing solutions such as the Future Renew Damage Reversal Eye Serum, Pure Retinol Eye Cream, and Protect & Perfect Intense Advanced Night Cream.

Shiseido is a Japanese skincare brand founded in 1872 and owned by Shiseido Company, Limited.

corp.shiseido.comen.wikipedia.orgmarketscreener.com

No7 is a British skincare brand founded in 1935 and owned by Sycamore Partners since 2025.

cosmeticsbusiness.comen.wikipedia.org

This page compares some of the most popular Shiseido and No7 products; for every product of both brands, with a fit score for your own skin, use the Lovi app.

Popular Shiseido vs No7 products

People Say

ShiseidoNo7
  • Deep hydration and moisture Mostly MentionedOften Mentioned
    • “Immediate sensation of comfort — Shiseido Benefiance Wrinkle Smoothing Eye Cream”
    • “Lightweight, silky, non-sticky, sinks in instantly. — Shiseido Ultimune Power Infusing Concentrate”
    • “skin feels plump, soft and nourished, eliminates dryness, bouncy feel — Shiseido VITAL PERFECTION”
    • “Skin feels moisturized — No7 Future Renew Damage Reversal Night Cream”
  • Luxurious and lightweight textures Mostly MentionedMostly Mentioned
    • “silky smooth, rich but non-greasy, absorbs quickly, melts into skin — Shiseido VITAL PERFECTION”
    • “Airy-soft texture — Shiseido Essential Energy Hydrating Cream”
    • “rich but not heavy — No7 Protect & Perfect Intense Advanced Night Cream”
    • “absorbs quickly — No7 Restore & Renew Multi Action Eye Cream”
  • Skin softening and smoothing Sometimes NotedMostly Mentioned
    • “Skin feels softer — No7 Future Renew Damage Reversal Serum”
    • “skin feels so soft — No7 Total Renewal Micro-Dermabrasion Exfoliator”
    • “leaves my eye area soft and wrinkle free — No7 Pure Retinol Eye Cream”
    • “Velvety smooth — Shiseido FUTURE SOLUTION LX”
  • Radiance and brightening effects Often MentionedOften Mentioned
    • “Skin looks brighter, more radiant, and "glowy." — Shiseido Ultimune Power Infusing Concentrate”
    • “faded pimple marks — Shiseido White Lucent Brightening Gel Cream”
    • “Eyes look more awake — Shiseido Benefiance Wrinkle Smoothing Eye Cream”
    • “healthier glow — No7 Total Renewal Micro-Dermabrasion Exfoliator”
  • Anti-aging and skin smoothing Often MentionedOften Mentioned
    • “Smoothed out crow's feet — Shiseido Benefiance Wrinkle Smoothing Eye Cream”
    • “tighter jawline, lifted appearance, improved elasticity, less sagging — Shiseido VITAL PERFECTION”
    • “Softened fine lines — No7 Pure Retinol 1% Night Concentrate”
    • “skin feels velvety — No7 Pure Retinol”
  • Pleasant scent and gentle experience Sometimes NotedOften Mentioned
    • “zero irritation — No7 Pure Retinol Eye Cream”
    • “soothing on skin — No7 Restore & Renew Multi Action Eye Cream”
    • “good for sensitive skin — No7 Pure Retinol”
    • “Pleasant floral fragrance, relaxing, luxurious smell. — Shiseido Ultimune Power Infusing Concentrate”
  • High price point Mostly MentionedRarely Noted
    • “Expensive for amount provided — No7 Future Renew Damage Reversal Serum”
    • “Very expensive for the size — Shiseido Benefiance Wrinkle Smoothing Eye Cream”
  • Strong fragrance and scent Often MentionedSometimes Noted
    • “Too much fragrance — No7 Future Renew Damage Reversal Night Cream”
    • “overpowering — No7 Protect & Perfect Intense Advanced Night Cream”
    • “Scent is overpowering — No7 Protect & Perfect Intense Advanced Day Cream”
    • “old lady smell — Shiseido Eudermine Revitalizing Essence”
  • Lack of visible results Rarely NotedOften Mentioned
    • “No change in deep wrinkles — Shiseido Benefiance Wrinkle Smoothing Eye Cream”
    • “No noticeable difference, not moisturizing enough on its own. — Shiseido Ultimune Power Infusing Concentrate”
    • “no visible lifting, just a moisturizer, didn't erase deep wrinkles — Shiseido VITAL PERFECTION”
    • “No change in wrinkles/spots — No7 Future Renew Damage Reversal Serum”

Shiseido vs No7 routines for dry skin

Buy No7 routine · AED 542.59 · 89% fitBuy Shiseido routine · AED 1,124.76 · 81% fitSee multi-brand routine · 96% fit

Shiseido vs No7 routines for oily skin

Buy No7 routine · AED 1,027.22 · 85% fitBuy Shiseido routine · AED 1,563.63 · 84% fitSee multi-brand routine · 97% fit

Shiseido vs No7 routines for combination skin

Buy No7 routine · AED 966.25 · 88% fitBuy Shiseido routine · AED 1,322.98 · 82% fitSee multi-brand routine · 96% fit

Questions and answers

Shiseido or No7: which is better?

Both brands offer solid options, but Shiseido stands out for deeper hydration and radiance, while No7 achieves a superior routine fit for mature skin.

What is the difference between Shiseido and No7?

Shiseido is a Japanese brand founded in 1872 that tends to excel in deep hydration and radiance, whereas No7 is a UK brand founded in 1935 that often performs better for skin softening, smoothing, and scent. Both brands offer products with hyaluronic acid, which helps improve skin quality and signs of aging.

Dermatologic Therapy, 2022

Shiseido or No7 for dry skin?

Both Shiseido and No7 achieve a High routine fit level on Lovi for dry skin. The products on this page for both brands feature hyaluronic acid, which helps hydrate the skin.

Dermatologic Therapy, 2022

Shiseido or No7: which moisturizer is better?

Both Shiseido and No7 offer effective moisturizers on this page, with No7 reaching a Superior Lovi fit level for mature skin compared to Shiseido's High fit level. Both brands include key hydrating ingredients like hyaluronic acid across their moisturizing ranges.

Dermatologic Therapy, 2022

Which is more affordable, Shiseido or No7?

No7 is more affordable, as Shiseido has a high price point among the products on this page.

Shiseido or No7 for oily skin?

Both Shiseido and No7 are great options for oily skin, as the products on this page offer a High routine fit for this skin type. Shiseido features deep-cleansing and efficient cleansers like Deep Cleansing Foam which has a High fit for oily skin, while No7 provides lightweight and fast-absorbing formulas.

Shiseido or No7: which sunscreen is better?

Shiseido Ultimate Sun Protector Lotion achieves an average Lovi fit for sensitive skin and a low fit for dry skin, whereas No7 sunscreen options such as Protect & Perfect Intense Advanced Day Cream reach a high Lovi fit for mature and dry skin. Hyaluronic acid helps maintain skin hydration across both product ranges.

Dermatologic Therapy, 2022

Shiseido or No7 for sensitive skin?

Both Shiseido and No7 are well suited for sensitive skin, as the products on this page achieve a High Lovi fit level for this skin type. Shiseido features glycerin and hyaluronic acid across its lineup to provide deep hydration, while No7 offers key ingredients like niacinamide and vitamin C to help improve skin radiance.

Dermatologic Therapy, 2022The British Journal of Dermatology, 2002

Shiseido or No7 for acne-prone skin?

Both Shiseido and No7 offer an equal High routine fit level for acne-prone skin on this page. Shiseido features key ingredients like hyaluronic acid and glycerin across its products, while No7 includes ingredients such as niacinamide and vitamin C to help target skin concerns.

The British Journal of Dermatology, 2002Antioxidants, 2021

Shiseido or No7 for mature skin?

Both brands are a strong choice for mature skin, with No7 reaching a Superior Lovi fit level and Shiseido achieving High. No7 features key anti-aging ingredients like retinol and vitamin C, which help stimulate collagen accumulation and improve signs of skin aging.

The Journal of Investigative Dermatology, 2000Archives of Dermatology, 2007

Shiseido or No7 for skin with dark spots?

Both Shiseido and No7 achieve a High Lovi fit level for skin with dark spots. No7 relies on key ingredients like niacinamide and vitamin C to help target pigmentation.

The British Journal of Dermatology, 2002Antioxidants, 2021

Shiseido or No7 for dry sensitive skin?

Both Shiseido and No7 achieve a High Lovi fit level for dry sensitive skin. Shiseido features hyaluronic acid to help with hydration, while No7 features ingredients like niacinamide, which helps soothe skin.

Dermatologic Therapy, 2022Antioxidants, 2021

Research behind their key ingredients

Behind this comparison

Lovi compares products by their fit scores, calculated from the full ingredient list with brand-independent rules our dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update.

  • Nadia Kapleva, MS

    Nadia Kapleva, MS

    Co-founder, Medical Director

    Cosmetic chemist, cosmetologist, aesthetic products developer

  • Alexey Shagraev, PhD

    Alexey Shagraev, PhD

    Co-founder, CEO and CTO

    PhD in computer science, 3x US patent holder, ex-Google, ex-Yandex

  • Dr. Sofía Perea Pérez, MD, MSc

    Dr. Sofía Perea Pérez, MD, MSc

    Medical Board

    Aesthetic medicine practitioner, MSc in Longevity and Anti-Aging Medicine

  • Aishani Shah, MD

    Aishani Shah, MD

    Medical Board

    Specialist dermatologist, MBBS, MD, IFAAD

  • Asya Zubkova, MS

    Asya Zubkova, MS

    Medical Board

    Cosmetic chemist, SCS, IFSCC member

  • Hanna Kurets, MD

    Hanna Kurets, MD

    Medical Board, Medical Advisor

    Dermatology MD

  • Elina Nazarenko, MD

    Elina Nazarenko, MD

    Medical Board

    Dermatology and diagnostic consultant

  • Victoria Derkova, MS

    Victoria Derkova, MS

    Medical Board

    Cosmetic chemist, cosmetic development technologist

How does it fit your skin?

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