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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 established skincare houses, with the former being a Japanese brand founded in 1872 and the latter a British brand established in 1935. Shiseido offers a thoughtful array of moisturizers, cleansers, sunscreens, serums, and more formulated with glycerin, suiting sensitive and mature skin best through gentle daily care. Conversely, the British brand provides serums, eye products, moisturizers, sunscreens, and more built around vitamin C, shea butter, and hyaluronic acid to fit dry and dry sensitive skin best. While both cater to various complexions with standout treatments for concerns like acne, dark spots, and aging, they differ primarily in their heritage, core ingredients, and ideal skin types.

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

See multi-brand routine · 97% fit

Shiseido vs No7 routines for oily skin

See multi-brand routine · 95% fit

Shiseido vs No7 routines for combination skin

See multi-brand routine · 96% fit

Questions and answers

Shiseido or No7: which is better?

Both brands are great choices depending on your specific skin goals, as Shiseido excels in deep hydration and radiance while No7 offers superior anti-aging and skin smoothing results. Lovi rates No7 as having a Superior routine fit across all skin types compared to Shiseido's High fit.

What is the difference between Shiseido and No7?

Shiseido is best for sensitive skin, mature skin, and skin with dark spots, while No7 focuses best on dry skin, dry sensitive skin, and sensitive skin. Reviewers note that Shiseido leads in deep hydration and radiance, whereas No7 does better for skin softening, smoothing, and a gentle scent experience.

Shiseido or No7 for dry skin?

Both brands offer products on this page for dry skin, with Shiseido achieving an Average routine fit and No7 achieving a Superior routine fit. Topical hyaluronic acid helps improve skin quality and signs of aging.

Dermatologic Therapy, 2022

Shiseido or No7: which moisturizer is better?

Both brands offer moisturizers on this page, but No7 achieves a Superior Lovi fit level for dry skin while Shiseido ranges from Average to High. Shiseido moisturizers lean on ingredients like glycerin and hyaluronic acid, whereas No7 incorporates vitamin C, shea butter, hyaluronic acid, and niacinamide.

Dermatologic Therapy, 2022

Which is more affordable, Shiseido or No7?

No7 is more affordable, as Shiseido has a high price point that reviewers frequently mention.

Which brand has more fragrance-free products, Shiseido or No7?

No7 has more fragrance-free products, with ten out of thirteen products on this page listing no fragrance, while Shiseido has only five out of twenty fragrance-free products.

What key ingredients are found across Shiseido and No7 products?

Both Shiseido and No7 feature hyaluronic acid across the products on this page. Shiseido also relies on glycerin, while No7 includes vitamin C, shea butter, and niacinamide.

Dermatologic Therapy, 2022The British Journal of Dermatology, 2002

How do the founding years and countries of Shiseido and No7 compare?

Shiseido was founded in 1872 in Japan, whereas No7 was founded in 1935 in the United Kingdom.

Shiseido or No7 for oily skin?

For oily skin, both Shiseido and No7 are good options, as Lovi rates the routine fit for No7 as Superior and for Shiseido as High. No7 features lightweight and fast-absorbing textures, while Shiseido offers deep-cleansing and efficient cleansers such as the Deep Cleansing Foam.

Shiseido or No7: which sunscreen is better?

Shiseido features more products in this category on the page, with the Benefiance Wrinkle Smoothing Day Cream and Essential Energy Hydrating Day Cream achieving a Superior Lovi fit level for mature skin. No7 offers options such as the Protect & Perfect Intense Advanced Day Cream, which has a High Lovi fit level for mature skin.

Shiseido or No7 for sensitive skin?

Both Shiseido and No7 achieve a High routine fit level for sensitive skin based on the products on this page. Shiseido features a higher frequency of fragrance across its range, whereas most No7 products on this page list no fragrance.

Shiseido or No7 for acne-prone skin?

Both brands are a strong choice for acne-prone skin, as Lovi rates the routine fit for this skin type as High for both Shiseido and No7. Shiseido features deep-cleansing and efficient cleansers among its products on this page, while No7 includes key ingredients like niacinamide.

The British Journal of Dermatology, 2002Antioxidants, 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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