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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

See multi-brand routine · 98% fit

Shiseido vs No7 routines for oily skin

See multi-brand routine · 97% fit

Shiseido vs No7 routines for combination skin

See multi-brand routine · 96% fit

Questions and answers

Shiseido or No7: which is better?

Both Shiseido and No7 are great choices, with Shiseido offering deep hydration and radiance while No7 stands out for skin softening and budget-friendly anti-aging products on this page. Shiseido features a Lovi fit level of High for sensitive skin, while No7 achieves a Superior Lovi fit level for mature skin.

What is the difference between Shiseido and No7?

Shiseido is often noted for deep hydration and brightening effects, while No7 is recognized for skin softening and a pleasant scent. Both brands feature products with hyaluronic acid, which helps improve skin hydration.

Dermatologic Therapy, 2022

Shiseido or No7 for dry skin?

For dry skin, No7 is a better choice because Lovi rates its routine fit as High compared to Shiseido's Average. Hyaluronic acid helps maintain deep moisture across the products on this page.

Dermatologic Therapy, 2022

Shiseido or No7: which moisturizer is better?

Both brands offer effective moisturizers, but No7 achieves a Superior Lovi fit level for mature skin compared to Shiseido. Additionally, No7 features key anti-aging ingredients like niacinamide, which helps reduce pigmentation.

The British Journal of Dermatology, 2002

Which is more affordable, Shiseido or No7?

No7 is more affordable than Shiseido, as Shiseido has a high price point while No7's reviews note its pricing disadvantages.

Between Shiseido and No7, which brand is better for mature skin?

Both Shiseido and No7 are great options for mature skin, as Shiseido has a High routine fit and No7 achieves a Superior routine fit for this skin type. No7 features key anti-aging ingredients like retinol which helps stimulate collagen accumulation in naturally aged skin.

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

How do the fragrance options differ between Shiseido and No7 products?

Shiseido products on this page more frequently contain added scent, with 15 out of 20 listing fragrance. In contrast, No7 products on this page mostly go without added scent, as only 3 out of 13 list fragrance.

Which brand has a higher routine fit for dry skin?

No7 has a higher routine fit for dry skin, reaching a High level compared to Shiseido's Average level on this page. Topical hyaluronic acid helps maintain skin hydration and improve skin quality for dry skin types.

Dermatologic Therapy, 2022

Shiseido or No7 for oily skin?

Both Shiseido and No7 are great options, as the products on this page achieve a High Lovi fit level for oily skin. Shiseido features deep-cleansing and efficient cleansers that help manage oil, while No7 offers lightweight and fast-absorbing textures that are unlikely to feel heavy.

Shiseido or No7: which sunscreen is better?

Shiseido features more options for sun protection on this page, including the Benefiance Wrinkle Smoothing Day Cream and Essential Energy Hydrating Day Cream which both achieve a Superior Lovi fit level for mature and sensitive skin types.

Shiseido or No7 for sensitive skin?

Both Shiseido and No7 are great options, as Lovi rates the routine fit for sensitive skin as High for each brand. The products on this page for both brands help provide deep hydration and moisture, though Shiseido may offer better brightening effects while No7 may provide a more gentle experience.

Shiseido or No7 for acne-prone skin?

Both Shiseido and No7 are good options for acne-prone skin, as the products on this page for both brands achieve a High routine fit level for this skin type.

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

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