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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 brand is known for nourishing moisturizers, gentle cleansers, protective sunscreens, potent serums, and versatile glycerin formulations that suit mature skin and sensitive skin best, while the British brand offers serums, eye products, moisturizers, and sunscreens built around vitamin C, shea butter, and hyaluronic acid that fit dry skin and mature skin best. Both differ primarily in their heritage, ingredient focus, and targeted skin types, with the former leaning on glycerin for stratum corneum hydration and the latter utilizing shea butter to protect skin and mitigate erythema.

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 · 96% fit

Shiseido vs No7 routines for combination skin

See multi-brand routine · 95% fit

Questions and answers

Shiseido or No7: which is better?

Both brands are great choices depending on your skin goals, with Shiseido standing out for deep hydration and radiance while No7 offers a more gentle experience for sensitive skin. Lovi rates the routine fit for dry and mature skin as Superior with No7 and High with Shiseido.

What is the difference between Shiseido and No7?

Shiseido is a Japanese brand founded in 1872 that tends to do better for deep hydration and radiance, whereas No7 is a UK-founded brand from 1935 that often brings a gentler experience with a more pleasant scent and better skin softening. For specific skin types, Lovi rates No7 as having a Superior routine fit for mature, sensitive, dry sensitive, and dry skin, while Shiseido has a High routine fit for those same types. Both brands share a High Lovi routine fit for oily, combination, acne-prone, skin with dark spots, and oily acne-prone skin.

Shiseido or No7 for dry skin?

For dry skin, No7 is a better choice on this page with a Superior routine fit compared to Shiseido's Average fit. Topical hyaluronic acid helps maintain skin hydration and improve skin quality.

Dermatologic Therapy, 2022

Shiseido or No7: which moisturizer is better?

No7 is better for mature, sensitive, and dry sensitive skin on the products on this page, where its routines reach a Superior fit compared to Shiseido's Average or High levels. For dry skin, No7 offers a Superior routine fit while Shiseido reaches an Average fit. Topical hyaluronic acid, found across the products on this page, helps improve skin quality and signs of aging.

Dermatologic Therapy, 2022

Which is more affordable, Shiseido or No7?

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

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

No7 has more fragrance-free products on this page than Shiseido, with 10 out of 13 products listing no fragrance compared to Shiseido's 5 out of 20.

Shiseido or No7 for oily skin?

Both brands are a High fit for oily skin, but Shiseido stands out more for deep hydration and moisture based on the products on this page.

Shiseido or No7: which sunscreen is better?

Shiseido has the better sunscreen options on this page, as its sunscreen products reach a Superior fit level for mature and sensitive skin compared to No7's High fit level for day creams.

Shiseido or No7 for sensitive skin?

For sensitive skin, No7 is a better choice because Lovi rates its routine as Superior, while Shiseido achieves a High fit level.

Shiseido or No7 for acne-prone skin?

Both Shiseido and No7 are well-suited for acne-prone skin, with the products on this page offering a High routine fit level for this skin type.

Shiseido or No7 for mature skin?

For mature skin, Lovi rates both Shiseido and No7 as having a High routine fit on the products on this page, while No7 is also noted as a brand fit best for mature skin. Topical hyaluronic acid, found in the products on this page, helps improve skin quality and signs of aging.

Dermatologic Therapy, 2022

Shiseido or No7 for skin with dark spots?

Both brands are a High fit for skin with dark spots according to the products on this page. Shiseido does better for radiance and brightening effects, while No7 features key ingredients like niacinamide that may help reduce cutaneous pigmentation.

The British Journal of Dermatology, 2002

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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