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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 brands, with the Japanese house founded in 1872 and the British line established in 1935. Shiseido is beloved for its moisturizers, cleansers, sunscreens, and serums formulated with nourishing glycerin, while No7 covers serums, eye products, moisturizers, and sunscreens built around vitamin c, shea butter, and hyaluronic acid. Both options suit mature skin best, though the former particularly addresses skin with dark spots, and the latter accommodates dry skin. They differ through their targeted formulations and key ingredients, where glycerin significantly improves stratum corneum hydration and shea butter protects skin and mitigates 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 · 99% 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 · 95% fit

Questions and answers

Shiseido or No7: which is better?

Shiseido and No7 are both strong choices, with Shiseido offering superior deep hydration and radiance on this page, while No7 provides a superior fit for mature skin and dry skin routines. The products on this page help improve skin texture and moisture using key ingredients like hyaluronic acid and niacinamide.

The British Journal of Dermatology, 2002Antioxidants, 2021

What is the difference between Shiseido and No7?

Shiseido and No7 both offer products with a High routine fit across most skin types, but Shiseido features more options containing fragrance while No7 uses key ingredients like Niacinamide and Vitamin C across the products on this page.

Shiseido or No7 for dry skin?

For dry skin, No7 offers a superior routine fit compared to Shiseido, which has a high fit for the products on this page. Topical hyaluronic acid, a key ingredient found in both brands, helps improve skin hydration and signs of aging.

Dermatologic Therapy, 2022

Shiseido or No7: which moisturizer is better?

Both Shiseido and No7 offer effective moisturizers, with Shiseido helping provide deep hydration and radiance while No7 helps with skin softening and anti-aging. For dry skin specifically, the products on this page show No7 achieves a Superior routine fit and Shiseido achieves a High fit level.

Which is more affordable, Shiseido or No7?

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

Between Shiseido and No7, which brand has fewer fragrance-free products?

Shiseido has fewer fragrance-free products on this page, offering five compared to No7 which has ten.

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

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

Which brand performs better for deep hydration and moisture according to review themes?

Shiseido performs better for deep hydration and moisture among the products on this page.

Shiseido or No7 for sensitive skin?

Both Shiseido and No7 achieve a High routine fit for sensitive skin on this page. Shiseido offers products like Essential Energy Hydrating Cream with a Superior fit for sensitive skin, while No7 features items such as Pure Retinol Eye Cream rated High for mature skin and sensitive skin.

Shiseido or No7: which sunscreen is better?

Shiseido is better for sun protection on this page, as its Ultimate Sun Protector Lotion and Benefiance Wrinkle Smoothing Day Cream offer broad options. No7 offers the Lift & Luminate Day Cream and Protect & Perfect Intense Advanced Day Cream, which help protect mature, dry, and sensitive skin.

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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