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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 · 95% fit

Shiseido vs No7 routines for combination skin

See multi-brand routine · 94% fit

Questions and answers

Shiseido or No7: which is better?

Shiseido is better for deep hydration and radiance, while No7 is better for skin softening and a gentle, low-fragrance experience. Both brands feature products with hyaluronic acid, which helps improve skin quality and signs of aging.

Dermatologic Therapy, 2022

What is the difference between Shiseido and No7?

Shiseido is a Japanese brand founded in 1872 that is mostly noted for deep hydration and radiance, whereas No7 is a British brand founded in 1935 that tends to do better for skin softening and pleasant scents. For the products on this page, Shiseido features key ingredients like glycerin and hyaluronic acid across 20 items, while No7 includes vitamin C, shea butter, hyaluronic acid, and niacinamide across 13 items.

The British Journal of Dermatology, 2002Antioxidants, 2021

Shiseido or No7 for dry skin?

For dry skin, No7 has a Superior Lovi routine fit while Shiseido has a High routine fit. No7 is noted for deep hydration and moisture, and its products on this page frequently feature hyaluronic acid.

Dermatologic Therapy, 2022

Shiseido or No7: which moisturizer is better?

Shiseido and No7 both offer moisturizers with strong anti-aging and hydrating benefits, but No7 stands out with a Superior routine fit for mature and dry skin. No7 features vitamin C and niacinamide across its products, while Shiseido highlights glycerin and hyaluronic acid with deep hydration.

The British Journal of Dermatology, 2002Antioxidants, 2021

Which is more affordable, Shiseido or No7?

No7 is more affordable, as the products on this page list a high price point as a negative review theme for Shiseido.

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

Both brands suit mature skin well, but No7 is rated as having a Superior routine fit compared to Shiseido's High fit. Reviewers also mention No7 for anti-aging and line reduction, while Shiseido's products on this page are noted for firming and line-reducing moisturizers.

How do the fragrance options and scent experiences compare between Shiseido and No7 products?

Shiseido has more products with fragrance than No7, since only 5 of 20 Shiseido products on this page list no fragrance compared to 10 of 13 No7 products. Shoppers note strong fragrance for Shiseido, while No7 is rated better for a pleasant scent and gentle experience.

Which brand performs better for providing deep hydration and moisture according to reviewers?

Shiseido performs better for providing deep hydration and moisture according to reviewers.

Shiseido or No7 for oily skin?

Both brands fit oily skin well, with Lovi giving Shiseido and No7 a High fit for this skin type.

Shiseido or No7: which sunscreen is better?

Shiseido offers sunscreens on this page, such as the Benefiance Wrinkle Smoothing Day Cream and Essential Energy Hydrating Day Cream, which feature Lovi fit levels of Superior or High across various skin types like mature and sensitive skin. No7 does not feature standard sunscreens on this page, though it offers day creams that provide sun protection with high fit levels for mature and dry skin.

Shiseido or No7 for sensitive skin?

Both brands fit sensitive skin well, with Lovi rating Shiseido High and No7 High. Shiseido's products on this page list key ingredients like glycerin and hyaluronic acid to help provide deep hydration, while No7's formulas feature vitamin C, shea butter, and niacinamide.

The British Journal of Dermatology, 2002Antioxidants, 2021

Shiseido or No7 for acne-prone skin?

Both Shiseido and No7 are suitable choices, as Lovi rates both brands as having a High routine fit for acne-prone 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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