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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

Buy No7 routine · S$330.50 · 90% fitBuy Shiseido routine · S$256.58 · 74% fitSee multi-brand routine · 99% fit

Shiseido vs No7 routines for oily skin

Buy Shiseido routine · S$355.43 · 82% fitBuy No7 routine · S$556.49 · 82% fitSee multi-brand routine · 96% fit

Shiseido vs No7 routines for combination skin

Buy No7 routine · S$452.39 · 86% fitBuy Shiseido routine · S$355.43 · 82% fitSee multi-brand routine · 97% fit

Questions and answers

Shiseido or No7: which is better?

Both Shiseido and No7 are great choices, with Shiseido offering a Lovi fit level of High for dry sensitive skin and No7 offering a Lovi fit level of Superior for dry skin. Topical hyaluronic acid helps improve skin quality and signs of skin aging, and retinol stimulates collagen accumulation in naturally aged human skin.

Dermatologic Therapy, 2022The Journal of Investigative Dermatology, 2000

What is the difference between Shiseido and No7?

Shiseido is a Japanese brand founded in 1872, while No7 is a UK-based brand founded in 1935. Shiseido does better for deep hydration and radiance, whereas No7 is better for skin softening and provides a more gentle experience with less strong fragrance.

Shiseido or No7 for dry skin?

No7 is the better choice for dry skin because its routine fit is Superior, whereas Shiseido has an Average routine fit for dry skin. Topical hyaluronic acid helps improve skin quality and signs of skin aging.

Dermatologic Therapy, 2022

Shiseido or No7: which moisturizer is better?

For moisturizers, both brands offer strong options, but No7 has a Superior routine fit for mature skin while Shiseido fits best for sensitive skin, mature skin, and skin with dark spots. Shiseido's moisturizers help provide deep hydration and radiance, whereas No7's moisturizers focus on anti-aging and skin smoothing with key ingredients like hyaluronic acid and vitamin C.

Dermatologic Therapy, 2022

Which is more affordable, Shiseido or No7?

No7 is more affordable, as Shiseido has a high price point.

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

No7 performs better for mature skin, offering a Superior routine fit compared to Shiseido's High fit on this page.

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

Shiseido products on this page have more fragrance options, with 15 out of 20 listing a fragrance. In contrast, No7 products on this page are less heavily scented, with only 3 out of 13 listing a fragrance.

Which brand is better suited for addressing skin with dark spots?

Both Shiseido and No7 offer products on this page that achieve a High Lovi fit level for skin with dark spots. No7 also features key ingredients like niacinamide and vitamin C across its products, which help reduce pigmentation and improve radiance.

The British Journal of Dermatology, 2002Antioxidants, 2021

Shiseido or No7 for oily skin?

Both Shiseido and No7 achieve a High routine fit for oily skin on the products on this page. Shiseido's range includes the Deep Cleansing Foam which has a High Lovi fit for oily skin.

Shiseido or No7: which sunscreen is better?

Shiseido features the Benefiance Wrinkle Smoothing Day Cream, which achieves a Superior Lovi fit level for dry sensitive skin, mature skin, and sensitive skin. No7 offers the Protect & Perfect Intense Advanced Day Cream, which has a High Lovi fit level for mature skin, skin with dark spots, and sensitive skin.

Shiseido or No7 for sensitive skin?

Both Shiseido and No7 achieve a High routine fit for sensitive skin. Shiseido features 5 fragrance-free products out of 20 on its page, whereas No7 offers 10 fragrance-free options out of 13.

Shiseido or No7 for acne-prone skin?

Both Shiseido and No7 offer products on this page that achieve a High Lovi fit level for acne-prone skin. Shiseido features key ingredients like hyaluronic acid, while No7 includes ingredients such as niacinamide and vitamin C to help support skin clarity.

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

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