ZA Available in Japan from Fall 2012

by PJ on Friday, June 29, 2012

in -Shiseido, -ZA, 2012 Fall, all about Japanese cosmetics, makeup, skincare

Shiseido ZA Total Hydration BB Cream UV 1(image from,
info from


Currently available at 6000 retail points in China, Hong Kong, Taiwan, Vietnam, Thailand, Singapore, Malaysia, Indonesia, and New Zealand, ZA is certainly one of the best-known Japanese drugstore beauty lines in Asia. However, since its launch in 1997, the Shiseido-owned line has not been available in Japan.

This is about to change in the coming fall. According to Nikkei, ZA will be launched in Japan in September 2012. It will be sold at 300 retail points in Japan in the first year. The launch lineup will feature skincare, base makeup, and point makeup items.

ZA’s current brand ambassadors, Emma Pei, Jun Hasegawa, and Davika Hoorne, will continue their roles in Japan.

It seems that the line’s image and packaging will be unaltered in the Japanese market, but it will be interesting to see how the line might evolve in the next couple of years.


Related posts:

Foundation Face-Off (5): ZA Skin Beauty vs. ZA True White Plus

Natural Makeup Recommendations (3 of 3): Base Makeup

Creating Your New(ish) Foundation Refill

{ 2 comments… read them below or add one }

kathia Wednesday, July 4, 2012

Just out of curiosity, do you know if this is the first export of its kind for Shiseido or any Japanese brand?


PJ Wednesday, July 4, 2012

Hi Kathia,

In the late 90’s, there was a Shiseido-owned brand called 5S. As far as I know, it was sold in some parts of Asia and in North America but not in Japan. I think the brand was launched specifically to cultivate Shiseido’s international presence.

Thank you for stopping by and for your question! :)


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