Benefique Theoty Spring 2013 Makeup Collection

by PJ on Thursday, January 3, 2013

in _Japanese Brand Profile, -Benefique, -Shiseido, 2013 Spring, all about Japanese cosmetics, makeup

Shiseido Benefique Theoty Spring 2013 Makeup 1(images from
(info from &


Benefique is one of the beauty lines from Shiseido. It is mainly available in pharmacies across Japan, and it currently features skincare, base makeup, point (color) makeup, haircare, and beauty supplement items. Benefique’s point makeup range is called Theoty (note: not Theory), which has been around for quite some time. For spring 2013, Theoty’s packaging will be revamped and the new girlie look has caught my attention. (It reminds me of the very pretty Miss Elégance from a few years ago!)

Theoty’s spring 2013 makeup collection will be released in Japan on February 21st. It includes:

– Cheek (Fantasy Nuance) (above, 2 shades, ¥3990)

– Smart Eyeliner (2 shades, ¥2625)

Shiseido Benefique Theoty Spring 2013 Makeup 2


– Eyelush (2 sets, ¥1890)

Shiseido Benefique Theoty Spring 2013 Makeup 3


– Smart Eyes Black F (2 shades, ¥2100)

Shiseido Benefique Theoty Spring 2013 Makeup 5

(images from


– Smart Eyes White E (3 shades, ¥2100)

Shiseido Benefique Theoty Spring 2013 Makeup 6


– Smart Eyebrow (2 shades, ¥3150)

Shiseido Benefique Theoty Spring 2013 Makeup 4


– Mascara (Iron Curl) (1 shade, ¥3675)

Shiseido Benefique Theoty Spring 2013 Makeup 7


The new look is very different from the current packaging, which is more minimal and streamlined.

Shiseido Benefique Theoty Website 1

(image from


Related posts:

Japanese Cosmetics Focus: Shiseido &Face

Shiseido Anessa Spring/Summer 2013 Suncare Collection

New Japanese Beauty Line: Aquagirl

{ 4 comments… read them below or add one }

Citrine Wednesday, January 9, 2013

Wow, the packaging (especially the one for the false lashes) are so delicate. It’s strange that I never heard about this brand…Anyway, I would totally buy/wear that blush (if it’s not 50 USD)….


PJ Thursday, January 10, 2013

Hi Citrine,

Happy New Year! I hope you had a lovely festive season.

Theoty is a very low-key range under Shiseido Benefique. I don’t think there are often seasonal additions to the lineup, so I certainly don’t always pay a lot of attention to it.

I think the blusher looks really pretty! I will definitely have a look in person if I have a chance to.

Thank you very much for stopping by again! :)


eri Saturday, January 12, 2013

I love how brands in Japan update their looks or completely rebrand themselves. It seems to happen more often there (or is it because I focus more on Japanese brands? ^^;;) It certainly gives the impression that they are continually working on improving themselves. I’ve never noticed this line either but that blusher is looking gorgeous! A bit pricey but I’m definitely going to keep an eye out for this line. Thanks for the news!


PJ Saturday, January 12, 2013

Hi Eri,

You are very welcome! :)

Changing the packaging regularly certainly keeps things fresh and interesting. Yes, Japanese beauty lines do generally update their looks more often. I think it is one of the ways for them to stay relevant and competitive and to broaden their customer base.

Thank you for your comment again! :)


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