Shiseido presents innovative product based on its formulation platform

Japanese cosmetics group Shiseido has developed a sunscreen spray for the first time using an AI-supported platform for formulation development. The AI "Voyager" was used to combine fragrance and colour with the functional benefits of sun protection. The market launch of the new product is planned for summer 2026, Shiseido announced. The AI platform combines more than a century of in-house expertise and more than 500,000 formulation data points, including technologies that were previously difficult to digitise. The AI function for formulation development was developed in collaboration with technology consulting firm Accenture using in-house algorithms and has been operational since 2024.

UV protection without the hassle

The spray product is a suncare formulation concept that is set to be launched under the Fibona research and innovation programme. Shiseido used digital insights to develop a combination of light, water-like texture, fragrance and colour that goes beyond pure functionality. With the help of AI-based recommendations, researchers recognised that people want UV protection without it feeling like a chore. Based on this, an approach was developed that offers UV protection while also providing a fresh, light skin feel, a pleasant sensory experience and positive emotions through fragrance and colour. When developing the formula, the AI suggested a product similar to a facial toner and based on a two-phase beauty oil. Shiseido integrated its knowledge of how sensory stimuli influence the skin and perception.

Old research knowledge reconnected

According to the company, the Voyager AI platform supplements previous data search functions with an autonomous recommendation component. Based on existing research findings, it can independently suggest formulations that integrate different approaches and generates several dozen suggestions for evaluation from thousands of potential formulations. This is intended to significantly accelerate product development. At the same time, the system learns cosmetics-specific relationships such as emulsion mechanisms and interactions between ingredients, benefiting from researchers' knowledge that was previously difficult to digitise. By combining the elements, information from different categories can be combined. The AI is thus intended to open up new perspectives and enable young researchers to develop commercially viable formulations. The AI approach could enable new categories of cosmetics development beyond sun protection and open up new formulation avenues.

Source: Shiseido