d program "High-Performance Base Lotion*1 and Emulsion" Exceeds 2.5 Million Units Shipped*2 - User Base Expands by +25%*3! ~Communication also launched to address recurring sensitive skin concerns during spring, when skin is under increased stress~

d program, the No. 1 sensitive skin care brand*4, has announced that its renewed high-performance base lotion*1 and emulsion, including 'd program Moist Care Lotion EX' (total of 15 products, reference retail price 1,000 yen to 4,100 yen (1,100 yen to 4,510 yen including tax)*), which were relaunched on October 21, 2025 (Tuesday), have surpassed 2.5 million units shipped*2 in approximately five months since their release. Following the renewal, the lotion, in particular, a core product, saw remarkable growth, achieving the No. 1 share*5 in the sensitive skin lotion category a year ahead of its 2026 target. Furthermore, the brand's overall sales for 2025 recorded a new high for the third consecutive year*6.

The brand has attracted many new and trial users, in addition to existing loyal customers. The number of new d program users increased by over +50%, and the total number of users expanded significantly by +25%*3. This indicates strong support from many customers with sensitive skin.

*1 Base refers to the first step of skincare.

*2 As of March 30, 2026 (including trial sets).

*3 Intage SLI, October-December 2025, number of purchasers of d program lotion, emulsion, or trial set. (New/Continuing distinction: among purchasers from October-December 2025, whether they purchased in the preceding 12 months).

*4 Intage SRI+ regulated sensitive skin basic cosmetics (skincare) market, d program brand, cumulative sales from October 2024 to September 2025.

*5 Intage SLI (ages 15-69), January-December 2025, sensitive skin care market lotion brand share.

*6 Based on customer purchasing trends, not our company's sales in Japan.

* Prices are reference retail prices. (May vary by store)

Under the strong desire to "free people with sensitive skin from their concerns," which is also the brand's philosophy, d program has achieved "thorough approach to the stratum corneum barrier," "renewal of product packaging and communication," "development of easy-to-choose series that can simultaneously care for related skin concerns," and "revision of pricing structure to make it more accessible and sustainable." This significant evolution, closely supporting individuals with sensitive skin, is considered a key factor in its strong performance.

Furthermore, d program focuses on the multiple factors that cause skin problems in spring. It will deploy communication strategies addressing complex spring concerns such as fine particles like pollen and yellow dust, and UV rays.

(d program Seasonal Special Site here: https://www.shiseido.co.jp/dprogram/product/lotion_emulsion/?rt_pr=tru63)

《Factors for Strong Sales》

≪Evolution of "Sensitive Skin Science"≫

Since its inception, d program has consistently faced sensitive skin concerns with the unwavering desire to "free people with sensitive skin from their concerns." Based on over 50 years of dermatological research, it has evolved its "Sensitive Skin Science" to address the sensitive skin of each era.

1. Thorough Approach to the Stratum Corneum Barrier

The number of people suffering from sensitive skin is increasing year by year due to changes in lifestyle and external environmental factors associated with climate change. Amidst this, the needs for sensitive skin care have diversified, and there is a growing demand for "high functionality" backed by research, in addition to being low-irritant.

Against the backdrop of these consumer needs, d program has further evolved its approach to the "stratum corneum barrier," which is at the core of sensitive skin care, to meet the desires of sensitive skin individuals who wish to "fundamentally stabilize their skin."

It contains carefully selected ingredients such as "Xylitol (moisturizing and protective)" that provide moisture and maintain a healthy stratum corneum barrier, and "Yeast extract, Alteromonas ferment extract, and Glycerin (moisturizing and protective)" that provide moisture and regulate the skin environment. Additionally, it contains two types of medicated active ingredients (Tranexamic acid and Dipotassium glycyrrhizate). It brings out the skin's natural beauty, leading to "smooth, beautiful skin" that you'll want to touch again and again.

2. Renewal of Product Packaging and Communication

To enhance trust in the brand based on "Sensitive Skin Science," not only the internal product technology but also the brand logo, product packaging, and all communication have been renewed.

The "d" in d program stands for "dermatology," and "Trusted blue" is used as the new brand color for the brand logo. The product packaging inherits the line colors that can be chosen according to skin concerns, while adopting a symbolic shape inspired by laboratory equipment, expressing the evolved sensitive skin science.

In communication, key messages have also been refreshed. Messages such as "Contains carefully selected ingredients for sensitive skin: Xylitol (moisturizing and protective)" and "High-performance base*1 lotion" expressing a thorough approach to the stratum corneum barrier, contribute to creating customer purchase intent*7.

*7 According to Shiseido research, December 2025.

≪Review of Series and Pricing Structure≫

The review of the series and pricing structure, aimed at enabling sensitive skin individuals to continue their care without hesitation, is also considered a factor in gaining support from more customers.

1. Easy-to-Choose Series Development that Can Simultaneously Care for Related Skin Concerns

Many individuals with sensitive skin have the desire to "care for multiple skin concerns simultaneously," and until now, many voices expressed concerns like "I don't know which series to choose." Therefore, d program has consolidated responses to skin concerns that are physiologically related, such as "acne prevention" and "pore visibility," and "spot prevention" and "firmness," refreshing from the previous five series to three. This not only made it easier to choose but also matched the needs of sensitive skin individuals who seek not only low irritation but also higher functionality and care for their skin concerns. As a result, we received many positive comments such as "I found the perfect series for me" and "I can now care for multiple concerns simultaneously with one product."

2. Revision of Pricing Structure to Make it More Accessible and Sustainable

From customer feedback and survey results*8, it was found that while many people were interested in d program products, the price was a barrier, making them feel "interested but unable to use" or "unable to continue using." Therefore, d program, with a strong desire to "have as many sensitive skin individuals as possible use it," improved quality while maintaining the same volume, and achieved a pricing structure that is more accessible to customers.

As a result, the number of new users who tried d program for the first time increased by over +50% compared to the previous year, and the total number of users expanded by +25%*3. This is seen as a manifestation of the brand's desire to "have more customers try it" and "continue using it for longer," even if it meant changing prices against market trends, and that this desire has reached customers and is being realized.

*8 Shiseido research, July 2024, n=55 women aged 20-59 with sensitive or occasionally sensitive skin awareness.

《What is "d program"?》

Since its birth in 1997, d program has been a skincare brand for sensitive skin, continuously addressing sensitive skin with the desire to "free people with sensitive skin from their concerns." The "d" in d program stands for "dermatology (dermatology for sensitive skin)."

It is committed to low-irritant design based on strict safety standards derived from over 50 years of dermatological research on sensitive skin, and carefully selected ingredients that address skin concerns.

《d program for complex spring concerns. 3 lines to choose from》

d program thoroughly approaches the stratum corneum barrier during spring, when dryness and skin problems tend to recur. You can choose from three lines according to your specific skin concerns.

【Product Overview】 * Prices are reference retail prices. (May vary by store)

d program Balance & Acne Care Lotion EX (Quasi-drug)

Main unit 125mL 3,000 yen (3,300 yen including tax) / Refill 110mL 2,600 yen (2,860 yen including tax)

For pore visibility and acne prevention. Leads to "smooth, beautiful skin" with moisturized, less visible pores.

Contains medicated active ingredients Tranexamic acid and Dipotassium glycyrrhizate to prevent skin irritation and acne.

Balances moisture and sebum, leading to skin with less visible pores.

d program Moist Care Lotion EX (Quasi-drug)

Main unit 125mL 3,000 yen (3,300 yen including tax) / Refill 110mL 2,600 yen (2,860 yen including tax)

For dryness care + skin irritation prevention. Leads to "smooth, beautiful skin" filled with deep moisture.

Contains Super Hyaluronic Acid (moisturizing)*9 and Vaseline (emollient).

Prevents dryness, roughness, and recurring dryness.

d program Vitalizing & Clear Lotion EX (Quasi-drug)

Main unit 125mL 3,300 yen (3,630 yen including tax) / Refill 110mL 2,900 yen (3,190 yen including tax)

For anti-aging care*10 and whitening*11. Leads to "smooth, beautiful skin" filled with moisture, firmness, and translucency.

Contains Saiko Extract GL*12 for moisture and firmness.

Contains medicated whitening active ingredient m-Tranexamic acid*13 to prevent spots and freckles.

■d program Seasonal Special Site

https://www.shiseido.co.jp/dprogram/product/lotion_emulsion/?rt_pr=tru63

■d program Brand Site

https://www.shiseido.co.jp/dp/?rt_pr=tru63

■d program Official Instagram

https://www.instagram.com/dprogram_ofc/

■d program Official X

https://x.com/dprogram_ofc/

■d program Official LINE

https://liff.line.me/1645278921-kWRPP32q/?accountId=dprogram

▼ News Release

https://corp.shiseido.com/jp/news/detail.html?n=00000000004159&rt_pr=tru63

▼ Shiseido Corporate Information

https://corp.shiseido.com/?rt_pr=tru63