A New Habit to Survive the Extreme Heat! A Sub-zero Beauty Serum That Freezes Crunchy Like a Sorbet. Shiseido Group's First 'Freezable' Skincare is Born - Limited Release on Sunday, June 21, 2026

Shiseido Japan Co., Ltd. will release the 'S Sorbet Serum' [2 types, suggested retail price 2,300 yen (2,530 yen including tax)], a sub-zero beauty serum that turns into a crunchy sorbet texture when frozen, in limited quantities starting Sunday, June 21, 2026. This product is the Shiseido Group's first skincare designed to be frozen in a freezer. It was developed to capture the rapidly changing latest needs of the younger generation and provide unprecedented excitement beyond brand boundaries, serving as the second installment following 'Skin Gummy'*1. *1 Released in limited quantities exclusively at Matsumotokiyoshi Cocokara & Co. on September 21, 2025: Gummy face wash 'S Skin Gummy' born from beauty serum. *Prices are suggested retail prices (may vary by store). ◆ Shiseido Group's first skincare to freeze in the freezer! A sub-zero beauty serum that becomes a crunchy sorbet when frozen. ◆ Adopts a unique 'Ice Delivery Formulation' where the freezing cold sensation and various beauty ingredients melt into the skin, charging it with moisture. Leads to a tightened, 'crisp and plump' skin. ◆ Three full-fledged beauty effects: 'Beauty serum effect', 'Moisturizing mask effect', and 'Astringent effect'. ◆ Two types to choose from according to summer skin concerns. 'Fresh Clear' for moisturizing transparency care contains 'Vitamin C*2, Glutathione, and Glycerin (moisturizer)'. 'Juicy Plump' for moisturizing pore care contains 'Niacinamide, Water-soluble Collagen, and Glycerin (moisturizer)'. Both types share moisturizing ingredients 'CICA*3, Allantoin, and Glycerin (moisturizer)'. *2 2-O-Ethyl Ascorbic Acid *3 Centella Asiatica Leaf/Stem Extract In recent years, the prolongation of summer and the normalization of extreme heat and severe heat have increased the tendency to seek a cool 'cold sensation' even in cosmetics, and the market size of 'cold sensation cosmetics' has continued to expand to about 2.5 times from 2021 to 2025.*4 However, in a survey*5 conducted by Shiseido Japan targeting women in their 20s, while 1 in 2 women showed interest, saying 'Summer skincare is more important' and 'I want to try cold sensation cosmetics', only 20% actually used them. Behind this gap are unsatisfied needs such as 'The coldness is insufficient', 'Anxiety about skincare effects', and 'Skincare itself is bothersome due to the heat'. Furthermore, trend analysis on SNS captured the reality that novel cooling ideas, such as making drinks with ice and massages, are gathering sympathy, especially among the demographic called '#Limit OL Community' (overworked office ladies) who seek physical and mental healing while being overwhelmed by the busyness of work and daily life. From these signs of new trends, we perceived an opportunity to provide a cold sensation experience as a 'reward time' to heal oneself and boost one's mood during the harsh summer, where one is often pushed to the limit by both busyness and heat. Therefore, based on the concept of 'Summer reward time to heal yourself with sub-zero beauty', we developed a sub-zero beauty serum that turns into a sorbet when frozen, combining true cold sensation and beauty serum effects, and lifting the mood with its cute appearance and crunchy texture. *4 Intage SRI+ Cold sensation cosmetics category (our definition) Period: April-September 2021 and April-September 2025. Estimated sales scale (units). *5 Survey by Shiseido Japan, October 2025, Women aged 20-29, n=360. 'Sorbet Serum' is a new sensation full-fledged beauty serum that changes from gel to sorbet when frozen, allowing you to enjoy a crunchy texture. It adopts a unique 'Ice Delivery Formulation' where the sub-zero cold sensation and various beauty ingredients gradually melt into the skin, charging it with moisture. Just by adding it before makeup in the morning, after a shower, or when you feel hot flashes, it exerts three full-fledged beauty effects: 'Beauty serum effect', 'Moisturizing mask effect', and 'Astringent effect'. With melting moisture that penetrates deep into the stratum corneum, it leads to a tightened, 'crisp and plump' skin. The lineup features two types to choose from according to summer skin concerns. 'Fresh Clear' for moisturizing transparency care contains 'Vitamin C*2, Glutathione, and Glycerin (moisturizer)' to lead to moisturized, transparent skin. 'Juicy Plump' for moisturizing pore care contains 'Niacinamide, Water-soluble Collagen, and Glycerin (moisturizer)' to lead to moisturized skin with less noticeable pores. In addition, 'CICA*3, Allantoin, and Glycerin (moisturizer)' are blended as common moisturizing ingredients for both types. The fragrances are a refreshing citrus mint scent and a sweet, fresh berry scent, respectively. This product is the Shiseido Group's first skincare that can be frozen in a freezer. Initially, it was thought impossible to freeze cosmetics while maintaining quality, but after overcoming numerous difficulties...