Shiseido leverages AI to create sensory-focused mist sun care
Key takeaways
- Shiseido used its Voyager AI platform to autonomously design a mist-type sun care product.
- The platform reduces manual research and accelerates product development.
- It has progressed from a research search database into a formulation-trained AI system capable of proposing complete, commercially viable cosmetic formulations.
Shiseido has developed a novel mist-type sun care product using Voyager, its AI-powered digital formulations platform. The technology uses proprietary algorithms and a large database to compile over half a million data points, which then inform the company’s formulation development.
The AI used a consumer-informed profile of characteristics to suggest an SPF formulation that resembles a facial toner, starting from a biphasic beauty oil. According to the company, this marks the first use of formulation-trained AI to develop a product that integrates fragrance and color tone with the functional benefits of SPF.
The AI-based recommendations revealed a key consumer insight: “people want to enjoy UV protection without feeling like it’s a chore.” Based on this sentiment, the researchers developed a sun care product that prioritizes a desirable sensory experience.
Shiseido’s first unique sun care product, created using the technology, aims to reimagine sun care. The product “delivers UV protection while offering fresh, water-like lightness, a pleasant sensory experience, and uplifting emotions inspired by fragrance and color.”
Behind the screens
Shiseido applies AI to sun care innovation.
Voyager functions by acquiring cosmetic-specific knowledge that previously required human processing, such as emulsification mechanisms and ingredient interactions, and incorporating the expertise of past researchers. It then consolidates the collected information into formulation development recommendations.
The wide scope of the tool allows for technical information across various fields to be combined. The AI’s efficiency eliminates the need for manual research and enables less experienced junior researchers to develop commercially ready formulations based on AI-powered recommendations.
The database was first announced in 2024 and was originally used as a search engine for researchers. The newly added AI function now enables it to autonomously propose formulations based on the data the system has access to. Voyager is also programmed to process ingredient informatics, which assesses the characteristics of individual ingredients and their interactions with other ingredients.
Shiseido expects that the co-creation between humans and AI will open up a broad range of cosmetic applications for the company.
The new sun care product is scheduled for launch in summer 2026 under fibona, Shiseido R＆D’s open innovation program.
