Hanatsubaki is Shiseido’s culture magazine. Covering an eclectic range of topics from beauty and fashion to culture and social challenges, the publication aims to enrich its readers’ lives. Each issue is centered around a unique theme, expressed creatively in cover stories, deep analytical articles, and literary content such as poetry. Employing a free and innovative approach that transcends traditional advertising, Hanatsubaki not only introduces cutting-edge sensibilities but also continuously strives to explore both new and timeless concepts of ‘beauty’. While it is sponsored by Shiseido, this ad-free journal is a generous offering to cultural discourse, not a conventional advertisement.

History of Hanatsubaki

Launched in 1924 under the name Shiseido Geppo, the publication provided Japanese women with insights into beauty and lifestyle. It featured cosmetics advice, literary works, and global trends. Hanatsubaki magazine emerged in 1937 and became a trendsetting publication, highlighting active women’s roles from the 1950s. It achieved a peak circulation of 6.5 million in the 1960s.
Consistently resonating with the spirit of the times and often pionneering avant-garde perspectives, Hanatsubaki continues to adeptly communicate with its readers, evolving with and reaching a diverse audience through changing times.