First Factory Visit by Anyone Outside Shiseido

This year marks the 50th anniversary of Shiseido's cotton pads. In essence, Shiseido's cotton pads are the origin of all cotton pads worldwide. Fifty years ago, in an era when dedicated cotton pads didn't even exist, beauty consultants in Shiseido's sales divisions voiced a desire for them. This led to repeated trial and error with the factory to create the first product. Since then, Shiseido has pioneered innovative approaches, such as incorporating silk and moisturizing ingredients like squalane. Shiseido's cotton pads have consistently led the way in establishing the foundation for cotton pads. We visited Sanyo Corporation in Hiroshima Prefecture, which manufactures most of Shiseido's cotton pads.

About a 40-minute drive from Hiroshima Airport lies Sanyo Corporation, located in Higashihiroshima City, home to the renowned sake region of Saijo. The factory sits on a hill vibrant with lush greenery, where the calls of bush warblers can be heard nearby. As I was the first person outside of Shiseido to be granted access to this factory, I felt quite nervous. However, President Takashi Kosako and his staff welcomed me warmly. We were first led to the president's office, which also serves as a資料室 (information room), where a comprehensive display of past Shiseido cotton pads was arranged.

Shiseido and Sanyo Corporation Begin Trial and Error

We immediately inquired about the origins of the cotton pads. It turns out that considerable effort and ingenuity went into creating the shape we use today.

In the early 1960s, before dedicated cotton pads existed, Shiseido's beauty consultants would cut absorbent cotton themselves to blend lotion into clients' skin. As cosmetics became more popular, the daily task of cutting cotton became a burden for the consultants. Consequently, in 1962, the then-managing director of Shiseido's Hiroshima sales division consulted Sanyo Corporation about manufacturing cotton pads. Sanyo Corporation, which originally produced cotton batting and absorbent cotton 50 years prior, readily agreed. However, early prototypes sent to Shiseido were repeatedly rejected with feedback such as 'too thin,' 'lotion doesn't penetrate the skin,' and 'slips on the surface.' To make matters worse, Sanyo Corporation couldn't understand the meaning behind these comments. After all, absorbent cotton is made with the primary purpose of absorption; it doesn't consider returning absorbed substances to the skin or friction properties.

This led to a focus on the material itself. Unlike synthetic fibers, natural cotton inherently has numerous large gaps within its fibers, allowing for both absorption and release. When using lotion, it needs to be 'absorbed' by the cotton first, and then 'released' onto the skin. Cotton proved to be the optimal material for this. Furthermore, cotton varies by fiber length, so the decision was made to use fibers with longer lengths for a gentler feel on the skin. After several rounds of communication with Shiseido, the first dedicated cotton pad was completed in 1963, alleviating the burden on beauty consultants and allowing them to focus on customer service.

The first Shiseido cotton pad, born in 1963, in its blue packaging

Since then, various innovations have been introduced, and today, a combination of long, medium-long, and super-long fibers is used. Cotton is imported from contracted farms to ensure a stable supply of each type. However, several hurdles had to be overcome to reach this point. For instance, different machines are required for processing cotton based on fiber length, necessitating the development and design of proprietary machinery. To facilitate ease of use when blending, the surface fuzziness was controlled, while simultaneously ensuring a soft surface feel. The cotton is cut cleanly without crushing the edges. In response to diverse needs, original machinery has been created on a case-by-case basis.

Emphasis is placed not only on functionality but also on 'sensitivity.' The 'sensitivity' of the female staff at the factory is particularly trusted. Even when President Kosako confidently presented prototypes he believed were 'smoother by design,' they would remark, 'The ones we make daily are smoother.' Because they handle cotton all day long, they are true professionals who notice even the slightest differences.

Just as cosmetics and cotton pads directly touch our skin, functionality cannot be discussed without 'sensitivity.' I was reminded that both THE GINZA's Refining Cotton, suitable for wiping, and Superior Cotton, for blending, are created through 'sensitivity'—a combination of technology and human touch.

Witnessing the Highlight of the Manufacturing Process!

After hearing these anecdotes, fully covered in a white coat, hair cap, and mask, I finally entered the factory!

Inside the factory, the tour began with the process of loosening the raw cotton, proceeding in order. In sections where thin layers of cotton were stacked multiple times, the appearance was fluffy and inviting. Then, I was surprised by a process called the 'Super Water Jet Method.' Water was being poured from above onto those fluffy layers of cotton!?

The water jet method actually originated in the United States. It's a technology that uses pressurized water streams, generated through small apertures, to process materials, and it was developed for creating non-woven fabrics. Sanyo Corporation has uniquely refined this technology, obtaining a patent for the 'Super Water Jet Method,' which is the highlight of their process! In essence, this water binds the cotton fibers together into a non-woven fabric without creating fuzz. (Incidentally, the water pressure is immense, reportedly capable of cutting through rock and metal in an instant!?) The water itself is crucial; the factory was built in a carefully selected location to obtain pure, soft water.

Indeed, its proximity to Saijo, a renowned sake region, is no coincidence. Similar to the brewing water used in Saijo's sake production, they utilize the subterranean water from the Kamo plateau. What luxury, what dedication! President Kosako's confident words, 'This exquisite cotton cannot be made without pure, soft water,' left a lasting impression. I was also deeply moved to learn that the clean water used to create this cotton is reprocessed and used to irrigate the surrounding fields.

Water in Circulation—This commitment to preserving the abundant nature that we have cherished since ancient times serves as a model for modern corporate practices.

A New Appreciation for Cotton Pads, Born from Such Effort and Passion

After witnessing such incredible technology, I was allowed to touch the dried, rolled cotton. It was still warm and fluffy! The softness was so comforting that I felt an urge to bury my face in it. Finally, after final inspection, the female staff members efficiently and meticulously performed the final packaging. It was a moment of deep emotion, realizing how much effort and passion goes into each cotton pad before it reaches our hands.





Among cotton pads, THE GINZA's Refining Cotton and Superior Cotton stand out as exceptional products, meticulously crafted with unique materials and manufacturing processes, boasting an unparalleled number of layers. The perfect fusion of texture and function brings happiness with every use. You can no longer dismiss them as 'just cotton pads.' They are precious companions that keep our skin beautiful and healthy.







We introduce three THE GINZA lotions—Clarifying Lotion, Energizing Lotion, and Lift Conditioner—that allow you to fully experience the superior usability of THE GINZA's Refining Cotton for wiping and Superior Cotton for blending.























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