No Filter, Farm-To-Face Beauty (Win!)

Looking for a skincare line that pays as much heed to the inner self as it does to your outer appearance? Say hello to WASO, launched in 2018 by Shiseido to balance hydration, correct blemishes and bring back the confidence needed to feel beautiful in your bare skin. Bonus: it’s been relaunched to bring natural super-ingredients, perfected by science, from the farm to your face. We spoke with Shiseido Canada education specialist Kim Bubenko to learn more about what’s new for WASO. —Noa Nichol

Hello Kim! Please tell us a bit about yourself to start.

Hi! I’m an Education Specialist for SHISEIDO Canada. I started my journey with SHISEIDO in 2018 as the Regional Trainer for the Ottawa, Quebec, and Maritime regions. I didn’t always work in the cosmetics industry; I started out as a High School teacher. My interest in cosmetics grew into a passion while I worked as a Cosmetician at Pharmaprix to pay for my studies in university. After graduation, I taught for a while, but the cosmetics industry came back into my life and the rest is history.

Today we’re talking about Shiseido’s new skincare launch, WASO. What is it, why now, and what niche is it aiming to fill (that, perhaps, the brand itself wasn’t filling before, either)?

We initially launched WASO in 2018 with the approach of harmony and balance with nature, and our inner selves. We believe that when people live honestly regarding their inner selves, they are beautiful. The 2018 skincare line was developed to balance hydration, correct blemishes, and bring back the confidence lost in younger people who didn’t feel beautiful in their bare skin. It was developed with natural ingredients, perfected by science. The products were sensational, but our clients wanted more, they wanted clean beauty that was good for them and the planet. Today, we relaunched our WASO skincare line to bring locally sourced Japanese super ingredients from the farm-to-face. The entire line is vegan, sustainable, and clean from the formulas to the packaging itself. Our SHISEIDO clients expect results from their skincare, so the initial challenge was developing clean formulas that delivered the same efficacy as our original formulas. We’ve been making huge efforts in creating sustainable and honest skincare across the SHISEIDO line. In fact, we’re aiming for 100% sustainable packaging by 2025. To achieve this target, we are working to reduce packaging weight, develop refillable, recyclable and mono-material packaging, and use biodegradable resins for product containers.

Honest, vegan, sustainable … farm-to-face; how do each of these terms describe/encapsulate WASO’s brand philosophy?

From farm-to-face was a must for developing WASO. WASO was created honestly, starting with where the ingredients are sourced and formulated, to how they’re packaged- nothing is from mysterious origins. SHISEIDO works directly with farmers from various regions in Japan, this way we can ensure the traceability, freshness, and potency of the ingredients we use. The formulas themselves are fragrance free, clean, vegan, and developed in a water saving production process. The packaging itself is sustainably made with our product lids/caps made of 30% upcycled rice husk, and 95% recycled plastic for the outer jar or tube.

What products are included in the (initial) WASO range? Will there be further products added in the near future?

WASO has 9 products that are developed to address 4 different needs with 4 super ingredients. Shikuwasa Lime from Okinawa, Japan for a healthy barrier function to regulate unpredictable skin is found in our Gel-to-Oil Cleanser, Mega Hydrating Moisturizer, and Colour Control Oil-Free Moisturiser. Yuzu from Kochi, Japan to boost moisture and glow is found in the Eye Awakening Essence, Beauty Sleeping Mask, and Glow-On Shot serum. Satokibi Sugarcane from Miyako Island for pore care is only found in our Pore Purifying Scrub Mask. And lastly, Koshirice from Hyogo, Japan supported with 0.5% Salicylic Acid to target blemishes are found in our Tinted Acne Treatments, and clear Acne Calming Spot Treatment. SHISEIDO is full of surprises, so it’s possible that WASO could expand but for now, this is the complete line up.

Let’s dive into the ingredients … and the science here. First, tell us about working with small farms throughout Japan. Why was that important, and what are the benefits of this approach?

SHISEIDO is a people-first company, so it was a natural step to go directly to local farmers. As a Japanese company who cherishes sharing the beauty of Japanese products from Ginza to the world, including locally grown Japanese ingredients from local farms was essential to our WASO philosophy of honest products. Additionally, by working directly with farmers rather than conventional large-scale suppliers we can also ensure the traceability, freshness, and potency of the ingredients we use. Farm-to-face also helps support local economies and communities.

The ingredients themselves: what are the four “heroes” (the so-called “super ingredients) included in these skin products, how do they work and what sorts of results do they yield?

Our 4 super ingredients are Shikuwasa Lime, Yuzu, Satokibi Sugarcane and Koshirice. Shikuwasa Lime from Okinawa, Japan is used to improve the skin for a healthy barrier function and regulate unpredictable skin. It’s known as the “longevity fruit”, high in antioxidants for stronger, smoother, more balanced skin. Yuzu from Kochi, Japan is used to boost moisture and glow leaving the skin plump, soft, and radiant. Satokibi Sugarcane from Miyako Island is the powerhouse behind our Pore Purifying Scrub Mask for blackheads and roughness. It leaves the skin baby-soft and smooth- I personally love this product. Lastly, Koshirice from Hyogo, Japan is grown without pesticides and does wonders for pimples, acne, redness, and irritation. I recently used the Tinted Acne Treatment in Subtle Peach- the pimple was gone the next day.

Now, the science: what technologies were used to ensure these products are the best of the best for our skin?

I could write a paper about these incredible technologies, there are about 17 different technologies/complexes/extracts at work in this line not including the key ingredients, so I thought it would be interesting to share a special one for each product. Here we go. Let’s start with the Gel-to-Oil Cleanser which has a transformative texture technology called Triple Clear Cleansing Technology. This allows the formula to hold as a gel until massaged into skin where it transforms into an oil which lifts makeup and suncare from the skin. Once it meets water it becomes a milk and washes off clean. It’s best to use this cleanser with dry hands on a dry face to start. The Mega Hydrating Moisturizer has a Hydro Balancing Complex made by combining Trehalose + Glycerin to help bind and retain moisture in the skin for 48 hours, say good-bye to dehydration. For oily skin types, the Colour Control Oil-Free Moisturiser, is a 3-in-1 moisturizer, SPF, and self-adapting tint. This is the best city skincare because of the Anti-Pollution Powder which suppresses shine, while stopping pollutant particles from sticking to the skin. The Glow-On Shot serum is our approach to a clean vitamin c serum with our unique Duo-Vitamin C Complex that combines Vitamin C Ethyl and Oil-Soluble Vitamin C for a brighter look while providing anti-oxidation support to prevent early signs of aging. The Beauty Sleeping Mask has a Lasting Release Technology that over time releases Vitamin C and Boosting Radiance Oil to give skin a healthy, glowing radiance overnight. Our Eye Awakening Essence eye cream has a Cool Jelly Base with Yuzu-C Glow Powder to reflect light for a radiant cooling finish. Your dark circles are improved in just 4 weeks. Our Pore Purifying Scrub Mask has a dual action exfoliating effect with the sugarcane extract as a physical exfoliant and Betaine for an enzymatic exfoliant effect. The result is smooth skin and clear pores. The Tinted Acne Treatment and Acne Calming Spot Treatment share a BHA, 0.5% Salicylic Acid to clear pimples, acne and blackheads from within. As the Salicylic Acid is working, Peony Extract is calming the inflammation.

WASO also touts a “no filter beauty” motto; what’s the meaning behind that?

It’s a call to all to find beauty in your self, as you are. Ditch the filters on photos that give so many of us complexes and body insecurities. Finding the courage to love your bare skin, your face shape, or body size and capturing that as is. No filters needed.

Sustainability is, also, a factor. Production, packaging: how does WASO keep Mother Earth’s beauty in mind, too?

I’ve shared some of WASO’s sustainability in packaging and formulations a bit earlier, so I would love to share what the entire line will look like today and in the future by 2026. By the end of this year, SHISEIDO will have zero landfill, use 100% sustainable paper by 2023​, have 100% sustainable containers and packaging by 2025​, and 100% sustainable palm oil by 2026. WASO is just the beginning.

Top tips for use? Is there a set regime certain skin types should follow for best results?

WASO Mega Hydrating Moisturizer, Colour Control Oil-Free Moisturiser, and Eye Awakening Essence were designed with younger skin types in mind, however anyone can use the Gel-to-Oil Cleanser, Pore Purifying Scrub Mask, Glow-On Shot Serum, Sleeping Night Mask or Acne Spot Treatments. I have a few combinations that could help you find just want you need. For Oily skin types with blemishes or acne: Start with the Gel-to-Oil Cleanser, follow with the Colour Control Oil-Free Moisturiser to the face and neck, then the Eye Awakening Essence to the eye contour and finish with your suncare. Use the Spot Treatments on any blemishes or acne. For an added boost, why not try my favourite Sunday Detox combo: to start your week off with glowing skin and balanced hydration I suggest using the Pore Purifying Scrub Mask and the Sleeping Night Mask during your nighttime routine. The scrub mask will release any clogs in your pores so the night mask can get deeper into the skin for a plumping effect. Monday morning skin never looked so good. For Normal to dehydrated skin types with dull or stressed looking skin: Start with the Gel-to-Oil Cleanser, follow with the Mega Hydrating Moisturiser to the face and neck, then with the Eye Awakening Essence, and finish with your suncare. For an added boost, I suggest including the Glow-On Shot Serum before your Mega Hydrating Moisturizer. It’s formulated with 2 types of Vitamin C for an incredible radiance effect and anti-aging benefits.

Final, tough question: if you were stuck on a deserted island, and could only bring one WASO product with you, which would it be?

Without a doubt in my mind, it would be the Shikulime Colour Control Oil-Free Moisturizer because it has the antioxidant Shikuwasa Lime, a Broad-Spectrum SPF 30 to prevent sunburns, and hydration to balance my oily skin on that hot deserted island. I’m a big sunscreen lover- SPF is king and the product that has it, always wins the deserted island scenario.

shiseido.com

Win! The Entire WASO Collection!

Congrats Patricia G. of Tracadie-Sheila, NB, who will receive the entire relaunched WASO range! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadaily.ca. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.