One of the most common questions from international beauty lovers is: "Should I choose POLA B.A, Cle de Peau Beauté, SHISEIDO or SUQQU?" The answer depends less on which brand is "better" and more on the type of skin finish you want to achieve. Each Japanese luxury brand has developed its own philosophy of beauty, and understanding these differences makes choosing the right foundation much easier.

Rather than focusing on a single "hero product," SHISEIDO believes beautiful skin comes from building a complete routine. The brand's official 3-Step Skincare philosophy combines hydration, strengthening and moisturising to create healthier, more resilient-looking skin over time.

That distinction becomes especially relevant in October 2026, when SUQQU renews two core AQUFONS steps with the AQUFONS Intense Hydrating Lotion and AQUFONS Emollient Finishing Fluid. Both launch in Japan on October 2.