Camelia Shiseido
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Shiseido UV protection fuses innovative sunscreen technology with protective and stress-responsive skincare, so you can enjoy spending time outdoors with confidence.

WetForce Protection

UV Protection that teams up with water for extra performance.

Learn more on wetforce Technology

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WETFORCE TECHNOLOGY is perhaps the most spectacular step forward since the invention of SPF and most certainly a milestone in the history of suncare products. With WetForce, the UV protection is boosted by water and perspiration. LET WATER BE YOUR ALLY.

This game-changing innovation is designed to provide extra protection to those who swim and play sport. The anti-ageing formulas guarantee an even application and resistance to water. Now with a new, safer formula for all skin types including sensitive skin and children.

*To activate WetForce technology, expose the applied area to water or perspiration for 15 minutes. Be sure to reapply immediately after towel-drying skin.

Formulated for sensitive skin and children

In consideration of sensitive skin and children, we have eliminated all allergic and irritant ingredients, and rigorously tested it so that it is tear-free and safe for even the most reactive skin.

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Shiseido’s unprecedented WetForce sun protection technology reacts to the minerals in water and perspiration to become even stronger. Together with WetForce technology, our SuperVeil-UV 360™ actually strengthens to defend skin from the sun’s damaging rays.

Now everyone can have fun in the sun—whether you’re in the water or working up a sweat.

Plus, our sensitive skin and children’s formulations make it gentle enough for all skin types.*

No parabens, alcohol, or fragrance. Soothing extracts. Tear-free formula.

*For babies under 6 months, ask a doctor before use.

Real results

Users overwhelmingly endorse Shiseido
wetforce for sensitive skin & children.

Tested by 104 women in South Africa, Jan 2015
96% of women said

“The formulation is resistant to perspiration and water”

*4 hours after applying the product
82% of women said

“I want to continue using this protector”

*2 days after testing the product
96% of women said

“I think this protector is gentle on the skin”

*2 days after testing the product
93% of women said

“The formulation does not feel greasy on my skin”

*After 1st application

The science behind wetforce

Shiseido has achieved a revolutionary sunscreen development: WetForce technology. WetForce reinforces the UV-protective veil when it comes into contact with water or perspiration.


Every new Shiseido suncare product launched is formulated with our SuperVeil-UV 360™ technology. It creates a UV-protective veil that adheres evenly to skin's microscopic contours. So no matter which angle the UV rays come from, the veil helps prevent them from reaching deep within, providing effective protection.

Now Shiseido has achieved another revolutionary sunscreen development: WetForce technology.

WetForce reinforces the UV-protective veil when it comes into contact with water or perspiration.
This new protector is sunscreen formulated with a stabilized form of Ionic Mineral Sensor, which contains negative ions. They bond powerfully with minerals in water (which are positive ions) to create a highly water-repellent layer.

*Compared before and after soaking in water for 30 minutes. Be sure to reapply product immediately after towel-drying skin. **To activate WetForce technology, expose the applied area to water or perspiration for 30 minutes.

We've done the tests, the results are in.

Customer Survey Result on 105 Caucasian women using
Expert Sun Aging Protection Cream Plus (after 1 - 2 days of application)


“It is more resistant to water and perspiration than any other protector I've ever used.”


“it comes off easily with a regular cleanser.”


“it doesn't feel sticky on my skin.”


“I think it has longer lasting UV protection than other protectors.”


“Definitely want to use it when going to the beach or on holiday.”

A perfect match

Tennis player Ana Ivanovic is our new ambassador for the WetForce sun protection line, which is formulated to maintain its performance when exposed to water or perspiration.

Watch the video
Ana Ivanovic
Ana Ivanovic
Ana Ivanovic
Ana Ivanovic
Ana Ivanovic
Ana Ivanovic
Ana Ivanovic

Where is next on your travel wish list?

Bora Bora or the Maldives, anywhere exotic! Sometimes we all need to run away!

Who is your tennis hero?

Monica. Growing up I really admired her and I've been lucky enough to meet her a few times throughout my career

Do you have a beauty philosophy?

Less is more. I think women should try and embrace their natural beauty.

What was the first beauty product you owned?

Probably lipstick. I love how it can change your look so quickly and easily.

Any tips on applying sunscreen?

I always apply it just before I start warming up, so about 20 minutes before I go on court. It’s important to remember.

What’s your favourite cuisine?

I love sushi and sashimi. It’s important when I'm training not to eat anything too heavy and Japanese food is perfect.

Sun make-up

Shiseido Suncare Foundations protect skin from damage caused by external aggressors such as UV rays and dryness.

Resistant to water and sebum, it provides a long lasting, natural-looking finish, while safeguarding skin’s beauty for the future.

Shade Finder

After sun

Highly nourishing formulations from Shiseido for skin after sun exposure.

Replenish vital moisture and promote skin's natural balance to prolong the look of a tan. Retexturise skin and experience a dewy, fresh feeling.


Give skin a radiant, healthy bronzed look, immediately upon application.

Shiseido self-tanners provide superb hydration benefits to keep tanned skin smooth. Enhance the beauty of any skin tone by bringing out your ideal shade, with a Shiseido self-tanner of your choice.

Brilliant Bronze Self-Tanning Emulsion
Brilliant Bronze Self-Tanning Emulsion for Face / Body 100ml
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suncare tips

How to apply sun protection on face

Step 1 - face illustration
Start with your cheeks and forehead, then move in an outward direction.
Step 2 - neck illustration
Apply to several spots on the neckline and blend in an upward direction from the base of the neck.
Step 3 - illustration of facial areas
Be sure to cover the areas between the eyebrows, the hairline, the edge of the chin, the outer side of the nostrils and the ears.

How to apply sun protection on body

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Body illustration
Apply on hands first to control the amount, before applying on body. Using the palm of your hand pressed flat against your skin, blend and smooth the product in an outward direction using large circular motions.
Body illustration
Don't forget the sides of your arms and legs, and your shoulders and chest. They burn easily, too.

Understanding UV Rays

UV rays may only count for a small fraction of the sun's rays, but they're still the driving force behind skin cancer. Here are the 2 main types of UV radiation.

Body illustration
Rays that age skin and increase vulnerability to melanomas.
Body illustration
Rays that burn skin that are mostly prevalent between 10am and 2pm.

The effect of UV rays varies by how much light is directly absorbed by the skin as well as by the amount reflected by the surrounding environment.

UV Rays illustration
Road 1 - 2%
UV Rays illustration
Grass 5 - 6%
UV Rays illustration
Sandy beach 15 - 20%
UV Rays illustration
Water 20 - 40%
UV Rays illustration
Snow 85 - 95%

Snow and water have a particularly high rate of reflectivity, so when you’re enjoying winter sports, don’t forget to use broad spectrum sun-protection products with a high SPF.

Understanding the UV index

  • Low 0 - 2
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    Low risk means that there is nothing to worry about - the sun will not harm you. Redness (erythema) will appear in 2 hours or more (11:00-15:00 GMT) in a UK summer

  • Moderate 3 - 5
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    Medium risk means that the sun is not dangerous, but you should avoid being in direct sunlight for more than 1 to 2 hours. Redness (erythema) will appear after longer exposure. Burners should apply SPF 15 sun screen. All people should wear UV-A+B sun glasses.

  • High 6 - 7
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    High risk means you could burn in 30 to 60 minutes. Try to keep out of direct sunlight, cover up or wear a sunscreen lotion SPF 15+. Use protective clothing.

  • Very high 8 - 10
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    Very high risk means that you could burn severely in 20 to 30 minutes. Stay out of direct sunlight, cover up and use a sunscreen lotion SPF 15+. People of all skin colour, especially children and babies, can suffer eye damage, over heating and dehydration as a result of excessive sun exposure.

  • Extreme 11 & >
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    Take all precautions: wear SPF 30+ sunscreen, a long-sleeved shirt and trousers, sunglasses, and a very broad hat. Avoid the sun within three hours of solar noon.