Shiseido Professional Launches Two New Shades for Its Salon Hair Color Brand 'PRIMIENCE'

Shiseido Professional Co., Ltd. will release two new shades for its salon hair color brand 'PRIMIENCE' to hair salons nationwide on Thursday, August 6, 2026.

The message held by Primience is, 'UNLEASH YOUR TRUE COLOR.' Through its unique 'Repair Technology,' which focuses on hair density, it brings out the hair's inherent beauty, providing an experience where clients can enjoy their desired colors repeatedly without worrying about damage.

These new shades are positioned in the 'Nuance Line,' known for basic and delicate tonal variations. By leveraging the popular features of 'skin harmony and transparency,' they enable salons to offer proposals that better suit the individuality of each client.

Concept: Quiet Confidence The concept for these new shades is 'Quiet Confidence,' representing 'beauty that dwells within the silence.' It balances the undertones specific to Asian hair, releasing a radiance that stems from within.

1. Calm Beige A design that manages yellowness and orange tones while suppressing redness. Brown blended with cool nuances leads to a soft, skin-flattering finish.

2. Cool Gray A soft ash tone that suppresses yellow and orange. It adds a hint of warmth to a smart and cool impression, expressing a sophisticated, deep, silky gray.

Primience will continue its research to support both hair and mind as a partner brand for clients and salons.