Elixir, Shiseido's aging care brand and the No. 1 best-selling skincare line for 19 consecutive years, is launching its evolved whitening and aging care lotion and emulsion, "Elixir Brightening Lotion Moist Type ca" and related products (9 items total, reference retail prices from 1,080 yen to 4,000 yen, tax included 1,188 yen to 4,400 yen), on February 21, 2026.
Aging care: Moisturizing care according to age
Whitening: Suppressing melanin production to prevent spots and freckles
Prices are reference retail prices (may vary by store)
About Elixir
Since its launch in 1983, Elixir has been an aging care brand that has consistently focused on the latest collagen science. From its origins, the brand has pursued the delivery of proven skin benefits and pleasant experiences.
Product Evolution
Elixir's whitening and aging care lotion and emulsion have evolved with the incorporation of two whitening active ingredients that prevent spots: "m-Tranexamic Acid3 and 4MSK4," along with the proprietary compound "Colagenesis®*5" for unwavering firmness.
The products guide skin toward a transparent and firm "Tsuya-Dama" (radiance ball) complexion that moisturizes and beautifully reflects light.
"Colagenesis®*5" is Elixir's proprietary compound born from over 40 years of collagen science, carefully selected from approximately 140,000 combinations.
*1 Intage SRI/SRI+ Lotion and Emulsion Market Main Series Ranking November 2006 to October 2025 Estimated Sales Amount
*2 Intage SRI/SRI+ Skincare Market Main Series Ranking November 2006 to October 2025 Estimated Sales Amount
*3 Tranexamic Acid
*4 Potassium 4-Methoxysalicylate
*5 Peony Extract, Rose Extract, Hydroxyproline, Bupleurum Root Extract, Glycerin (Firmness and Moisture)
Development Background
Research by Elixir revealed that the top skin concern for adults is "spots and freckles," and after age 45, the selection rate for "lack of firmness and elasticity" increases6. Furthermore, the survey found that "translucent skin" ranks first as the image of beautiful skin7.
Based on these findings, Elixir re-examined "adult translucency" and made it possible to measure factors that inhibit translucency with higher precision through the combination of "in vivo collagen analysis technology" and proprietary "depth-specific optical analysis technology" for capturing translucency. The results scientifically revealed that translucency is significantly influenced by "melanin" in the upper skin layers (stratum corneum and epidermis) and "collagen" in the deep skin layers (dermis).
*6 Survey by the company. April 2025, n=445 (women aged 35 to 69)
*7 Survey by the company. January 2025, n=200 (women aged 20 to 69)
Product Features
The products incorporate two whitening active ingredients that prevent spots: "m-Tranexamic Acid1 and 4MSK2," along with the proprietary compound "Colagenesis®*3" for unwavering firmness. They guide skin toward a "Tsuya-Dama" complexion filled with translucency and firmness that moisturizes and beautifully reflects light.
Furthermore, considering the seasonal context of recent hot and long summers, the lineup offers two texture types for both lotion and emulsion (fresh and moist) that can be selected according to season and preference. While providing different sensations, the four types achieve the same efficacy and moisturizing power. Each texture was developed by four different researchers for each item and type. Moreover, while achieving pleasant usability, the products are alcohol-free8. Despite the tendency for formulations without alcohol to have poor absorption and a sticky feel, the brand examined approximately 300 formulations across the four lotion and emulsion types to achieve combinations that simultaneously deliver excellent absorption, penetration feel9, and moisturizing sensation without alcohol.
*8 Ethyl alcohol
*9 Up to the stratum corneum
Sales Channels and Promotion
The products will be sold at approximately 20,000 stores including drugstores, general merchandise stores, and cosmetics specialty stores. They will also be available on EC sites such as the official Shiseido EC site "Shiseido Online Store." Starting in February 2026, TV commercials and web promotions will be rolled out sequentially.
About Elixir
Since its launch in 1983, Elixir has been a brand that has consistently pursued the latest collagen research and continuously provided proven skin benefits and pleasant experiences. The small miracle felt on the skin manifests as the "Tsuya-Dama," shining beautifully on the cheeks. To be your ally as you step forward. Now and in the future, Elixir is an aging care brand that walks together with you.
About "Tsuya-Dama"
"Tsuya-Dama" is a sign of healthy and beautiful skin filled with firmness, translucency, and moisture. It appears as fresh light on the high points of the cheeks.
Product Details
*Prices are reference retail prices (may vary by store)
Product Name, Volume, and Price
Product Name:
- Elixir Brightening Lotion Fresh Type ca (Quasi-drug)
- Elixir Brightening Lotion Moist Type ca (Quasi-drug)
Volume:
- Bottle: 170mL
- Refill: 150mL
Price:
- Bottle: 3,400 yen (tax included 3,740 yen)
- Refill: 3,000 yen (tax included 3,300 yen)
Product Features
Whitening & Aging Care
Advanced Super Light Boost Lotion.
Moisturizes and fills with translucent light.
Whitening: Suppressing melanin production to prevent spots and freckles
Aging Care: Moisturizing care according to age
○ Dual Spot Prevention Ingredients: "m-Tranexamic Acid1" × "4MSK2" Formulated
○ Firmness and Moisturizing Ingredient from Elixir's Research: Proprietary Compound **"Colagenesis®3"* Formulated
○ Prevents rough skin
○ Reduces the appearance of fine lines caused by dryness (efficacy evaluation tested)
○ Alcohol*5-Free
○ Paraben-Free
*1 Tranexamic Acid
*2 Potassium 4-Methoxysalicylate
*3 Peony Extract, Rose Extract, Hydroxyproline, Bupleurum Root Extract, Glycerin (Firmness and Moisture)
*4 Soluble Collagen, Glycerin (Moisture)
*5 Ethyl Alcohol
○ Relaxing and pleasant Aqua Floral fragrance
○ Allergy tested, formulated to be less likely to cause acne
*Not all individuals will be free from allergies or acne
Usage Method
After cleansing, take an appropriate amount in the palm of your hand and apply carefully.
Usage Amount Guide
Amount equivalent to a 500-yen coin
Product Name, Volume, and Price
Product Name:
- Elixir Brightening Emulsion Fresh Type ca (Quasi-drug)
- Elixir Brightening Emulsion Moist Type ca (Quasi-drug)
Volume:
- Bottle: 130mL
- Refill: 110mL
Price:
- Bottle: 4,000 yen (tax included 4,400 yen)
- Refill: 3,300 yen (tax included 3,630 yen)
Product Features
Whitening & Aging Care
Advanced Super Light Boost Emulsion.
Moisturizes and fills with translucent light.
Whitening: Suppressing melanin production to prevent spots and freckles
Aging Care: Moisturizing care according to age
○ Dual Spot Prevention Ingredients: "m-Tranexamic Acid1" × "4MSK2" Formulated
○ Firmness and Moisturizing Ingredient from Elixir's Research: Proprietary Compound **"Colagenesis®3"* Formulated
○ Prevents rough skin
○ Reduces the appearance of fine lines caused by dryness (efficacy evaluation tested)
○ Alcohol*5-Free
○ Paraben-Free
*1 Tranexamic Acid
*2 Potassium 4-Methoxysalicylate
*3 Peony Extract, Rose Extract, Hydroxyproline, Bupleurum Root Extract, Glycerin (Firmness and Moisture)
*4 Soluble Collagen, Glycerin (Moisture)
*5 Ethyl Alcohol
○ Relaxing and pleasant Aqua Floral fragrance
○ Allergy tested, formulated to be less likely to cause acne
*Not all individuals will be free from allergies or acne
Usage Method
After applying lotion, take an appropriate amount in the palm of your hand and apply carefully.
Usage Amount Guide
Amount equivalent to a 10-yen coin
Product Name, Volume, and Price
Product Name:
Elixir Brightening Trial Set Moist Type ca
Limited quantity item
Volume:
- Lotion: 30mL
- Emulsion: 30mL
Price:
1,080 yen (tax included 1,188 yen)
Product Features
Whitening & Aging Care
10-day trial set of advanced Super Light Boost Lotion and Emulsion*
Whitening: Suppressing melanin production to prevent spots and freckles
Aging Care: Moisturizing care according to age
*Based on usage according to usage instructions
Set Contents
- Elixir Brightening Lotion Moist Type ca (Quasi-drug) Lotion 30mL
- Elixir Brightening Emulsion Moist Type ca (Quasi-drug) Emulsion 30mL
Texture
Both in Moist Type
Links
- Elixir Brand Site: https://www.shiseido.co.jp/elixir/?rt_pr=tru10
- Elixir Official X: https://twitter.com/elixir_TW
- Elixir Official Instagram: https://www.instagram.com/elixir_official_japan/
