Beauty company Shiseido has announced the launch of contemporary skincare brand WASO, its new cool and trendy little sister. Distinctly Japanese and targeted at millennials, the products are formulated with nature’s finest botanical ingredients.

WASO products contain a unique Phyto Resist System+ that is designed specifically to strengthen and nurture the skin’s stratum corneum. Phyto Resist System+ works by infusing moisture into the stratum corneum to balance it. Secondly, it supplies the corneocytes with intercellular lipids. This strengthens their structure, which in turn helps to boost the skin's ability to defend itself from external aggressors. In most skincare formulations, botanical cells have to be crushed so that they can be mixed with other ingredients. Yet WASO's unique technology avoids the breakdown of the botanical cells thanks to the Whole Cell Release System. It works by separating each botanical cell so that none of the nutrients are damaged or lost, and the skin is treated effectively.  The WASO range includes; Clear Mega-hydrating Cream with nourishing carrot £32; Color-smart Day Moisturizer again formulated with carrot £32; Quick Matte Moisturizer Oil-free with loquat leaf for oil balancing £32; Color-smart Day Moisturizer Oil-free also containing loquat leaf £32; Softy+Cushy Polisher with soybean curd for smoothness £24; Quick Gentle Cleanser containing honey for purification £24; Fresh Jelly Lotion with white jelly mushrooms for hydration £24.

Shiseido WASO will be available from the 31 August in-stores and online nationwide.