THE WHAT? Shiseido has developed a new technology it has dubbed ‘shape shifting’ that controls the volume of hyaluronic acid. Hyaluronic acid forms a wate retention film on the skin’s surface but its large molecular size hinders penetration.

THE DETAILS The new technology shrinks the acid via magnesium ions, dramatically increasing penetration into the stratum corneum before re-expanding thanks to chelating agent sodium metaphosphate and increasing water content in the skin.

THE WHY? The new technology and its future application in skin care products to realize soft, dewy skin chimes with Shiseido’s corporate mission ‘beauty innovations for a better world’.