Shiseido’s Life Quality Makeup (SLQM) programme: How beauty restores confidence beyond cancer

When we think of beauty, it’s often about products, trends, or flawless campaigns. But for Jessica Fun, Managing Director of Shiseido Singapore, beauty is about something deeper—confidence, dignity, and emotional wellbeing.

This year, Shiseido marked the 70th anniversary of its Life Quality Makeup (SLQM) programme, a global initiative supporting individuals with visible skin concerns, from scars and birthmarks to appearance changes caused by illnesses like cancer. In Singapore, the milestone was celebrated with the fourth consecutive edition of Lavender Ring Makeup & Photos With Smiles, held in partnership with the Singapore Cancer Society.

Through personalised makeup, hairstyling, and photography sessions, the initiative aims to restore confidence and spark joy for participants, many of whom had not worn makeup in years.

We caught up with Jessica Fun to hear about the impact of the initiative, and the moments that left the deepest impression.

Q: What was the most meaningful moment for you during this year’s Lavender Ring initiative?

Jessica Fun: “The most meaningful moments were the quiet, genuine ones – seeing the participants smile when they looked at themselves in the mirror after their session. Many shared that they had not worn makeup for a long time, and a few mentioned that the last time was during their wedding. Watching their reactions: the surprise, the happiness, sometimes a reflective pause, was incredibly moving.

What makes these moments special is knowing that they are rooted in Shiseido’s 70-year commitment to Life Quality Makeup (SLQM). SLQM has focused on supporting individuals with visible skin concerns such as birthmarks, scars, vitiligo and changes in appearance from illnesses or cancer treatment. At the core of SLQM is Perfect Cover, a specialised base makeup developed specifically to address deep skin concerns and recently reformulated to meet evolving needs.

So, when participants saw themselves looking radiant again, it wasn’t simply about makeup. It was about seeing beyond their illness. In those moments, you could sense not just a transformation in appearance, but a gentle rediscovery of confidence, dignity and joy.

Notably, we are grateful to have partnered with volunteers from Shunji Matsuo, a Japanese hair salon, and Aderans, Japan’s leading wig company, who contributed their hairstyling expertise to the participants. Alongside the dedication of our Shiseido volunteers, we were collectively able to create a welcoming environment where our participants could focus on themselves and feel uplifted through this initiative.”

Q: What stayed with you after the event ended?

Jessica Fun: “What stayed with me most was the warmth and sense of connection that filled the room by the end of the day. The atmosphere shifted from initial nervousness to laughter, shared stories and mutual encouragement. Participants were complimenting one another, exchanging experiences and simply enjoying being present together.

This is precisely what Lavender Ring Makeup & Photos With Smiles, in partnership with Singapore Cancer Society (SCS), aims to create: a safe and supportive space where survivors are seen as individuals, not defined by their diagnosis. When I later looked back at the photographs from the session, the expressions captured more than just a moment. They reflected resilience and renewed self-assurance.

It reinforced for me that emotional recovery and social reintegration are just as important as medical treatment. Small moments of care and connection can leave a lasting impact.”

Q: How did this year’s experience differ from previous years?

Jessica Fun: “The heart of the initiative remained the same. Warm and caring, with a focus on each individual. However, this year we welcomed more first-time participants, which made the experience especially meaningful. It was touching to see several family members and friends accompany them, offering encouragement and celebrating the transformative power of beauty alongside them. Their presence added another layer of comfort and support.

We also saw stronger internal engagement from our colleagues. More employees volunteered their time, reflecting how Shiseido’s corporate mission is resonating beyond their daily roles. SLQM is not a campaign; it is a long-standing philosophy embedded in our company. Seeing our teams actively bring that philosophy to life in Singapore shows how purpose-led initiatives translate into real, tangible community impact.”

Q: What did you observe change most in participants by the end of the sessions?

Jessica Fun: “The most visible change was in their body language and expressions. Many participants arrived feeling reserved or uncertain, but as the personalised makeup sessions progressed, they gradually relaxed into conversations and laughter. Their smiles became natural and confident, especially during the photoshoot. For participants who had not experienced makeup for years, seeing themselves looking beautiful and radiant seemed to spark a renewed sense of self-love and hope.

Perfect Cover, first launched in 1995, was developed in collaboration with medical institutions as a dedicated product series for Shiseido Life Quality Makeup (SLQM). Since then, Perfect Cover has evolved to address a broad range of concerns including birthmarks, vitiligo, burn marks, scars, and discoloration caused by side effects of cancer treatment. With this, we‘re able to address not just appearance-related concerns, but instil confidence and comfort. We are also helping individuals feel at ease in their own skin again, which can be an important step in reconnecting with everyday life.”

Q: Why is it important for Shiseido to continue initiatives like this in Singapore?

Jessica Fun: “For Shiseido, beauty has always been about more than products and the beauty solutions we have to offer. Since establishing Shiseido Life Quality Makeup 70 years ago, we have believed that beauty can play a meaningful role in supporting wellbeing, dignity and self-expression.

Continuing Lavender Ring Makeup & Photos With Smiles, in Singapore, in partnership with SCS this year, reflects our long-term commitment to inclusive beauty — not as a trend, but as a responsibility. Perfect Cover, which sits at the core of SLQM, is a testament to this commitment. It was created specifically for individuals with deep skin concerns and continues to evolve to meet their needs.

Initiatives like this demonstrate how research, innovation and social purpose come together. They also matter internally, as more employees step forward to volunteer, showing that our mission truly resonates with our people. Ultimately, Lavender Ring Makeup & Photos With Smiles reminds us that beauty can be a gentle but powerful tool, helping individuals feel seen, supported and confident again as they move forward in life beyond cancer.”