It’s time to rethink everything you know about ageing

We’ve long been told that age is just a number – but how true is that, really? Society has conditioned us to see age as a limitation, especially for women, shaping expectations around beauty, health, careers and success.

Now, groundbreaking research is challenging that notion. In collaboration with world-class scientists at the Cutaneous Biology Research Center (CBRC) – founded in 1989 by Harvard Medical School and Massachusetts General Hospital with Shiseido’s support – researchers have discovered that numerical age doesn’t directly dictate skin ageing.

Enter the latest evolution of Shiseido’s iconic Ultimune Power Infusing Serum. Now powered by a patented technology designed to eliminate aged cells and slow the skin’s ageing cycle, it reinforces a radical yet liberating idea: Age isn’t measured in years alone. This philosophy, captured in the campaign tag line “Freedom from Age”, redefines what it means to grow older – on your own terms.

The science of ageing

Skin ageing begins at the cellular level, and while natural ageing plays a part, external factors like UV exposure, lifestyle and environmental stress can speed up the process. As aged skin cells build up, skin’s ability to heal itself is impaired, causing dark spots, wrinkles and rough texture. Shiseido’s latest breakthrough found a solution to this: to boost the presence of Memory T Cells, a type of immunity cell naturally found in skin capable of combatting aged cells – the very culprits behind visible ageing.

Challenging what we know about skin ageing, this revolutionary discovery proves that chronological age doesn’t necessarily dictate the number of aged cells in the skin. Even though aged cells tend to increase with age, a higher presence of Memory T Cells can slow down this process.

Tapping on your inner strength 

The latest evolution of Ultimune Power Infusing Serum aims to do just that. Powered by Shiseido’s patented Power Fermented Camellia+ technology – a cutting-edge ingredient derived from the Japanese camellia, sourced from the Goto Islands in western Japan – the formula works hard to activate Memory T Cells. Using advanced Japanese biofermentation techniques, camellia seed pomace is fortified to create Fermented Camellia Seed Extract, a potent ingredient that stimulates the production of CXCL9, a group of signalling proteins. This, in turn, attracts Memory T Cells to the dermis, enhancing skin’s ability to renew itself.

And the results speak for themselves. Ultimune Power Infusing Serum slows skin’s ageing cycle by 50 per cent in just four weeks. It has also been clinically tested to improve elasticity by 86 per cent, boost firmness by 38 per cent, and reduce the look of fine lines by 26 per cent in just eight weeks. In a consumer study of over 100 women, 98 per cent noticed visible reductions in dryness and wrinkles within a month.

Beyond its science-backed performance, the Ultimune Power Infusing Serum delivers an indulgent sensory experience. The rich, dewy texture melts into skin, leaving it plumped, firm and radiant, while its delicate floral scent offers a moment of relaxation. Dermatologist-tested, non-comedogenic, and formulated with over 91 per cent naturally derived ingredients, it’s designed to suit all skin types.

Shiseido’s commitment to sustainability is also woven into Ultimune’s production. From petals to leaves to seeds, every part of the camellia plant is utilised, minimising waste. The bottle is crafted from over 15 per cent recycled glass, reducing plastic waste by 93 per cent compared to standard packaging, while the refill cap is made from 50 per cent plant-derived plastic – a step forward in nature-conscious beauty.

Changing the narrative

Ageing isn’t something to fear – it’s something to redefine. True empowerment comes from taking charge of your own skin’s journey, giving it the support it needs to thrive at every stage.

With Shiseido’s Ultimune Power Infusing Serum, you’re not just caring for your skin – you’re rejecting outdated notions, and embracing freedom from age.

In honour of International Women’s Day and Singapore’s 60th year, we’re celebrating the extraordinary women who have shaped its story. With Shiseido’s support, we honour the Advocators who are amplifying marginalised voices – and building a more inclusive, equitable, and compassionate Singapore.

To learn more about the 60 women who have shaped Singapore as we know it today, click here.