Shinzo Fukuhara created Shiseido’s Design department in 1916, a year after assuming control of the company. He continued the shift away from pharmaceuticals toward cosmetics, opening a boutique devoted to their sale across the street from the drugstore. Shiseido’s Seven Colour Face Powder offered an alternative to traditional white powders, which were made from crushed rice and often contained lead. Also radical was the tasteful packaging, which bore Shinzo’s simplified design featuring the camellia, an Asian flower favored by European gardeners.

Seven Color Face Powder, 1917, Satin-wrapped paper containers, 1 3/8 x 2 1/4 x 2 1/4 in. each