What is it? What you might call Shiseido’s diffusion line, for women aged 24-35.

What’s the USP? Lovely sophisticated skincare designed to breathe new life into skin that lives a demanding, stress-ridden life and which is starting to show a bit of wear and tear.


Hero products? The Refining Moisturizer (£42) and the Softening Concentrate (£23).


Why the name? Because Ibuki means ‘new breath’. 

How new is it? Very new, just launched in the past week, and available at House of Fraser

I’d try… Any of it. The products are all just as lovely to look at, smell, play with and use as you would hope with a pedigree of this calibre – thoughtfully formulated with a great deal of science behind each one, along with clinical studies to show how well it all works.