'Hanatsubaki' is a monthly culturalmagazine issued by Shiseido. It was first issued in 1937. Although it was temporarily discontinued out of necessity for a period of time during and after World War II; it resumed printing in June 1950; 10 years after the discontinuation.

The new 'Hanatsubaki' reflected increasing contemporaneous American cultural and social influence on Japanese society; as evinced in this cover for April; 1954.

Since 2007; the magazine alternately issued 'Miru Hanatsubaki'; in which fashion; beauty; art; and culture were vividly expressed on color pages; and 'Yomu Hanatsubaki'; in which various reading materials such as novels were included. However; these 2 forms were unified; and the magazine has once again been issued as 'Hanatsubaki' starting in 2012; which was Shiseido's 140th anniversary and the magazine's 75th anniversary.