September 28, 2023

Shiseido Launches Beauty Supplement Business

Shiseido announced that it will enter the beauty-related supplements and beverages business in earnest. It is diversifying its business in anticipation of saturation in the domestic cosmetics market. As a first step, Shiseido has partnered with two companies, Tsumura and Kagome, to develop products. The company plans to begin sales in Japan in February 2024 and expand into the Asian region in 2025.

A new brand, "Shiseido Beauty Wellness," will be launched in February 2024. The company is considering developing supplements with Tsumura based on its knowledge of Chinese herbal medicine and beverages with Kagome based on the company's vegetable-related technology. The products will be sold through Shiseido's sales network. The company is looking to develop demand, especially among women, and is also considering partnering with another company.

Shiseido has sold a small number of supplements and other products in the past but will now make it a business. President Kentaro Fujiwara explains, "There are 28 million potential customers in the country. We want to create new markets while proposing various values such as supplements, foods, and services."

Terukazu Kato, president of the partnering Tsumura, says, "We will combine new Japanese and Chinese ingredients with Shiseido's beauty ingredients to create value in the pursuit of health and beauty."

Kagome has expertise in developing tomato and other vegetable and fruit products. In collaboration with Shiseido's R&D in skincare and other areas, it will position itself as "We will collaborate on research and development related to the relationship between healthy beauty and vegetables, and deliver information and products" (Kagome, President) and as part of its growth strategy.