The ‘conscious beauty’ label has been led by Shiseido’s EMEA employees
Japanese beauty goliath Shiseido has debuted a new ‘conscious beauty’ brand, developed for Western consumers.
Ulé, a prestige skin care label, aims to marry inner and outer beauty approaches via ingredients of natural origin and will launch in France on 2 May through an e-commerce site and a brand boutique in Paris.
The 8-sku line-up comprises topical skin care and supplements ranging from €30-119.
According to Shisiedo, Ulé’s development from concept to creation has been led by its EMEA employees.
The newcomer’s ‘conscious’ principles include the traceability of ingredients, local sourcing (with 84% of ingredients sourced in France) and working with vertical farm business Tower Farm.
All production and packaging is conducted in Shiseido’s factory in Ormes, France to lessen the environmental impact caused by shipping.
Moreover, Ulé is said to extract ingredients from the entire plant, resulting in 96% minimum ingredients of natural origin.
It also eschews a list of 1,400 ingredients in its products based on its own standard.
Highlighted products in the range are Je suis Chill Hydra-Fortifying CBD Moisturizer, Oh la Plump Thirst Quenching Serum and Avoir it All In & Out Phyto Nutritive Oil.