bareMinerals rumoured to be scaling back distribution in France

The company confirms that it is consistently evaluating and adjusting its strategy in line with consumer needs

Shiseido is rumoured to be reducing its distribution of make-up brand bareMinerals in France.

While the company did not confirm this news to Cosmetics Business, it did say that as of 1 January 2018 the brand will be primarily available in the country through online channels including its own website and

“As a global brand in a dynamic market, we consistently evaluate and adjust our distribution strategy based on the changing habits of our customers and needs of our retailers,” a spokesperson said.

“As always, we look forward to meeting our many fans in this market online.”

Premium Beauty News reported that the brand is not renewing its exclusive distribution contract with Sephora, and that the scale-back could result in around 30 job losses including ten at its Paris HQ, and 20 in the Île de France and other regions.

bareMinerals was launched in France in 2014 and has been sold exclusively via Sephora, QVC France and its own website ever since.