Shiseido enters wellness with new inner beauty brand

By Austyn King | Published: 22-Sep-2023

The Shiseido Beauty Wellness brand will offer products said to help customers achieve their own beauty from the inside out

Japanese beauty conglomerate Shiseido is entering the wellness arena with its newest brand launch.

Set to launch in February 2024, Shiseido Beauty Wellness (SBW) will offer products that are said to help consumers achieve their own beauty and wellness from the inside out.

The owner of NARS and Drunk Elephant will work with partner companies as well as harnessing its own expertise in the beauty arena to develop the products, which have not yet been revealed.

Shiseido will team up with Japanese medicine manufacturer Tsumura, which specialises in herbal medicine and the body-mind connection, while tomato-based food company Kagome will contribute its research into the health benefits of vegetables and fruits.

The new brand will be the first step towards a wider wellness business, which Shiseido called its Inner Beauty Business, as consumers increasingly prioritise their health and wellbeing.

72% of women aged between 20-60 believe it is necessary to take care of their bodies from the inside out to be healthy and beautiful, according to a survey by Shiseido.

Meanwhile, almost all (96%) of Shiseido’s beauty consultants said they had been asked about health and nutrition advice by customers in-store.

The move into wellness follows the launch of Shiseido’s beauty supplement brand Inryu, which launched last year with three ingestible products.

The company has also taken steps to diversify its portfolio of brands in recent years, such as acquiring microbiome skin care brand Gallinée last year and previously revealing plans to invest in US and European skin care brands.

Shiseido Beauty Wellness will launch in Japan in February 2024, before rolling out to the Asian market and globally from 2025 onward.

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