Pure Beauty

Shiseido’s game plan to double UK beauty business

By Amanda Pauley | Published: 10-Jan-2024

After reporting big growth in 2023, Japanese conglomerate Shiseido is now on a mission to double its UK business and become one of the territory’s top beauty players

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Shiseido is on a mission to become a much bigger disruptor in UK beauty, with the aim of doubling its business in the market over the next couple of years. 

Although currently operating as the number eight beauty group in the UK, according to analyst Circana, the Japanese conglomerate plans to move up three places to sit in the top five alongside the likes of powerhouses L’Oréal and Puig.

It is a big goal for the owner of skin care ranges Drunk Elephant, make-up favourite NARS, fragrance line Serge Lutens and eponymous brand Shiseido, to name a few.

However, with Shiseido’s UK business growing close to 20% in retail in 2023, there is real potential for the group to increase its market share here. 

We are more balanced, healthier and stronger than before

“The UK is the number four beauty market worldwide and there is a lot of attention on us because, as a group, we are a challenger in this country,” says Charles de Montalivet, Shiseido’s Country MD, UK and Ireland. 

“Overall, we are growing at double the speed of the market, and faster than the market in all key categories.

“We have had a fantastic skin care category acceleration at +55% [in 2023], as well as +10% in make-up and +11% in fragrances. 

“Although there is a substantial gap between us and the top four players, when I look at Shiseido becoming number five, it is achievable.

“We just need to drive 50% bigger than we are today.”

Narciso Rodriguez's All of Me has been a big fragrance seller for the company

Narciso Rodriguez's All of Me has been a big fragrance seller for the company

The smell of success 

Shiseido’s plan to take a larger slice of the UK beauty pie involves becoming a trailblazer in the fragrance sector – a bold move when it only

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