Shiseido, the Japanese beauty conglomerate, is absorbing its subsidiary Shiseido Creative as part of a portfolio streamlining initiative.
Shiseido Creative provides branding communication services ranging from product design development to experience design.
The absorption-type merger of the wholly owned subsidiary takes effect on 1 June 2026, and is part of Shiseido’s streamlining ‘Action Plan’ launched in November 2024.
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The initiative aims to “reinforce” the Drunk Elephant owner’s core foundations, rebuild profitability and enhance operational governance.
This is to establish a “resilient business model to drive sustainable profit growth amid volatile market conditions”, according to a Shiseido company statement.
“To this end, from the perspective of optimising the group-wide operations and maximising synergies, the company has decided to absorb Shiseido Creative.
“Through this merger, the company will further accelerate the integration of its branding communication functions with its business operations, enhancing its capabilities in value creation and communication.”
The merger follows Shiseido shaking up its leadership structure earlier this year, along with a series of company-wide organisational changes.
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