Shiseido launches Inner Beauty Business

The company will launch the Shiseido Beauty Wellness brand in February 2024.

Shiseido started the full-scale operations of the Inner Beauty Business as the first step for the launch of its new brand Shiseido Beauty Wellness (SWB) in February 2024.

In a statement, Shiseido said SBW conducts joint research and development of its products along with Tsumura & Co., and Kagome Co. to sell the products in Japan.

The new brand will then be expanded to other Asian markets, including China starting in 2025.

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“The aim of this brand is to help people pursue their own unique beauty and wellness,” it said.

Shiseido said SBW will collaborate with other partner companies to offer new beauty solutions that will harmonise the skin, body and mind.

SBW will also propose new beauty and wellness routines such as “J-Beaut Wellness” to engage in new market development.