The beauty brand Shiseido is set to begin venturing into the wellness business field with the launch of its new brand Shiseido Beauty Wellness (SBW).
Set for release in February 2024, in the words of the company the “aim of the brand is to help people pursue their own unique beauty and wellness”.
SBW is the result of joint research and development of Shiseido’s products with distributors Tsumura and Kagome, who are set to sell throughout Japan. From 2025 onwards, SBW will be launched in the Asian market, including China.
Going forward, SBW will work together with its partner companies, each a professional in their respective fields, to offer new beauty solutions created through bringing harmony to the skin, body, and mind.
[The company]... aims to position itself as a “Personal Beauty Wellness Company” by 2030 with the purpose of creating a sustainable world
- Shiseido
SBW will also engage in new market development by proposing this new beauty and wellness routine as “J-Beauty Wellness” and communicate it globally.
According to a press release, the company: “Aims to position itself as a “Personal Beauty Wellness Company” by 2030 with the purpose of creating a sustainable world where people can experience happiness through the power of beauty.”
Shiseido continued: “To achieve this, SWB is reinforcing its skin beauty brands by leveraging its expertise and R＆D capabilities in skin care, one of its strengths, and cultivating new promising business opportunities.”
In the recent years’ changes in the global environment and social issues, leading an authentic and healthy life has become increasingly important, and people are seeking more mental and physical well-being in their everyday lives.
A Shiseido survey revealed that 74% of women in their 20s to 60s feel that the skin, body, and mind are connected, and 72% think that it is necessary to take care of the body from the inside out in order to stay healthy and beautiful. .SBW will develop products and services through the co-creation of partner companies, leveraging Shiseido’s expertise in beauty and its understanding of the relationship between the skin, body, and mind that has accumulated over the 100 years of life science research and data science.
SBW will advance joint research and development of products and services with TSUMURA, an expert on Kampo herbal medicines and with Kagome, a leading company in manufacturing vegetable-based products, inspired by its belief of “the power of vegetables.
