Shiseido sees fresh growth points in Chinese mainland market

Japanese beauty and cosmetics brand Shiseido is optimistic about China and is seeing new growth points in the country, its top China executive said, while assuring that the company would continue to invest in the domestic market.

"China is no longer following the trend. China is creating a new trend under diverse lifestyles," said Toshinobu Umetsu, Shiseido China and Travel Retail CEO.

Umetsu noted that China has a diversified consumption market. Consumer values are increasingly diverse, with various orientations and preferences. Consumers have, meanwhile, also evolved from focusing on basic skin care to one driven by efficacy.

This consumer group not only focuses on functional ingredients and possesses professional knowledge, but also excels in analyzing beauty concepts and makeup techniques, sharing professional knowledge and recommending good brands, he said.

Furthermore, Chinese consumers strongly desire and enjoy various lifestyle values. Makeup and fragrance products are different for the office, and they vary in personal and family settings as well, Umetsu said.

To target new growth points, Shiseido is introducing high-functional and high-performance skin care products, including medical beauty products, makeup and fragrance categories for self-expression with different lifestyles, as well as unique premium products such as skin treatment services, premium haircare, room fragrance and body care across categories for self-indulgence, he said.

According to Shiseido, although it divested several brands in China, the company returned to growth from the second quarter and continued to expand its market share in the country throughout 2025.

"Meanwhile, this allows us to allocate more resources to focused brands and products, creating more impact through investment and driving stronger growth. We'll continue to strengthen brand power and drive growth through new product pillars and strategic investment synergies," Umetsu said.

On March 20, Shiseido launched its latest product under its sub-brand NARS, marking its global debut in Shanghai.

"We chose to do the first grand launch event in China, which shows how much China means to us. China is not just a market we sell to; it is a market we learn from and where we develop new capabilities such as business models with digital and artificial intelligence for the group. Going forward, China will continue to be a key driver of growth, a testing ground for new categories and a source of inspiration for our global brand portfolio," Umetsu said.

Dai Mingfeng, a researcher at the Chinese Academy of International Trade and Economic Cooperation, said: "Shiseido's global debut of the latest product of NARS in Shanghai is a symbolic action of its strategic upgrading in the Chinese market and deep cultivation of product localization, as well as the highest expression of Shiseido's strategic priority for the Chinese market. China is not only a sales market, but also a global new product debut and innovation center.

"The product precisely matches the trend of diversification, personalization and self-expression of Chinese consumer needs. With the rapid feedback and communication power of the Chinese market, the new product can quickly reach the core population and form a global demonstration effect," he said.