Shiseido Embarks on a Comprehensive Inner Beauty Venture

Today (September 20), Shiseido Company, Limited (Shiseido) announced the launch of its brand “SHISEIDO BEAUTY WELLNESS” (SBW), marking the start of a new journey into the wellness business sector with the full-scale operation of its Inner Beauty business.SBW is scheduled to be released in February 2024 that aims to help individuals pursue their unique beauty and health aspirations.

According to Shiseido, the initial focus of SBW will be on research and development of products in collaboration with TSUMURA & CO. and Kagome Co. These products will be sold throughout Japan. From 2025, SBW plans to expand its business in Asian markets, including China.

By harmonizing skin, body, and mind, SBW plans to collaborate with experts in their respective fields to offer new beauty solutions, according to the report. The brand seeks to launch this new approach to beauty and wellness, dubbed “J-Beauty Wellness,” and promote it globally.

Shiseido said it is committed to supporting the realization of “J-Beauty Wellness” with its century of expertise in beauty and its deep understanding of the interconnections between skin, body and mind.

Through joint research and development with TSUMURA and Kagome, SBW hopes to create impactful and innovative products and services that contribute to a better world. TSUMURA is committed to “enabling everyone to live a vibrant life,” and its long-term vision of “Cho-Wa (Harmony): Creating a Harmonious Future,” will leverage their long-term vision of herbs and the mind-body connection.Kagome’s emphasis on the “Power of Vegetables” will drive research and development of vegetable beverages and foods that harness the flavor and health benefits of tomatoes and other vegetables and fruits.



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