Yesterday, according to AXIOS, Shiseido announced it is deepening its commitment to wellness through its venture capital arm, LIFT (Long Term Investments for the Future), by investing in Apothékary, a plant-based wellness brand, during its pre-series A funding round. This investment brings the round’s total to $8 million, oversubscribed by 40%.
Apothékary, founded by Shizu Okusa in 2020, has now raised over $15 million in equity funding and $6 million in debt funding. The brand’s backers include prominent investors such as Anne Mahlum of Solidcore and VC firm Stella Capital.
The partnership comes at a pivotal moment as Apothékary expands its retail footprint. The brand, which entered over 400 Sprouts locations in September, has now launched on Ulta Beauty’s website, marking its debut in specialty beauty retail. Apothékary is Ulta’s first brand to offer alcohol alternative products, aligning with Ulta’s growing focus on wellness through its Wellness Shop initiative. Featured products include $39 tinctures like Blue Burn Metabolic & Weight Support, Take the Edge Off, and The Honest Youth.
Ulta Beauty’s VP of Merchandising, Lisa Tamburello, expressed excitement about the partnership, emphasizing how Apothékary’s offerings enhance wellness as part of daily beauty rituals. Okusa views this expansion as strategic, bridging the gap between beauty, grocery, and supplements.
Shiseido’s investment reflects its strategy to grow beyond its Asian markets and increase its presence in wellness, part of its vision to become a “personal beauty wellness company” by 2030. This aligns with a broader industry trend, with competitors like L’Oréal, Natura &Co, and Unilever also investing in wellness-focused brands.
