On January 18th, Shiseido announced on its official website that it would launch the first three brands of “SHISEIDO BEAUTY WELLNESS” (referred to as SBW) starting from February 1st, aiming to help everyone achieve their unique health and beauty from within.
According to reports, the three brands are “TUNE BEAUTE,” “ROOTINA,” and “The Collagen.” These brands will be available for sale from February 1st, 2024, sequentially on the SBW website, Shiseido’s comprehensive beauty facility, SHISEIDO THE STORE, and SBW stores (some located in Cosme and Musee de Peau stores).
It is understood that TUNE BEAUTE is a brand jointly developed by Shiseido and Tsumura Corporation, offering a total of 10 products in five different categories, priced between 3,456 and 5,940 yen. ROOTINA is a joint development by Shiseido and Kagome Co Ltd, offering four products in two categories, priced between 334 and 2,008 yen. As for The Collagen, it will offer a total of 13 products in seven categories, priced between 297 and 7,711 yen.
Previously, Shiseido stated that SBW is a brand business direction created in collaboration with partners, based on Shiseido’s professional beauty knowledge and a profound understanding of the relationship between skin, body, and mind gained through over 100 years of life science research. Starting from 2025, SBW will expand to include the Asian region, including China.
