Recently, according to public information from Qichacha.com, Shiseido (China) Investment Co., Ltd. (referred to as “Shiseido China”) has made a new external investment in a company called Shiseido Trading (Shanghai) Co., Ltd. (referred to as “Shiseido Trading”), with a 100% shareholding. Specifically, Shiseido Trading was established on January 6, 2024, with a registered capital of 10 million yuan ($1.4 million), and its industry is classified as commercial trade.
Of note is that Shiseido Trading’s business license includes the operation of Class III medical devices, a field not covered by Shiseido China and other subsidiaries. According to the Medical Device Technical Evaluation Center of the National Medical Products Administration’s “Guiding Principles for the Registration Review of Radiofrequency Beauty Devices,” starting from April 1, 2024, radiofrequency treatment devices and radiofrequency skin treatment devices are classified under Class III medical device management.
EFFECTIM was launched in China and Japan in 2021. It is a luxury high-tech brand under the Shiseido Group, based on the research achievements within the Shiseido Group’s 150-year history. EFFECTIM develops skincare solutions that combine beauty devices with accompanying skincare products. According to the official Tmall flagship store of EFFECTIM, the brand’s beauty eye device and beauty device are both radiofrequency beauty devices, with product prices ranging from 322 yuan ($45) to 5,399 yuan ($754.38).
It is understood that the brand has opened multiple offline direct stores in Beijing, Shanghai, and Wuhan, and signed artist Cai Xukun as the brand spokesperson to enhance product exposure and recognition through his strong influence. It is evident that Shiseido has high expectations for the brand in China. However, since the introduction of regulations classifying radiofrequency beauty devices as Class III medical devices, related companies associated with beauty device brands such as Flossom, Ya-Man, and OGP have all applied for clinical trial projects for radiofrequency devices. Meanwhile, this brand has yet to make any moves.
Therefore, industry insiders speculate whether Shiseido’s new investment is aimed at helping their brand focused on radiofrequency beauty devices obtain the Class III medical device license and successfully enter the Chinese market. CHAILEEDO will continue to keep an eye on this development.
