Today, Shiseido China announced that it has officially entered into a strategic partnership with Beauty Farm, widely known as China’s “first publicly listed beauty salon company.”
According to reports, the two parties will integrate their respective core resources: Shiseido will contribute its cutting-edge scientific research and technology, while Beauty Farm will provide support through its high-end professional salon services. This collaboration is expected to further strengthen Shiseido’s strategic presence in China’s medical aesthetics and lifestyle beauty markets.
Public information shows that Beauty Farm has been deeply engaged in the professional skincare sector for 33 years. It currently operates more than 730 stores across over 100 cities in China. Through acquisitions of brands such as Nairuier and Siyanli, its total number of stores has exceeded 734, with a directly managed membership base surpassing 200,000. The company primarily serves middle- to high-income women in top-tier cities and has established a mature service system alongside extensive offline channel advantages.
Under the strategic partnership, Shiseido China will focus on promoting its technology-driven skincare brand designed specifically for Asian skin, RQ PYOLOGY. It is reported that RQ PYOLOGY is the first high-tech skincare brand in Shiseido Group’s 153-year history developed exclusively for Asian skin. The brand initially targets professional clinical channels and offers a “device + cosmetics” combined treatment regimen, delivering full-cycle medical aesthetics care solutions. Its portfolio includes four medical devices and ten cosmetic products.
The partnership marks RQ PYOLOGY’s official expansion from professional medical aesthetics settings into the high-end lifestyle beauty service sector, creating a fully integrated service chain spanning professional treatments, post-procedure repair, and daily maintenance.
As the first initiative under this strategic collaboration, the two parties have jointly launched a premium whitening treatment program titled “Radiant Translucent Brightening,” which is scheduled to debut in March 2026 at Beauty Farm’s core stores nationwide. Positioned within the high-end tech-driven skincare segment, the program focuses on the repair needs of fragile skin and post–medical aesthetics skin.
Toshinobu Umetsu, CEO of Shiseido China and Travel Retail, stated that the partnership will further strengthen Shiseido Group’s presence in professional channels and promote the deep integration of scientific research, product innovation, and professional services. “With RQ PYOLOGY as our strategic lead brand, we are establishing in the Chinese market a new model that connects post–medical aesthetics repair with daily skincare maintenance. We aim to bring consumers clinically proven, technology-driven skincare solutions. Looking ahead, we expect to work hand in hand with Beauty Farm to explore long-term opportunities within the beauty and wellness ecosystem.”
Li Yang, Chairman of Beauty Farm, said that introducing RQ PYOLOGY—Shiseido Group’s first high-end tech skincare brand developed specifically for Chinese consumers—into high-end professional salon settings will offer members a research-backed professional skincare experience and enhance the brand’s industry influence. “Leveraging our professional salon services, we will fully unlock the efficacy value of RQ PYOLOGY’s products. This collaboration is only the beginning. In the future, both sides are expected to deepen synergy in product innovation, service experience, and joint scientific research, jointly building a new high-end beauty and health service ecosystem.”
