Shiseido Company, Limited - statistics & facts
Shiseido Company, Limited is one of Japan's most valuable non-tech brands. It was founded in 1872 in Tokyo's prestigious Ginza district as a pharmacy and gained popularity by combining Western technology with Japanese tradition in personal care products. By the beginning of the 20th century, the Shiseido brand had shifted its focus to cosmetics, which remains a core segment to this day. The company has also expanded into other businesses outside the beauty industry, such as operating restaurants, educational establishments, and childcare facilities.
However, in 2021, Shiseido announced the sale of its personal care segment to FineToday and a private equity firm, while retaining a stake in the joint venture. Along with a restructuring of its brand portfolio, the business strategy was refocused on the high-end cosmetic market as the company aimed to become the leading beauty manufacturer worldwide.
The success story of a camellia
The stylized Shiseido brand name and a red camellia became trademarks of the company's product line when it expanded into the cosmetic segment. The brand is at the core of the prestige segment and is widely recognized in the domestic beauty industry and overseas markets. Over its 150 years of history, the company has developed or acquired new brands to diversify product lines and target groups, increasing the cosmetic giant's presence in the mid-priced and mass market segments. While the company is the undisputed leader for cosmetics, the personal care market is highly competitive, with domestic competitors like Kao Corporation and Kosé Corporation defending their market share.However, in 2021, Shiseido announced the sale of its personal care segment to FineToday and a private equity firm, while retaining a stake in the joint venture. Along with a restructuring of its brand portfolio, the business strategy was refocused on the high-end cosmetic market as the company aimed to become the leading beauty manufacturer worldwide.
