Shiseido prepares the launch of its new wellness brand, scheduled for 2024

Japanese cosmetics multinational Shiseido is set to launch its new wellness brand, Shiseido Beauty Wellness. After months of research and development, S.B.W. will be launched in Japan early next year, in the rest of Asia and worldwide in 2025.

The COVID-19 pandemic has turned our consumer habits upside down, prompting consumers to put their well-being first. Shiseido’s new announcement on September 20 is the umpteenth proof of this: from February 2024, the cosmetics company is adding a new string to its bow with the launch of its wellness brand, Shiseido Beauty Wellness. This is the first step in the development of a wellness sector for the Japanese giant, which it refers to as the Inner Beauty Business.

The hair care, skincare and fragrance manufacturer has announced that its new range of products – yet to be unveiled – will focus on the importance of inner beauty. In a press release, Shiseido defines it as “harmony between skin, body and mind“. To position itself in this field, Shiseido has teamed up with a number of key partners. These include Tsumura, a Japanese manufacturer specializing in phytotherapy, and Kagome, a famous producer of plant-based beverages in the land of the rising sun.

A collective consciousness

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