Shiseido is launching its own wellness brand

Japanese beauty brand Shiseido is expanding its thriving biz into what it hopes will become a full-blown beauty and wellness empire. The retailer will launch Shiseido Beauty Wellness, aka SBW, in February 2024.

After it conducts initial research and development in Japan in partnership with Tsumura and Kagome, the brand also plans to introduce SBW in other Asian markets including China, WWD reported.

The new brand, which aims to bring “harmony to the skin, body and mind,” represents the first step toward Shiseido’s goal of becoming a “personal beauty wellness company” focused on “inner beauty” by 2030, as customers seek enhanced “mental and physical well-being.”

“A Shiseido survey revealed that 74 percent of women in their 20s to 60s feel that the skin, body and mind are connected, and 72 percent think that it is necessary to take care of the body from the inside out in order to stay healthy and beautiful,” Shiseido told WWD. “In addition, 96 percent of Shiseido’s Personal Beauty Partners who offer beauty advice in stores, receive health and nutrition inquiries from consumers.”

Zoom out: Shiseido is not the first high-end (or beauty) brand to dip its toes into wellness.

• Dior opened a spa in LVMH’s Cheval Blanc Paris hotel in 2021, offering a range of in-house treatments that use Dior products.
• Other beauty companies, including Lady Gaga’s Haus Labs, Sephora, and Ulta Beauty, have amplified their focus on self-care and at-home products.

Meanwhile, wellness-focused companies like Gwyneth Paltrow’s Goop and Amanda Chantal Bacon’s Moon Juice have built their brands on selling health and sexual wellness products and experiences.

+1: The global wellness market is currently valued at $1.5 trillion, and is expected to grow between 5% and 10% annually until 2027, Business of Fashion reported.