Parent Company: Shiseido Co. Ltd
Brand value: $5,986 million
Headquarter city: Tokyo
Industry: Personal care
Year formed: 1872
Shiseido is a global beauty company with a history that dates back nearly 150 years. Today, Shiseido sells skin care, hair care, cosmetics and fragrance products around the world, and is the number one cosmetics brand in Japan and Asia. The company owns several high-end, high-value-added prestige brands, and sells to consumers both directly and through department and specialty stores. In Japan, the brand is also present in pharmacies through a range of mid- to low-priced cosmetics and personal care products. Moving into the future, the brand aims to position itself at the intersection of science and art, with a special focus on growing its prestige and skincare offerings in Japan, China, and beyond. The company recently relaunched its beauty offerings in many overseas markets, while in Japan the brand redoubled its commitment to R&D with the opening of a major innovation hub in Yokohama as well as several new production facilities. Investments in digital-assisted personalization and customization (as with the company’s “Optune” skincare system in Japan) are seen as critical to the brand’s goal of providing “beauty innovations for a better world.” From its early days, the brand has been identifiable by its camellia flower logo, as well as by its support of the arts (including its own galleries); the company also sponsors Naomi Osaka and a major women’s tennis tournament. Shiseido Company, Ltd. is listed on the Tokyo Stock Exchange.