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Shiseido Co.

Latest From Shiseido Co.

E.l.f. Shutters Its Stores, Ratchets Up Digital Marketing To Reinvigorate Brand’s ‘Superpowers’

The Oakland, Calif.-based firm is cautiously projecting net sales declines of 4% to 8% in fiscal 2020, but is confident about its strategic redirection, which prioritizes packaging redesigns, first-to-mass items and “fewer, bolder product stories” under new marketing leadership brought on board in February from Shiseido.

Beauty Sales & Earnings

FDA Clears Outdated Sunscreen Petitions From Queue With Trio Of Denials

The agency refers L’Oreal, Shiseido’s Bare Escentuals and Rapid Precision Testing Laboratories to its newly proposed sunscreen rule, which covers most of the points raised in their petitions. Seeking GRASE status for powder dosage forms and higher concentrations of avobenzone, among other asks, the rejected citizen petitions trace back as far as a decade.

FDA Regulation

CoverGirl Introduces Full Spectrum Makeup As ‘Fenty Effect’ Continues To Resonate

“Understanding that inclusivity goes far beyond shade ranges, Full Spectrum was developed with the unique shade AND skin needs of multicultural women in mind,” according to a Coty/CoverGirl rep. The line is available now at, with a wider rollout planned for February 2019.

Beauty Launches

Shiseido’s Texture-Focused Relaunch; JOAH Makeup Takes K-Beauty Cues; More Launch News

Kiss Products’ JOAH makeup and June Jacobs Labs’ Naturally Serious skin care debut exclusively at CVS and Sephora, respectively. Meanwhile, Shiseido’s revamped makeup line arrives in gel, ink, powder and dew textures.

Launches Innovation
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Company Information

  • Industry
  • Diversified
  • Therapeutic Areas
  • Alias(es)
  • Ownership
  • Headquarters
  • Worldwide
    • Asia
      • Pacific Rim
        • Japan
  • Parent & Subsidiaries
  • Shiseido Co.
  • Senior Management
  • Yoshiharu Fukuhara, Pres. & CEO
    Isao Isejima, Sales Dir., International Operations
  • Contact Info
  • Shiseido Co.
    Phone: (81) 3 572 5111
    7-5-5 Ginza
    Tokyo 104-10,