Shiseido announces split of business, focusing more on oral beauty

On May 22nd, 2023, Shiseido Group issued a notice on the division of corporate business between merged subsidiaries (Simple Absorption-type Split). The business absorption and splitting between subsidiaries this time is based on Shiseido's previously formulated medium-term business strategy of "SHIFT 2025 and Beyond". In this context, Shiseido positions the growing CLEAN&DERMA (non irritating skin cleaning cosmetics and dermatology cosmetics) and INNER BEAUTY (oral beauty) fields as new growth opportunities to capture changes in Japanese consumers. 

The INNER BEAUTY concept of Shiseido emphasizes the importance of enhancing overall beauty through internal care. They believe that by improving the internal health of the body, external beauty can be more long-lasting and blooming. The concept of intrinsic beauty is reflected in Shiseido's product line, where they have developed a series of oral beauty products aimed at improving skin and overall health by providing nutritional supplements and health functions.

One of the well-known INNER BEAUTY products is the Shiseido The Collagen series. This series includes oral collagen beverages and collagen powders, aiming to provide the collagen required for the skin, thereby improving skin elasticity and water retention ability. The Shiseido The Collagen series also adds other ingredients that are beneficial to skin health, such as vitamin C, fish collagen peptide, and coenzyme Q10. In addition to the Collagen series, Shiseido has also launched other internal beauty products, such as muscle fiber drinks and antioxidant juices. These products aim to provide nutrition from within, promoting healthy skin and overall beauty.