Race track competition, Shiseido acquires microbial skin care brand

On September 28, according to the official website of Shiseido Group, Shiseido Europe signed an agreement to acquire the microbiome beauty brand Gallinee.

In the past two years, microbial skin care has become another new trend in the skin care industry. As a subdivision of the skin care track, micro ecological skin care is rising, and domestic and foreign brands have also entered the market in succession.

Gallinee, a microbiome beauty brand acquired by Shiseido, was founded in 2014 and headquartered in London. Its founder, Marie Drago, is an expert in skin microbiome. Gallinee has patents related to prebiotics, probiotic compounds, lactic acid bacteria compounds, etc. It mainly provides users with body milk, facial cleanser, hand cream, facial mask, scrub cream, soap and other products, which can improve allergic or acne skin.

On September 28, according to the official website of Shiseido Group, Shiseido Europe signed an agreement to acquire the microbiome beauty brand Gallinee.

In the past two years, microbial skin care has become another new trend in the skin care industry. As a subdivision of the skin care track, micro ecological skin care is rising, and domestic and foreign brands have also entered the market in succession.

Gallinee, a microbiome beauty brand acquired by Shiseido, was founded in 2014 and headquartered in London. Its founder, Marie Drago, is an expert in skin microbiome. Gallinee has patents related to prebiotics, probiotic compounds, lactic acid bacteria compounds, etc. It mainly provides users with body milk, facial cleanser, hand cream, facial mask, scrub cream, soap and other products, which can improve allergic or acne skin. The acquisition of Gallin é e Shiseido expands the emerging microbiome field, and through Gallinee's differentiated positioning in the emerging field of skin microbiome, it provides a complementary and unique part of Shiseido's existing portfolio and strengthens its core business skin beauty products.

In fact, since Shiseido released the "WIN 2023 and Beyond" strategy, it has continuously strengthened its investment in brand upgrading, business innovation and other aspects, with the goal of becoming the No. 1 global enterprise in the skin care field by 2030.

In the medium and long-term strategy of "WIN 2023 and Beyond", profitability and cash flow are Shiseido's focus on global transformation and reform. By focusing on the field of skin beauty, Shiseido restructured its business portfolio to improve profitability, especially in the Americas and EMEA (Europe, the Middle East and Africa) regions. As a member of Shiseido Group, the acquired Gallinee will also use Shiseido's commercial resources and R&D capabilities to continue to develop skin microbiota for EMEA and continue to promote brand growth.

According to the news released on Shiseido's official website, Shiseido will not introduce Gallinee into the Chinese market in a short time. After the transaction, Marie Drago, the founder of Gallinee brand, will join Shiseido's EMEA team and continue to provide product innovation and support to Gallinee as the chief creative officer of the brand.

According to the latest financial data released by Shiseido, the business of EMEA (Europe, Middle East and Africa) has increased, with net sales up 8.4% year on year to 55.7 billion yen. The operating profit has turned to profit Cl é de Peau Beaut é, NARS, Narciso Rodriguez and other brands have achieved strong growth.

Who will win the race

Is Microbial Skin Care the Next Gold Mine? The answer is yes. In addition to Shiseido, LVMH, P&G, Symrise and other international giants are betting on this track.

In February this year, P&G acquired Tula Skincare, a beauty brand based on probiotics and super food; In June, Care Creations, a personal care brand under BASF, launched Probiolift and Postbiosoft, two micro ecological skin care materials; In terms of Chinese brands, Dr. Aier has seized the air outlet of microecological skin care early.