Henkel acquires Shiseido's Asia-Pacific hair business

By Sarah Parsons | Published: 9-Feb-2022

Brands in the salon-exclusive portfolio include Crystallizing, Sublimic, Primience and Shiseido Professional

Henkel has acquired Shiseido's Asia-Pacific professional hair business.

Brands in the salon-exclusive portfolio include Crystallizing, Sublimic, Primience and Shiseido Professional.

Shiseido will retain a 20% share in Japan.

The Tokyo-led company's professional hair division achieved sales of €100m in 2020.

Japan, China and South Korea are its strongest markets.

"The transaction will enable us to create an innovation and growth platform for our professional business in this very exciting region aiming for further business growth and development through the agreement with Shiseido," said Wolfgang König, Executive Vice President Beauty Care at Henkel.

"We will significantly increase our market position in Japan and China, the world’s top two and three hair professional markets and important centres of trends and innovations."

Products within Shiseido's Asia-Pacific span shampoos, conditioners, scalp care, hair colour and styling items as well as perm solutions.

"The company is confident that integration of its professional business, whose brands are well established in Japan and Asia, with the Henkel Group, which possesses an extensive track record in the hair category in Europe and the United States, will provide the Business with global-level investment opportunities and business structure," said Shiseido in a statement.

Henkel has ramped up its international portfolio in recent years.

The German hair care specialists purchased Shiseido's North American professional hair division Mexico's Nattura Laboratorios in 2017.

It also acquired American salon specialists Sexy Hair, Alterna and Kenra in 2014.

Shiseido, meanwhile, is streamlining its portfolio to focus on luxury skin care. The company's American business offloaded prestige make-up brands bareMinerals, Buxom and Laura Mercier to Advent International in August.

The deal was reported to be worth US$1.5bn.

“Shiseido remains focused on making strategic investments across the portfolio and exploring potential opportunities that fit into our premium skin beauty and global growth objectives," said Ron Gee, Shiseido’s President and CEO at the time.

In 2021, Shiseido’s net profit totaled 42.44bn yen, compared with a net loss of 11.66 bn yen in 2020.

Sales grew by 12.4% to 1.04 trillion yen.

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