Shiseido is on a mission to become a much bigger disruptor in UK beauty, with the aim of doubling its business in the market over the next couple of years.
Although currently operating as the number eight beauty group in the UK, according to analyst Circana, the Japanese conglomerate plans to move up three places to sit in the top five alongside the likes of powerhouses L’Oréal and Puig.
It is a big goal for the owner of skin care ranges Drunk Elephant, make-up favourite NARS, fragrance line Serge Lutens and eponymous brand Shiseido, to name a few.
However, with Shiseido’s UK business growing close to 20% in retail in 2023, there is real potential for the group to increase its market share here.
We are more balanced, healthier and stronger than before
“The UK is the number four beauty market worldwide and there is a lot of attention on us because, as a group, we are a challenger in this country,” says Charles de Montalivet, Shiseido’s Country MD, UK and Ireland.
“Overall, we are growing at double the speed of the market, and faster than the market in all key categories.
“We have had a fantastic skin care category acceleration at +55% [in 2023], as well as +10% in make-up and +11% in fragrances.
“Although there is a substantial gap between us and the top four players, when I look at Shiseido becoming number five, it is achievable.
“We just need to drive 50% bigger than we are today.”
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