The success story of a camelliaThe stylized Shiseido brand name and a red camellia became trademarks of the company's product line when it expanded into the cosmetic segment. The brand is at the core of the prestige segment and is widely recognized in the domestic beauty industry and overseas markets. Over its 150 years of history, the company has developed or acquired new brands to diversify product lines and target groups, increasing the cosmetic giant's presence in the mid-priced and mass market segments. While the company is the undisputed leader for cosmetics, the personal care market is highly competitive, with domestic competitors like Kao Corporation and Kosé Corporation defending their market share.
However, in 2021, Shiseido announced the sale of its personal care segment to FineToday and a private equity firm, while retaining a stake in the joint venture. Along with a restructuring of its brand portfolio, the business strategy was refocused on the high-end cosmetic market as the company aimed to become the leading beauty manufacturer worldwide.