Shiseido enters wellness with new Inner Beauty Business and SBW brand

Japanese beauty group Shiseido is entering the wellness category with the launch of a new brand, Shiseido Beauty Wellness (SBW).

Launching in February 2024, SBW will offer products to help consumers "pursue their own unique beauty and wellness".

Ahead of its launch, the new brand will conduct joint research and development of its products with Japanese pharmaceutical company Tsumura and tomato-based food firm Kagome.

SBW will work with the partner companies to launch new beauty solutions created through "bringing harmony to the skin, body and mind".

It will also engage in new market development by proposing and communicating a new "J-Beauty Wellness" routine globally.

The move marks the first step towards a wider wellness division by Shiseido, called Inner Beauty Business.

SBW will launch in Japan from February 2024, before rolling out to the Asian market in 2025.