Shiseido
Cosmetics and beauty · Japan
Shiseido makes and sells skin care, makeup and fragrance under brands such as SHISEIDO, Clé de Peau Beauté, NARS and ELIXIR, through department stores, drugstores, travel retail and e-commerce.
What makes it different
China and travel retail outsell its home market.
35.3%Net sales in China & Travel RetailFY2025
Shiseido earns more in China and travel retail than in Japan, where it was founded.
How big it is
How big is Shiseido?
¥970.0BNet salesFY2025
35%E-commerce shareFY2025
26,330EmployeesFY2025
How it makes money FY2025
China and travel retail is the biggest region.
- China & Travel Retail35%¥342.2B
- Japan30%¥295.3B
- EMEA15%¥141.1B
- Americas11%¥106.6B
- Other9%
How the business works
Science-led beauty. Brands for every channel.
- 1Science-led skin care, makeup
- 2Prestige and mass brands
- 3Counters, drugstores, online
Beauty consultants sell the prestige brands in department stores, while drugstores carry ELIXIR.
Who owns it
- The Master Trust Bank of Japan, Ltd. (Trust Account)17.1%
- Government of Norway5.44%
- Custody Bank of Japan, Ltd. (Trust Account)5.13%
CEO: Kentaro Fujiwara
Who it competes with
Key moments
- 1872Founded in Ginza, Tokyo
- 1897Eudermine skin lotion launched
- 2000NARS acquired
- 2019Drunk Elephant acquired
- 2021Personal care business divested
Sources
Every number on this page comes from Shiseido's own reports.
Full profile
The rest of the story is in the app.
What Shiseido tracks24 metrics
Employees
Researchers
Women at management level
Results, quarter by quarterwith a chart
Revenue
Profit
Margin
Where the money comes from5 regions
China & Travel Retail
Japan
EMEA
The full timeline15 moments
1983
2021
2025
Shiseido vs L'Oréalside by side
Revenue
Profit
People
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