Japan's Shiseido beefs up presence in China

China's emphasis on institutional opening-up has made its market openness "more predictable and reassuring", strengthening the confidence and long-term commitment of multinational companies such as Shiseido, Toshinobu Umetsu, CEO of Shiseido China and Travel Retail, said at the ongoing China International Import Expo (CIIE) in Shanghai.

As the Japanese cosmetics group marked its seventh consecutive appearance at the CIIE, Umetsu said that the distance between global brands and Chinese consumers is greatly shortened through the expo.

"The most valuable experience is the real interaction with visitors at our booth," he said. "Here, I can discuss partnerships, explore cooperation, and listen directly to consumers of all ages. Their voices inspire our innovation and shape our business strategy."

This year, Shiseido showcased a sweeping vision for the future of beauty through breakthrough aesthetic medicine concepts, the debut of two new brands, and the unveiling of more than 50 new products.

Among the highlights was RQ PYOLOGY, the first medical aesthetics brand developed entirely by Shiseido's China team, making its global debut with 14 new products.

Designed to provide professional and safe perioperative skincare, the brand represents the company's advanced integration of medical science and beauty.

"RQ PYOLOGY exemplifies how global R&D strengths can merge with local insights," Umetsu said. "Japan empowers RQ with deep medical-beauty expertise, while China contributes unique local insights and market dynamism. Together, they create a virtuous cycle of innovation."

Another highlight was the first-ever CIIE appearance of Serge Lutens, Shiseido's avant-garde art fragrance and beauty brand, which brought its distinctive aesthetic philosophy to Chinese consumers for the first time.

Umetsu emphasized that Shiseido remains confident in expanding its investment in China.

"China offers a policy environment that supports innovation and a collaborative ecosystem with local partners," he said. "These advantages enable new products and ideas to take root and scale quickly."

Through its participation at the CIIE, Shiseido has evolved from an exhibitor into a co-creator of China's open-market story.

"Through the CIIE, we're not only deepening our roots in China, but also amplifying our global impact," Umetsu said. "By building a seamless global consumer experience, Shiseido will continue to capture growth opportunities and contribute to shared prosperity."