Shiseido acquires microbiome beauty brand Gallinée to strengthen skin beauty position
29 Sep 2022 --- Shiseido Europe is acquiring all of the outstanding shares of Gallinée, a London-based beauty brand specializing in caring for the skin microbiome from head to toe. The move bolsters Shiseido’s position in the skin beauty category. The microbiome focus also adds to the company’s goal of integrating inner beauty with skin beauty.
Shiseido says the acquisition is part of the company’s overall commitment to Win 2023 and Beyond, a long-to-medium-term strategy to “be a global winner with our heritage.” Its 2023 sales ratio target is 80% for skincare and ¥100 billion (US$690 billion) cash flow.
Foreseeing growth
The company shares its forecast and analysis of the market conditions to 2030.
“Our analysis of the global beauty market indicates that prestige and premium markets will return to a growth trajectory of around 5 to 6% per year on average, as consumers pay increasing attention to health and pre-symptomatic conditions and place more emphasis on skin health, which is closely related to both of these issues,” shares Shiseido.
“We predict that attention will shift to functional skincare and sun care in addition to keywords such as ‘clean,’ ‘natural’ and ‘sustainable’ and scientific evidence grounded in fields such as dermatology. But it is not only beauty devices and treatments that are expected to expand. Growth is also predicted for the inner beauty market.” 
Shiseido aims to strengthen its position as a skin beauty company.
Shiseido aims to strengthen its position as a skin beauty company based on the predictions. The acquisition of a skin microbiome company reflects its aims to do so.
Gallinée to leverage Shiseido for NPD
Founded by Marie Drago, PharmD, a specialist in the skin microbiome, Gallinée offers a range of science-backed beauty products with a patented complex of prebiotics, probiotics and postbiotics that nourish the skin’s microbiome.
Gallinée is to provide “a complementary yet unique addition to Shiseido’s existing portfolio.”
Through the partnership, the brand can leverage resources across Shiseido’s commercial infrastructure and its R＆D capabilities, particularly from its European Innovation Center, to lead the development of the skin microbiome within the EMEA territory.
The skin microbiome plays an essential role in skin and overall health to protect from the outside world.
In recent news, Shiseido initiated the fourth phase of its open innovation program, “fibona,” as a part of its “co-creation with startups” in China. The themes for the phase are medical beauty technology and holistic beauty technology.
By Venya Patel
