L'Oréal Group and Shiseido Group have both announced price increases. L'Oréal will raise the counter prices of brands such as Lancôme and Kiehl's starting February 1, while Shiseido will increase the prices of nearly 40 products by 1–10% on April 17. Additionally, Shiseido’s premium brand, Clé de Peau Beauté, will undergo a comprehensive price adjustment across all product categories. Industry analysts suggest that price hikes in the high-end beauty sector will test brands’ pricing power and may drive consumers to choose more cost-effective products.