Shiseido Group’s 2024 financial report shows a 1.8% increase in net sales, reaching 990.6 billion Japanese yen ($475.7 million), while core operating profit fell 8.7% to 36.4 billion Japanese yen ($17.5 million). Performance in China exceeded expectations, with net sales growing 0.8% to 250 billion Japanese yen ($120.1 million) and core operating profit soaring 75.7%.

Looking ahead to 2025-2026, Shiseido will prioritize key brands divided into “Core 3” (Shiseido, Clé de Peau Beauté, Nars) and “Next 5” (Anessa, Narciso Rodriguez perfumes, Issey Miyake perfumes, Elixir, Drunk Elephant). The company plans to invest 10 billion Japanese yen ($47.6 million) in marketing these brands and 30 billion Japanese yen ($142.9 million) in additional investment. It will also assess potential brand exits or scaling down based on growth potential and profitability.