It was revealed yesterday that Shiseido’s men’s skincare brand, Sidekick, has officially exited the mainland China market after just two and a half years of operation. Launched in July 2022, Sidekick was positioned as a luxury skincare line for Generation Z men in Asia. Shiseido’s customer service confirmed the products are no longer available in mainland China, with official sales channels on Tmall and Dewu ceasing to carry the brand. Additionally, starting in March 2024, Sidekick’s social media accounts on WeChat, Weibo, and Xiaohongshu were no longer updated, and the Xiaohongshu account was deactivated.