Following similar moves by L’Oréal and Estée Lauder, Shiseido is reportedly preparing large-scale layoffs in its Americas division due to poor performance and broader market challenges. Although the exact number of employees affected has not been disclosed, cuts will impact multiple departments and locations across the U.S. and Canada.

Shiseido stated that the layoffs are part of a business transformation aimed at restoring growth and profitability, following a 14.5% sales drop in the Americas during Q1 2025. This decline was largely driven by a 60% slump in sales of its Drunk Elephant brand, acquired in 2019 for $845 million.

The job cuts come after months of internal restructuring, including executive changes, store closures, and brand withdrawals from key markets such as Japan and China. Shiseido is also refining its portfolio by shifting focus toward high-end skincare and tech-driven beauty solutions. This move adds to a wave of downsizing across the global beauty industry, with at least six of the world’s top ten beauty companies announcing layoffs in 2025 amid slowing growth.