Shiseido reported a 21.3% YoY rise in core operating profit to 23.4 billion Japanese yen ($162 million) for H1 2025, despite 7.6% drop in net sales to 469.8 billion yen ($3.25 billion). Sales in its China and travel retail division fell 12.4%, with executives citing weakening brand equity and delayed strategic responses. The segment still accounted for nearly 40% of group sales. Shiseido is now focused on profitability under its 2025-2026 action plan, joining other global beauty giants in responding to weak growth and rising pressure from domestic Chinese brands.