Beauté Prestige Internationale (BPI), the French subsidiary of Japan’s Shiseido, has sued Shein (希音) in France for unfair competition, seeking more than 2.6 million euros ($2.9 million) in damages. BPI, which distributes fragrances for Issey Miyake, Narciso Rodriguez and Zadig & Voltaire, accuses Shein of unauthorized sales on its French marketplace. It identified 37 listings sold outside its selective distribution network; Shein’s lawyers put the figure at 11. BPI is seeking over 2.1 million euros ($2.4 million) for reputational damage and 500,000 euros ($562,000) in lost profits. Shein argues it acts as a host, not a seller. The Marseille court will rule on January 26, 2027.

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