Shiseido and Shopee partner to boost J-beauty in Southeast Asia

Southeast Asian e-commerce platform Shopee is partnering with Shiseido Asia Pacific to propel the growth of Japanese beauty products in Southeast Asia.

Shiseido will use Shopee’s user base and market knowledge to boost its online presence and accessibility in the region in an effort to become the fastest-growing J-beauty brand in the territory.

“We want to be where our consumers are when they’re shopping for beauty and skincare products,” said Shiseido Asia Pacific VP of digital and e-commerce Pranay Mehra. “How we connect with them has always been a strategic priority for Shiseido in Asia Pacific, and I am confident that we will continue to extend our e-commerce presence with Shopee as one of our primary strategic e-commerce partners.”

Shiseido will seek to broaden its multi-brand portfolio offerings on the Shopee platform this year, including its Anessa, Senka and Tsubaki ranges, with a focus on Indonesia, Thailand and Vietnam. The firm will also be exploiting Shopee’s operations in Taiwan to expand into new markets.

“We always anticipate the trends and needs of our users, and we noticed that there has been a growing demand for ‘Made in Japan’ products in Southeast Asia, especially in the beauty and skincare categories,” said Shopee regional MD Ian Ho. 


“Partnering with Shiseido, one of the world’s most-established beauty companies, will allow us to capitalise on their industry expertise and strengthen our J-beauty offerings, unlocking more choices and value for our users.”

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