Global Japanese skincare brand Shiseido is on track to boost its piece of the makeup pie, with plans to introduce new beauty products in the coming weeks, ahead of a relaunch in Sephora
According to Jill Scalamandre, president of Shiseido's Global Makeup Center for Excellence, the company aims to capitalize on the current J-Beauty boom and significantly increase its stake in the global color market through the addition of 16 new products to the Shiseido Makeup range, including 125 new shades for consumers.
Pricing for the new collection will range from US$22-64, with items to launch on shiseido.com starting August 3, 2018, and drop into 25 Sephora locations globally from September 1, as well as Macy's, Dillard's and Nordstrom in the US. A re-launch of the brand's foundation line is also scheduled to follow next year, including powders, concealers, and primers set to debut in the fall of 2019.
(Related: Shiseido X Singapore Tatler)
The fresh beauty drive will also see the release of five new makeup brushes, and a new ‘mode of categorization' for Shiseido Makeup—shifting from the more traditional classifications of ‘eyes', ‘lips' and ‘cheeks'—to sort the products according to the following textures: dews, gels, powders, and inks.