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Shiseido Invests in Middle East Venture

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By: Jamie Matusow

Editor-in-Chief


A beauty consultant at Shiseido counter in Kuwait. (photo copyright Shiseido)
Shiseido will establish Shiseido Middle East FZCO by the end of 2013. The new company is based in Dubai, the United Arab Emirates (UAE) in partnership with a local company, Creation, and will import and market products under the global brand Shiseido in seven Middle East countries—Bahrain, Jordan, Kuwait, Oman, Saudi Arabia, Qatar, and UAE. The joint venture will commence business operations in January 2014. Shiseido International Europe S.A., Shiseido’s wholly owned subsidiary in France, and the local company hold equity shares of 51% and 49%, respectively. While fragrances account for a major portion of the high-end cosmetics market in the Middle East, Shiseido has established a presence with its signature skin care products, which are now marketed at 140 stores in the region.

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