Shiseido Americas Corporation has announced it will be selling the related assets of prestige makeup brands bareMinerals, BUXOM, and Laura Mercier to an entity owned by independent private equity partnership, Advent International. Advent acquired hair care upstart Olaplex in 2019.
Under its medium-to-long-term business strategy “WIN 2023 and Beyond,” the Shiseido Group is shifting to a new business structure, with skin beauty positioned as its core category.
"As we are taking steps to prioritize our brands, optimize our portfolio, and strengthen our competitive advantages under this strategy, we have decided to transfer the business of three of the Company’s makeup brands—bareMinerals and BUXOM, acquired in 2010, and Laura Mercier, acquired in 2016—to an external party," said a Shiseido announcement.
The company will reinvest the funds obtained from the transfer into areas crucial for its long-term growth, such as development of key brands and acquisitions, mainly in the skin beauty category, digital transformation, and enhancement of production capabilities and innovations.