Shiseido Restructures to Merge China and Travel Retail Units Amid Strategic Shift

Faced with sluggish travel retail performance, Shiseido Group is shaking up its global operations. As of March 31, the company has merged its China business with its travel retail division, streamlining leadership and aligning strategy across one of its most crucial markets.

This move comes as part of Shiseido’s 2025–2026 Action Plan, where being “agile in volatile markets” and “creating value with consumers at the core” have become top priorities.

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