Shiseido Buys Bare Escentuals: Is That a Good Thing?

Agyness Deyn: Face of Shiseido

The high-end japanese brand, Shiseido wants to be more well-known in the U.S. and now they will. Shiseido is going to buy the mineral makeup line, Bare Escentuals for $1.7 billion. I was initially shocked, but then I realized that it’s not that surprising when you think about it. I mean, the two brands together is quite odd but Shiseido acquiring Bare Escentuals is a smart deal and a very good thing.

Why?

For one thing, Bare Escentuals has a much larger market in the U.S. with sales reaching over $558 million in 2008, thanks to the infomercials. With Shiseido huge sales in Asia, the Bare Escentuals brand would expand and sales could skyrocket. Also, the Shiseido line is known for its liquid makeup but these days, we are seeing more women going the mineral makeup route. It’s a great opportunity for Shiseido to incorporate mineral makeup into their brand.

“I couldn’t be more pleased to be joining forces with the team at Shiseido,” said Blodgett. “We look forward to bringing our mineral-based beauty products to even more women worldwide.”

Shiseido also owns other brands like NARS (My love), Carita Skincare, and Beaute’ Prestige International.

I’m excited with the new changes for both Shiseido and Bare Escentuals. Both makeup lines are fantastic and I see good things for them and for us in the future.