Japan's Shiseido to form Philippine unit with Singapore's Luxasia

09, Nov. 2018

MANILA, NNA – Japanese cosmetics maker Shiseido Co. is making inroads into the potentially high-growth Philippines market in a joint venture with a Singapore firm.

The company said Wednesday it had agreed with Luxasia Partners Pte. Ltd., a regional cosmetics agent, to set up Shiseido Philippines Corp. in December, with Shiseido holding a majority stake. The joint venture will begin operating in July next year after integrating the sales channels of two local agents.

Shiseido Asia Pacific Pte. Ltd., a wholly owned subsidiary in Singapore, will hold a stake in the joint venture with a registered capital of 580 million pesos ($11 million).

The local unit plans to enhance the product lineup of its prime brands, including Shiseido, NARS and Laura Mercier, in the Philippines, Southeast Asia’s third-largest cosmetics products market with annual sales estimated at about $3 billion.

Shiseido expects the Philippines’ prime cosmetics market to post a double-digit percentage increase annually by 2020.