Shiseido confirms Burberry deal!

By Michelle Yeomans contact

- Last updated on GMT

Shiseido confirms Burberry deal!

Related tags: Cosmetics

Shiseido has confirmed it has signed an agreement with luxury fragrance house Burberry to distribute its colour cosmetics and fragrance products in Japan.

Back in April, this publication reported on speculation around a potential deal between the two cosmetics giants.

At the time, WWD had reckoned Shiseido was a likely partner for Burberry’s planned skin care line, making references to Burberry’s chief operating officer John Smith; “We are talking to a range of possible partners about a range of possible relationships."​ 

While Shiseido’s 'Beauté Prestige International' already works with Burberry on fragrances in the West, this will be the first opportunity for the personal care giant to distribute the luxury player's products in its home market.

According to Simona Cattaneo, senior vice president of beauty at Burberry; as the brand continues to expand its global product range, this partnership will enable the company to provide its customers with an 'authentic Burberry brand experience'.

Regarding the agreement he says; “we are excited to be partnering with Shiseido in the distribution of our fragrance and beauty products in Japan. To be working with such a well-respected company with a wealth of knowledge in the market is a great opportunity."

What happens now?


As of this summer, the brand’s licensed products will be replaced with the Burberry global product range.

As part of the deal, Shiseido will also support the launch of 'My Burberry' fragrance starting with Hankyu Department Store Umeda as well as the online version (Osaka), five standalone stores and thirteen Burberry concessions across major cities in Japan this month.

The fragrance was created by Chief Creative Officer & CEO, Christopher Bailey in 2014, and is inspired by a London garden after the rain.

Also commenting on the partnership, Shiseido's representative director Mr. Toru Sakai said; “These are exciting times, the boundaries between fashion and beauty are blurring."

"Whilst the core of our business remains focused on beauty, this new partnership with Burberry is a significant one for Shiseido as we look to build our portfolio of products and enhance our presence in the luxury beauty market," ​he added.

Related news

Show more

Related products

show more

Pandemic Beauty Formulas for Download

Pandemic Beauty Formulas for Download

Tagra Biotechnologies | 01-Jun-2020 | Application Note

Tagra is internationally renowned as a leader in microencapsulation, having obtained over 14 patents created by a team of PhD experts in microparticulate...



Beraca - Be truly natural, Be sustainable | 17-Apr-2020 | Product Brochure

Beracare CBA is an Amazonian oil complex composed mainly of beta-caryophyllene, an exogenous phytocannabinoid, that is able to activate the CB2 receptor...

Color Changing Alcohol Gels and Sanitizers

Color Changing Alcohol Gels and Sanitizers

Tagra Biotechnologies | 13-Apr-2020 | Product Brochure

CameleonCaps™ are cellulose-based encapsulated pigments that are durable during formulation and scale-up, yet break easily beneath fingertips upon application....

New! NaturePep® Teff: Discover Ageless Firming

New! NaturePep® Teff: Discover Ageless Firming

TRI-K Industries Inc. | 06-Apr-2020 | Clinical Study

Introducing NaturePep® Teff, a unique new product from TRI-K Industries that targets aging and fatigued skin. NaturePep® Teff, part of TRI-K’s natural...

Related suppliers

Follow us


View more


Indie Pioneers Podcast

Indie Pioneers Podcast