Shiseido Acquires Micro-ecological Skincare Brand Gallinée
- Chaileedo Press
- Sep 29, 2022
- 2 min read
In March 2021, Gallinée opened a Xiaohongshu account for product previews.
Recently, Shiseido announced on its website that it will acquire Gallinée, a British micro-ecological skincare brand, with details of the deal not yet disclosed.
Responsible for the acquisition of Gallinée is Shiseido Europe S.A., an affiliated subsidiary of Shiseido and the head office for EMEA (Europe, Middle East, Africa). Shiseido claimed the acquisition will allow it to add new value skincare brands to the company's portfolio and further strengthen the skincare section.
Gallinée, founded in 2017 by French pharmacist Marie Drago, is a probiotic skincare brand from the United Kingdom. Its products are said to focus on regulating the skin microbiome and stabilizing the skin barrier, meanwhile, caring for the good bacteria in the microbiome and restoring a healthy skin condition. The core ingredients of the products include prebiotics, probiotics, postbiotics & lactic acid, etc.
For the acquisition of Gallinée, Shiseido expressed that microbiology plays an important role in skin and health. By acquiring Gallinée, it will gain a new customer tier that focuses on microbial skincare and will use this as a base to accelerate research in microbiology, with the European Innovation Center as the center. Following the acquisition, Marie Drago, the brand's founder, will continue to lead the brand under the leadership of Franck Marilly, CEO of Shiseido EMEA, and cooperate with the team at the EMEA regional headquarters to further develop the brand by leveraging Shiseido's infrastructure and rich resources.
Currently, Gallinée products include essence, toner, cleanser, shampoo, and many other products, mainly sold in the UK and France, and no flagship store of the brand has been opened in China yet. However, Gallinée products can be searched in some Taobao C-stores.
Moreover, a search for "Gallinée" in Xiaohongshu shows 200+ notes. As early as March 2021, Gallinée opened a Xiaohongshu account for product previews and has now published several product-related contents with a total of 13,000 likes.
At present, Shiseido, Estee Lauder, SK-II, L'Oreal, Lancome, HR, Dr.Alva, Pechoin, PMPM, and other brands domestically and overseas, have all entered the market. Microecology is accelerating the penetration in the cosmetics industry, and some industry professionals believe that Chinese brands are expected to outperform international brands in this area.
Data from Beauty Data.AI shows that from 2021 to July 2022, the total sales volume of products that focus on the microecological concept reached 82.61 million in China online, with sales revenue exceeding 14.5 billion yuan ($1.847 billion). Among them, skin care products accounted for 67.04% market share in this market. According to the online sales situation, it was found that Chinese brands accounted for 60% of the TOP 10 brands in sales, with Dr.Alva ranked TOP1, and Estee Lauder and L'Oreal in the second and third places respectively. The micro-ecological skin care market is mainly focused on facial care, which accounts for 79.68% of sales, and brands entering the market in the future can focus on this niche section.
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