Shiseido has launched Sidekick, a skincare brand for Generation Z.

Compared to women, men's skin has more sebum and less moisture. Men's skin is particularly vulnerable to environmental stresses, and tends to fluctuate easily. Even with a low barrier function, men's skin is damaged daily by razors and other tools, so they need to be very particular about their daily skin care regimen.

Shiseido has launched a skincare brand that focuses on the skin concerns unique to Gen Z men. The name of the brand is "SIDEKICK. As the name suggests, the brand aims to be like a partner for Gen Z men, who are giving their all in their private and professional lives.

Facial cleanser ¥1,760~¥2,090 each,
Lotion ¥2,420,
Cream ¥2530
Sheet mask ¥3080 each

Sidekick's core value is "hybrid," which combines two different elements to create new value. Sidekick" approaches various skin types, such as oily and dry skin, by combining natural ingredients and advanced technology. Each use supports the barrier function and leads to a skin environment that can stand up to problems.

The initial lineup includes five types of cleansers, toners, creams, and two types of masks. The cool and stylish packaging, boldly adorned with the brand's logo, will give you a sense of exuberance just by owning it.

In Japan, it opened in Harajuku the year before last.Shiseido Beauty SquareThe company is currently developing its business in China, where the men's cosmetics market is booming, through e-commerce. The brand will initially focus on China, where the men's cosmetics market is booming, with e-commerce as its core market, with the goal of becoming a premium men's cosmetics brand that is overwhelmingly supported by the Z generation in Asia. It has been about 19 years since the launch of SHISEIDO MEN, and we hope you will try Shiseido's men's brand and see for yourself the results of their efforts.