Shiseido Rumored To Be Selling Bare Minerals, Buxom, and Laura Mercier
A Shiseido rumor is going around about the potential sale of Bare Minerals, Laura Mercier, and Buxom. This comes as no surprise considering the huge dip in sales Shiseido had in 2020 which had a near 30% drop. They actually closed a good deal of Bare Minerals stores last year as well. I honestly don’t understand the concept of freestanding brand stores. I think it’s terrible idea to carry a single brand in one store. They also took Bare Minerals private a few years ago. I recall their stock performed quite well. Hm…!
That being said Shiseido has a diverse portfolio of brands both here in the US and in Asia including Drunk Elephant, NARS, Cle De Peau Beaute, and more. Shedding some of their color cosmetic ranges would leave more room for production and extension of their skincare category.
It’s become the way of the beauty world at the moment to shed under performing brands some of which like Becca and Clarisonic do come as a shock.
I do wonder how Shiseido Asian brands are doing as I know some Korean brands, like Etude House, are suffering at the moment.
I do hope a sale is in the works as I would miss Bare Minerals, Laura Mercier, and Buxom if they decided to close down production completely. Although, I will say that in recent years the brands really haven’t shown their best faces.
I’ll share more news as it becomes available about the fate of these three brands!