March 10, 2022: Shiseido adds a clean beauty brand to its portfolio with the launch of Ule. Through this venture the brand aims to expand its skin care beauty segment to 75% of its sales in 2022. It is in line with the clean and sustainability beauty care line-up like Drunk Elephant and Baum. Ule is part of Shiseido’s plan to pump its sustainability-driven beauty product line-up.

After the COVID-19 blow up, the company decided to take up beauty more seriously and dwell into people’s interest in skin wellness and health. The plan was to focus on the main skin care brands like Shiseido, Cle De Peau Beaute and ISPA.  It also invested in new brands from innovative categories like beauty devices, clean beauty and beauty supplements. These strategies gave birth to Baum, inner beauty brand INRYU and beauty device brand EFFECTIM.