Shiseido Taps into China’s Wellness Market with New Supplement Brand

Japanese brand owner Shiseido is ramping up its wellness offering with the launch of new supplement brand INRYU.

The move is part of the multinational’s long-term goal to be a ‘personal beauty wellness company’, as seen by its recent brand launches tree-inspired line Baum and anti-ageing tool brand Effectim.

INRYU – which is said to mean ‘IN’ for inner beauty and ‘RYU’ means flow – will release with three supplements in Japan from January 2022 and will roll out to China from March.

The owner of Drunk Elephant and NARS attributed climate change and Covid-19 as inspiration for the brand.

“Health consciousness is increasing significantly [among consumers],” said Shiseido.

“In particular, the ‘inner beauty’ category including methods such as adjusting eating habits and sleeping to improve the overall health of the skin is getting more and more attention.”

INRYU was created by Shisiedo’s Shanghai-based incubator arm China Business Innovation & Investment Office (CBI).

“CBI, which focuses on the market trends of increasing beauty consciousness and the growing ingestible beauty product market in China, developed INRYU by collecting/analysing/testing consumer insights,” added the conglomerate.

“[And] combining the insights with Shiseido’s innovation expertise in areas such as blood vessels research, ingredient development and emotional value development, that bring beauty from the inside out.”

Grand View Research reported that the global dietary supplements market is currently valued at US$140.3bn and is forecasted to grow 8.6% year-on-year to 2028. (Source: cosmeticbusiness.com)