According to Bloomberg, SIDEKICK, a men’s skincare brand under Shiseido, officially withdrew from mainland China in December 2024. This move marked the end of its operations less than 30 months after entering the market in July 2022.
Launched in June 2022, SIDEKICK targeted Asia’s Gen Z males with a positioning as a “new luxury hybrid skincare brand.” Its core concept combined natural ingredients and advanced technology to address men’s skin concerns, aiming to fill the gap in the premium men’s skincare market and secure a top-three position in China within five years.
As of now, SIDEKICK’s Tmall flagship store has shut down, and its official channel on Dewu no longer lists products. Meanwhile, remaining inventory is being sold online at steep discounts of 70-90% off.
SIDEKICK was Shiseido’s first new men’s skincare line since the launch of SHISEIDO MEN in 2003. The company had positioned the brand as a strategic bet to strengthen its foothold in China’s “winning skincare” sector.
During its initial push into China, SIDEKICK aggressively expanded through partnerships, including opening a Tmall store, appointing popular actor Bai Jingting as global ambassador, and participating in major sales campaigns.
However, market performance fell short of expectations. Data from June to November 2022 showed SIDEKICK captured just 0.3% of China’s men’s skincare market. In the facial foam category, it held a 5% share, trailing rivals CeraVe and Shiseido’s own mass-market brand UNO. Its top-selling Tmall product, the oil-control foam cleanser “Purifying Stick,” recorded monthly sales of around 4,000 units—far below local competitor Liran’s 20,000+ units.
Sales declined sharply from 2023 to 2024, with its premium-priced cleanser lineup struggling to compete in China’s crowded men’s grooming market.
Shiseido’s broader strategic shifts also impacted SIDEKICK. Under its midterm plan “SHIFT 2025 and Beyond,” the company aims to slash costs in China by ¥8 billion yen (RMB 386 million) over two years, accelerating the brand’s exit.
In 2024, Shiseido China underwent layoffs and withdrew two other brands—BAUM and d program—from the market, making SIDEKICK the third Shiseido brand to exit China that year.
Despite SIDEKICK’s withdrawal, Shiseido retains SHISEIDO MEN and may re-enter the men’s skincare sector through acquisitions or new brands. Industry projections indicate China’s men’s skincare market is growing at over 15% annually, with an estimated value of RMB 20.7 billion by 2026.
According to Shiseido’s 2024 financial report, full-year net sales rose 2% to ¥990.6 billion yen (RMB 47.78 billion), while operating profit plummeted 73% to ¥7.6 billion yen (RMB 367 million). Sales in China edged up 0.8% to ¥250 billion yen (RMB 12.06 billion), halting a previous decline.
Analysts note SIDEKICK’s exit underscores growing challenges for foreign beauty brands in China. Shiseido’s customer service stated there are no current plans for SIDEKICK’s return to the market.
