Retail in Asia


Shiseido launches beauty brand INRYU

Shiseido announced the launch of new ingestible beauty brand INRYU, which aims to improve the overall health of the skin from the inside. Including three products, INRYU will be available in SHISEIDO THE STORE in Japan starting January 2022, and on e-commerce platforms in China starting March 2022.

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INRYU is developed by China Business Innovation & Investment Office (CBI), established in Shanghai in 2019 as an operational hub to promote innovations in existing businesses and new business development.

Shiseido aims to be a “personal beauty wellness company” that supports people in realising beauty and wellness throughout their lives. To achieve so, developing the inner beauty category in the medium-to-long-term is listed as one of the key strategies.

In recent years, due to the global environmental change and COVID-19 pandemic, health consciousness has increased significantly. 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. 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 the consumer insights 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.

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INRYU will be exhibited at the China International Import Expo, held from 5th – 10th November, 2022.