Diana Farah

Japan’s leading skincare brand Shiseido Company officially opened its first flagship store in the Middle East and Europe in Dubai on Friday. 

Shiseido Ginza Tokyo opened its first brand store in the UAE in Mall of the Emirates, in partnership with the UAE’s retail company Majid Al Futtaim. 

The 150-year-old brand combines cutting-edge technology with breakthrough science from Japan to create skincare catered to all skin types. 

The store features personalised skincare consultations and expert facial treatments. It also features a treatment room with state-of-the-art technology and equipment, including custom skin analysis tools and facial massage techniques.

Shiseido EMEA President and CEO Franck Marilly said the store’s opening in Dubai “marks an important step in the expansion of our company in the Middle East.”

“We are delighted to bring our namesake brand’s state-of-the-art skincare innovation to the region’s very dynamic and demanding consumers,” the CEO said. 

According to Marilly, the store brings together the elements of “both East and West,” to create a brand that “pays homage to Japanese heritage.”

Marilly explained that the brand plans to expand into other parts of the region, but first want to understand the Middle Eastern consumer, in order to cater to their specific skincare needs.

“This boutique is the perfect tool to understand the awareness of our brand,” he added. “Shiseido’s objective is to be the number one skincare brand by 2030.”

 Marilly said the boutique, like all others in the Asia region, will follow the Japanese tradition of ‘Omotinashi,’ which is the act of “wholeheartedly looking after guests.”

In terms of sustainability, Marilly said they also base their guidelines on Japanese people’s “deep respect for nature.”

Shiseido started off in the Middle East six months ago, with an e-commerce partnership with Majid Al Futtaim, which saw a 38% monthly average growth since its launch, according to the retailer. 

CEO of Majid Al Futtaim Lifestyle, Fahed Ghanim, said the opening of Shiseido in the Middle East marks the company’s debut into the beauty world.

“Shiseido’s 150-year reputation aligns perfectly with our company’s vision and commitment to delivering unique and exceptional experiences for our customers,” he said. “The brand’s decision to open a flagship store in Dubai in partnership with Majid Al Futtaim Lifestyle is a testament to the potential of this market and the strength of our ecosystem to support the growth of leading international brands.”

A ribbon cutting ceremony took place on Friday, to mark the official launch of the Shiseido brand in the Middle East.