THE WHAT? Shiseido will cut 300 jobs in the U.S. following continued losses from its skincare brand Drunk Elephant, contributing to a ¥5.8 billion operating loss in the region.
THE DETAILS While restructuring in Japan and China lifted net profit to ¥9.5 billion for H1 2025, U.S. sales fell 10%. Drunk Elephant’s supply issues in 2024 led to customer attrition and dragged performance in both the U.S. and Europe. Shiseido will aim to reposition the brand from 2026 and expects ¥15 billion in U.S. cost savings by 2026.
THE WHY? Shiseido is refocusing after past acquisition missteps and a soft U.S. skincare market. The company is cutting costs globally and will release a new mid-term plan by year-end.
Source: Shiseido