Shiseido Launches Sidekick, a Gen-Z Skin Care Brand

With the launch of Sidekick, Shiseido will focus on China where the men’s cosmetics market is booming and will target mainly the Gen Z market, which has a particularly high growth rate.
With the launch of Sidekick, Shiseido will focus on China where the men’s cosmetics market is booming and will target mainly the Gen Z market, which has a particularly high growth rate.

Shiseido has launched Sidekick, a skin care brand that focuses on Gen Z men's skin concerns. 

With the launch of Sidekick, Shiseido will focus on China where the men’s cosmetics market is booming and will target mainly the Gen Z market, which has a particularly high growth rate.

The products will be available from June 1, 2022 in Japan through Shiseido Beauty Square, a hands-on communication spot where people can discover, play and share Shiseido’s beauty products and services, and from July 1, 2022 in China, mainly through e-commerce channels.

The skin care products are with naturally derived ingredients with "advanced technologies." They not only address the specific skin problems of Gen Z men, such as oily skin and dry skin, but also support the skin’s moisture barrier function with each use, creating a skin environment that is more resilient.

Products in the line include:

  • Aqua-On Hybrid Cleanser
  • Bright-On Hybrid Cleanser
  • Shine-Off Hybrid Cleanser
  • Strength-On Hybrid Cleanser
  • Color-Off Hybrid Cleanser
  • Hybrid Essence-In Lotion
  • Hybrid Essence-In Moisturizer
  • Hybrid TU Double Mask


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