Shiseido’s venture capital arm, Long Term Investments for the Future (LIFT), has invested in Ulta Beauty’s plant-based wellness brand, Apothékary, during its pre-Series A funding round, according to Axios. This investment, totaling $8 million, underscores Shiseido’s commitment to expanding its presence in the wellness market.
The partnership comes at a pivotal moment as Apothékary expands its retail footprint. The brand, which entered over 400 Sprouts locations in September of 2024, has now launched on Ulta Beauty’s website, marking its debut in specialty beauty retail.
Apothékary, founded by Shizu Okusa in 2020, has secured over $21 million in total funding. The brand’s backers include investors Anne Mahlum of Solidcore and VC firm Stella Capital. The brand's recent partnership with Ulta Beauty marks a significant milestone, as it becomes the first brand to offer alcohol-alternative products on the retailer's platform. This collaboration aligns with Ulta's focus on wellness and complements its existing offerings.
Shiseido's investment in Apothékary is reportedly part of its broader strategy to become a "personal beauty wellness company" by 2030. By expanding its portfolio to include wellness brands, Shiseido aims to cater to evolving consumer preferences and tap into new growth opportunities.
