Shiseido Launches Sidekick, a Men’s Skincare Line

Sidekick, Shiseido's new skincare line, is aimed at Gen Z men. Sidekick includes five face washes, lotion, moisturizer and sheet mask. Four products went on sale Wednesday exclusively at Shiseido's Beauty Square store in Harajuku, Tokyo. Sidekick will be available in China, via e-commerce channels, on July 1. 

In a statement, Shiseido noted that skin beauty is a core business and is expanding its offerings in an effort to become the global leader in the category by 2030. Earlier this year, Shiseido launched Ulé, another skincare brand, in Europe. 

“We are also working on the development of men’s cosmetics in the skin beauty category,” Shiseido said in a statement. “With the launch of Sidekick, we will focus on China where the men’s cosmetics market is booming and will target mainly the Gen-Z market whose growth rate is particularly high.”