Chinese consumers have gravitated towards J-beauty as they’ve become more skincare educated, seeking sustainable results over trendy gimmicks. In 2020, imports of Japanese cosmetics to China grew more than 30 percent to $4.3 billion, surpassing major suppliers like South Korea, France, and the US. Shiseido’s sales in China jumped to $600 million in Q1 2021 — trailing just behind the $687 million made in Japan — signaling a closing gap between the two markets. Forty years after entering China, Shiseido continues to grow by focusing on prestige skincare, cutting-edge technology, and personalized services.