Shiseido Company, Limited announced that Shiseido and YA-MAN LTD. have signed an agreement to establish a joint venture in the beauty device business. Shiseido places importance on the creation of open innovation to establish innovative business models by combining the expertise of Shiseido with business partners as one of key business strategies in striving to be a global winner with heritage through the medium-to-long-term strategy VISION 2020 (2014-2020). Shiseido will provide new beauty value through the combination of Shiseido's strengths cultivated in the cosmetics business, such as skincare, with YA-MAN's expertise in the beauty device business, and also leveraging its high recognition among Chinese consumers.

The new company will initially focus on the Chinese market and develop cross-border business targeting Chinese consumers who are interested in anti-aging and beauty devices. Brands and products of Japanese origin with "Made in Japan" proven safety and quality will be created by applying both YA-MAN's highly advanced beauty device technology and Shiseido's cutting-edge skin science technology, and they are planned to be launched in Japan and China in 2021. Businesses such as brand creation, product planning, and sales for the purpose of providing new beauty solutions and creating new value that cannot be realized with cosmetics or beauty devices alone.

Overview of the joint venture: Name: EFFECTIM Co. Ltd., Title or name of representative: Toshinobu Umetsu, Representative Director, CEO, Business: Businesses such as brand creation, product planning, and sales for the purpose of providing new beauty solutions and creating new value that cannot be realized with cosmetics or beauty devices alone, Capital: JPY 490 million, Date of establishment: October 1, 2020 (planned).