Exploding Sales in Over 80 Countries Worldwide! Is Shiseido Men's 'Black Ultimune' the Real Deal?

Has there ever been such a best-selling "men's serum"? 

When it comes to best-selling men's cosmetics, basic items like facial cleansers, toners, and moisturizers are the usual suspects, making serums relatively unfamiliar. Despite this, the "Ultimune Power Infusing Concentrate" released by SHISEIDO MEN in 2021 became a global hit. It has been rolled out in about 80 countries, including the U.S., China, and Europe, and its sales continue to grow at double digits since its debut year.

To explore the reasons behind its overwhelming popularity and actual effectiveness, we spoke to Maya Sakurai, who is in charge of PR for SHISEIDO MEN.

Reflecting Years of Research on Men's Skin into Development

First, please tell us about the SHISEIDO MEN brand.

It's a men's line of Shiseido's global prestige brand. The skincare line, focusing on men's skin barrier function, debuted in Italy and Germany in 2003. It was introduced in Japan the following year and has since led the high-end men's cosmetics scene.