Shiseido Names Kentaro Fujiwara as CEO

Japanese beauty conglomerate Shiseido has named Kentaro Fujiwara as its new chief executive officer, effective Jan. 1 2025. He is currently the company’s chief operating officer.

Shiseido owns buzzy brands such as Drunk Elephant, Nars and Dr Dennis Gross, as well as its namesake line, and holds a number of fragrances licences for the likes of Narciso Rodriguez.

The incumbent CEO, Masahiko Uotani, will retire at the end of this year, but remain an advisor to the company, Shiseido said. He will leave the board of directors in March 2025.

Fujiwara’s appointment has been carefully orchestrated in a five-year succession plan that has seen the two executives work together to create a “successful leadership transition,” Shiseido said.

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Shiseido Wins Max Mara Fragrance License

The Japanese beauty conglomerate will develop, produce and manufacture fragrances for Max Mara, which has not sold perfume since it discontinued a line of scents launched in the mid 2000s.