Tokyo — November 10, 2025
Japan’s Shiseido Co. (TSE: 4911) slashed its full‑year guidance and flagged deeper restructuring, warning it now expects a ¥52 billion net loss for the year to December 31, 2025 (IFRS), versus a previous forecast for a ¥6 billion profit. The cosmetics group cited a goodwill impairment in the Americas and softer demand as it also unveiled a new medium‑term strategy through 2030. [1]
What Shiseido announced today
- Guidance cut: FY2025 revenue guidance was lowered by ¥30 billion to ¥965 billion (–2.6% YoY). The company now projects net loss of ¥52 billion after recognizing an impairment. Core operating profit guidance (¥36.5 billion) was left unchanged. [2]
- Impairment: Shiseido recorded a ¥46.8 billion goodwill impairment in Q3 tied to weaker profitability in its Americas business; management said the charge was largely connected to the premium skincare label Drunk Elephant. [3]
- Dividend: The company kept its annual dividend forecast at ¥40 per share (¥20 interim + ¥20 year‑end). [4]
Japanese media also highlighted the scale of the forecast swing and the impairment behind it. [5]
Restructuring: 200 voluntary retirements, after earlier headcount cuts
Shiseido will offer voluntary retirement to about 200 employees in Japan (eligible staff at HQ and certain domestic subsidiaries). Applications will be accepted December 8–26, 2025, with retirement on March 31, 2026. The program will carry one‑time costs of roughly ¥3.0 billion, to be recognized in Q4. Local coverage also emphasized the same timeline and scale. [6]
The company noted it had already reduced about 1,500 roles in Japan in 2024 and around 300 in the U.S. in August 2025 as part of a broader cost‑structure overhaul, moves reiterated alongside today’s guidance revision. [7]
Why the outlook was cut
Management cited a mix of demand and brand‑specific issues: a slowdown in U.S. demand, deceleration in inbound tourist consumption in Japan, and continued weakness at Drunk Elephant. These factors contribute to lower sales and, via the impairment in the Americas, to the full‑year net loss forecast. [8]
Nine‑month scorecard (Jan–Sep 2025)
For the first three quarters, net sales fell 4.0% to ¥693.8 billion; core operating profit rose to ¥30.1 billion, while profit attributable to owners of the parent swung to a ¥44.0 billion loss, largely because of the U.S. goodwill charge. [9]
2030 plan at a glance
Alongside the profit warning, Shiseido presented a 2030 Medium‑Term Strategy focused on brand investment and operational efficiency. Key financial goals include:
- Core operating margin ≥10% by 2030 (with 7% targeted for 2026).
- Average annual like‑for‑like sales growth of +2–5% from 2025–2030.
- ROIC ≥10%, ROE ≥12%, and free cash flow ≥¥100 billion at the target horizon.
- Cumulative operating cash flow of ¥500–600 billion over 2026–2030, with disciplined allocation to capex, debt reduction and shareholder returns. [10]
Slides released today also visualize the path from a 2025 forecast of ¥965 billion in sales and a 4% core OP margin to double‑digit margins by 2030, driven first by cost optimization and then by growth re‑acceleration. [11]
Brand and regional takeaways
- Americas: The goodwill write‑down reflects underperformance; management plans inventory optimization for Drunk Elephant in 2025 and aims for a fuller recovery in 2026 under a turnaround plan. [12]
- China & travel retail: Conditions remain challenging, consistent with the sector’s 2025 trendline; Shiseido is prioritizing profitability and share in core prestige brands while moderating expectations. (Context from prior coverage helps frame today’s guidance.) [13]
What to watch next
- Execution of the December voluntary exit program and quantifiable cost saves from the broader restructuring. [14]
- Q4 trading and FY close (December 31): whether inbound demand in Japan stabilizes into year‑end and how U.S. sell‑through trends evolve across key labels. [15]
- 2026 milestones: progress toward the 7% core operating margin stepping‑stone and any updates on Drunk Elephant’s turnaround. [16]
Bottom line
Shiseido’s sharp guidance reset—driven by a ¥46.8bn Americas impairment, softer sales, and brand‑specific pressure—puts renewed focus on restructuring and capital discipline. With dividends held at ¥40 and a clearer 2030 roadmap, investors will look for tangible proof that cost actions and brand investments can restore growth and double‑digit margins on the timeline outlined today. [17]
Sources: company filings and investor materials (Nov. 10, 2025), local media coverage and wire reports. [18]
References
1. corp.shiseido.com, 2. corp.shiseido.com, 3. corp.shiseido.com, 4. corp.shiseido.com, 5. kabutan.jp, 6. corp.shiseido.com, 7. jp.reuters.com, 8. corp.shiseido.com, 9. corp.shiseido.com, 10. corp.shiseido.com, 11. corp.shiseido.com, 12. corp.shiseido.com, 13. corp.shiseido.com, 14. corp.shiseido.com, 15. corp.shiseido.com, 16. corp.shiseido.com, 17. corp.shiseido.com, 18. corp.shiseido.com
