The popularity of J-Beauty products in the US market will continue to rise in 2024, with data insights firm Future Market Insights reporting a compound annual growth rate (CAGR) of 5.6% over the next 10 years. In the beauty sector, e-retail brand Shiko Beauty Collective stands as a pillar of innovation and cultural exchange, bridging the rich tradition of Japanese skin care and the diverse palette of the U.S. market.
Shiko is committed to offering U.S. consumers a carefully selected selection of J-Beauty brands with a focus on exclusivity and nurturing skin health. In this Q&A with her, we interview Middle McGivern, Marketing Director at Shiko Beauty Collective. She revealed what makes Shiko different from her other J-Beauty e-retailers, the meticulous curation process led by experts like Hinako Sugioka, and the brand’s vision for culture. . Representative among new trends in the cosmetics market.
CDU: What makes Shiko unique in bringing an exclusive J-Beauty brand to the U.S. market?
Midori McGivern (MM): What makes Shiko unique is that it is the only platform that bridges the gap between the latest Japanese skincare brands looking to expand in the US and local beauty consumers in the US looking for a more diverse portfolio. That’s it. Behind Shiko is Mitsui, one of the largest conglomerates, and we have the ability to reach the local level in Japan.
Additionally, we are unique because Dlab is also a partner of ours, and our team is now made up of beauty and skin care experts from Japan and the United States.
We know that some traditional Japanese cosmetics brands have operations here in the United States, but American consumers are looking for more of what Japan can offer. Shiko has carefully selected simple yet effective and unique brands and products to meet the needs and expectations of our customers. Most of the brands we choose are established by doctors, scientists, and skin experts and offer unique textures and visible results.
CDU: How does Shiko choose brands, and what role does J-beauty expert Hinako Sugioka play in the curation process?
Hmm: Our team has many chemists, beauty and skin care experts. Hinako is one of them.She played a key role in our first curation
We were involved in the launch process and are constantly monitoring Japanese skin care and beauty trends.
At the same time, we are welcoming more professionals to our team to further grow our business. Kyoko Goetz, a renowned skin care expert/esthetician, and Tracy O’Connor, a skin care expert with deep knowledge of the U.S. skin care market. . I also come from L’Oréal where I held various senior marketing roles in both the luxury and mass beauty channels.
Additionally, Dlab’s Vice President Jim Berklot is familiar with the latest raw materials and manufacturing processes. Thanks to our full membership, we are able to support our partner brands by choosing the right brands and products and, in the future, offering the possibility of local production.
CDU: What are the core elements of Japanese beauty that Shiko emphasizes?
Hmm: Our core elements have remained consistent from the beginning. Japanese skin care is all about nourishing and nurturing your skin through thoughtful care and routine.
We don’t rely on temporary solutions or use aggressive ingredients that risk skin damage. We know how to get beautiful skin without any pain. Our routine provides an easy transition to great skin with preventive benefits.
The Japanese are known as a nation of long-lived people, and with their long history and traditions, they know how to maintain healthy and beautiful skin for a long time, which matches the needs of American consumers.
CDU: What brands do you expect to see added to Shiko’s platform, and how will you maintain exclusivity as you expand?
Hmm: We plan to introduce more brands and products that highlight our values of nourishing skin and building healthy skin.
shine. Local consumers in Japan demand high standards for skin care, so they are keen on the latest skin care ingredients and techniques that combine fast absorption, great texture, and great results without causing significant side effects or risks to the skin.
In response to these consumer demands, local brands are constantly innovating. Japanese brands tend to be local, so we’re here to help them grow with us. Not only does SHIKO seek exclusive partners, his online partners also tend to be exclusive.
CDU: How does Shiko align with emerging trends in the U.S. cosmetics market?
Hmm: Now is the perfect time for Shiko to further expand in the US market. As previously mentioned, the US market is becoming more diverse as it values different types of skin care routines and products. Additionally, the need for anti-aging skin care is increasing more than ever.
Our high-quality, unique Japanese brands and products are highly valued by local consumers in the United States who seek the latest unique, high-quality innovations from Japan. For example, our Dr. His Medion brand offers the unique Carboxy Skin Therapy Home His Care, which brings “professional facial results” at home. This is consistent with larger trends in the US market.
CDU: What expertise does Hinako Sugioka bring to the table, and how does Shiko position itself as a thought leader?
Hmm: As a skin care expert, Hinako leveraged her skills to select the right partners to suit U.S. consumer trends. We carefully select partner brands to provide premium, unique, and highly functional Japanese skin care brands.
As mentioned above, we have a large team of skin care technology, product, and texture/sensory experts. We aim to establish Shiko Beauty Collective as a leading J-Beauty platform, bringing the latest, uniquely Japanese, high-performance brands and products to the U.S. market.
CDU: How does Shiko promote cultural expression, especially during AAPI Month?
Hmm: We celebrate Asian American and Pacific Islander Heritage Month in May. This will be an important moment for us because it will be the first time we celebrate the traditions of Far East Asia, namely Japan. We are proud to celebrate with you through our AAPI campaign.We will also create
This content shares Japanese beauty tips, tricks, and daily habits, and introduces each team member’s favorite items and beauty tips.
