THE WHAT? Shiseido has announced the launch of a new ingestible beauty brand, Inryu. The brand is said to improve the overall health of the skin from the inside and was developed by the J-beauty giant’s China Business Innovation & Investment Office in Shanghai.

THE DETAILS The wellness brand comprises three products: Advanced radiance, Night Ritual+ and Laser refine, and will be sold in Shiseido The Store, Japan, from January, 2022 before being rolled out to e-commerce platforms in China from March next year.

THE WHY? The launch is part of the company’s wider mission to become a ‘personal beauty wellness company’. Indeed, developing its presence in the ‘inner beauty category’ was one of Shiseido’s key strategies as outlined in its WIN 2023 and Beyond plan.