TOKYO — Shiseido said Wednesday it’s launching a recent skincare brand called Sidekick, targeting Gen-Z men in Asia. The initial offering of 4 products went on sale Wednesday at Shiseido’s Beauty Square store in Harajuku, Tokyo, and is as a result of hit e-commerce channels in China from July 1.

“We have now positioned skin beauty as our core business and are expanding our skincare and other skin beauty brands in pursuit of becoming the world’s leader on this field by 2030. We’re also working on the event of men’s cosmetics within the skin beauty category,” Shiseido said in a press release. “With the launch of Sidekick, we are going to give attention to China where the lads’s cosmetics market is booming and can goal mainly the Gen-Z market whose growth rate is especially high.”

Sidekick products will give attention to a “hybrid” model, combining two different elements in an effort to add value. They mix naturally derived ingredients and advanced technologies to deal with specific skincare problems with Gen-Z men, resembling dry or oily skin, but additionally support the skin’s moisture barrier function with each use making a skin environment that’s more resilient.

The brand’s initial offering includes five forms of face washes, in addition to a lotion, a moisturizer and a sheet mask.

Sidekick is the newest in a series of area of interest brands to be launched by Shiseido, which is working to position itself as a world leader in skincare. One other recent debut was that of Ulé, a sustainable skincare line and Shiseido’s first brand developed in Europe.