Shiseido is alleged to be considering divesting a few of its North American makeup assets.

The Japanese beauty group is considering selling Bare Minerals, Laura Mercier and Buxom, in accordance with several industry sources. A spokeswoman for Shiseido said, “As a matter of policy, we don’t comment on market rumors or speculation.”

A few of Shiseido’s makeup brands have struggled, especially Bare Minerals, which Shiseido took private in 2010 for $1.7 billion.

Shiseido sales dipped globally on account of the COVID-19 pandemic, the corporate said. Sales within the Americas dropped 25.7 percent in 2020, despite the corporate closing unprofitable Bare Minerals stores.

Divesting makeup assets would allow Shiseido to focus more on skincare, noted one industry source, which is a stated priority.

Shiseido representative director, president and chief executive officer Masahiko Uotani has said publicly that the group plans to focus more on skincare. By 2023, Uotani said 80 percent of all sales should come from skincare products. Without delay, about 60 percent of Shiseido’s sales come from the category.

Earlier this yr, Shiseido inked a deal to sell its personal care segment to CVC Capital Partners for $1.5 billion. With that transaction, Shiseido shed mass market assets with a purpose to concentrate on the remainder of the sweetness business.

The corporate also owns a stake in Violet Grey, which is alleged to be in deal talks with Farfetch.

The coronavirus pandemic has many big beauty players reassessing brand portfolios, and plenty of have publicly spoken about considering divestitures.

The Estée Lauder Cos. has revealed it would close two underperforming brands up to now few months, and is alleged to be considering selling others. L’Oréal closed Clarisonic last yr.

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