Shiseido Company, Limited has announced that Shiseido Americas Corporation is selling the assets of prestige make-up brands bareMinerals, BUXOM, and Laura Mercier to an entity owned by independent private equity partnership Advent International. Shiseido has revealed that it is shifting to a new business structure, with skin beauty positioned as its core category and has launched a business transformation to become a global leader in skin beauty by 2030. 

In a statement, Shiseido said: "As we are taking steps to prioritise our brands, optimise our portfolio, and strengthen our competitive advantages under this strategy, we have decided to transfer the business of three of the Company’s makeup brands—bareMinerals and BUXOM, acquired in 2010, and Laura Mercier, acquired in 2016—to an external party. The transfer of the brands’ employees to the new owner along with the businesses is an important consideration and factor in this transaction."