The Bare Escentuals’ brand will remain the same and will immediately be able to accelerate market reach outside of North America, including in high-growth markets throughout Asia, especially Japan. Bare Escentuals’ business will operate as a separate division of Shiseido and its unique brands will continue to be managed by the current leadership team who are expected to drive future development of the business with the support of Shiseido’s significant resources, particularly given Shiseido’s extensive R&D network around the world.
Bare Escentuals was founded in 1974, and since then has grown into a 600 million dollar business. Its dedication to pure minerals and chemical-free formulas has pioneered a whole new segment within the beauty industry. Many of their loyal customers and industry minds alike are concerned whether or not their products will maintain their same dedication to truthful and accurate marketing, and all natural ingredients, or fall suite to their new parent company’s unnatural cosmetic tactics.
However, as we have previously mentioned on Natural Cosmetic News, natural does not always mean safe. And it is our motto her to be your own judge and take the necessary steps to make sure the product is actually natural and safe.