Shiseido targets cash flow of ¥600b by 2030

The cosmetics brand also aims a core operating profit margin exceeding 10%.

Shiseido Company Limited plans to generate a cumulative operating cash flow of ¥500b to ¥600b ($4.168b to $5b) achieve an annual sales growth of up to 5% above market average, amongst other goals, from now until 2030.

From 2026 to 2030, Shiseido expects to generate an operating cash flow of up to $5b as part of its 2030 Medium-Term Strategy, which includes the Action Plan 2025 - 2026.

It will allocate its cash flow in capital investments, debt repayment, and dividends, the cosmetics brand said.

Meanwhile, the brand will prioritise capital investments for artificial intelligence and digital-related initiatives.

By 2026, the brand aims to hit a core operating profit margin target of 7%, followed by an additional 3% improvement through cost structure optimisation.

From 2025 to 2030, Shiseido targets an average annual sales growth rate of 2% to 5% above market growth, to achieve a core operating profit margin exceeding 10% by 2030, it said.

To achieve this, Shiseido said it will focus on skincare and suncare, whilst also strengthening its presence in makeup, fragrance, medical and derma, and lifestyle.

It will also expand into addressing the needs of individuals aged 65 and older and conduct beauty checkup programmes, Shiseido added.

Over the next five years, it plans to triple investment in talent development compared to the 2025 level. It will also focus on diversity and conduct sustainability initiatives.