Shiseido and Max Mara announce long-term fragrance partnership

Shiseido will exclusively develop, produce, market, and distribute Max Mara fragrances worldwide.

Japanese beauty giant Shiseido and Italian luxury fashion house Max Mara have announced a long-term fragrance partnership. 

Shiseido will hold the exclusive worldwide license to develop, produce, market, and distribute Max Mara fragrances.

The partnership will be formalised in a license agreement managed by Shiseido EMEA, a subsidiary of Shiseido. 

The move aligns with Shiseido's mission of “Beauty Innovations for a Better World,” and its aspiration to “Be a Global Winner with Our Heritage.” 

“This upcoming agreement aligns with our strategy to strengthen our fragrance brand portfolio driving mutual growth and new opportunities for both brands worldwide,” said Alberto Noé, president and CEO Shiseido EMEA.

“The collaboration of our two companies, with their unique heritage and strengths will open a new path to exceptional beauty innovations for global consumers,” he added.