The doctor is in: Shiseido acquisition of Dr. Dennis Gross enables it tap into ‘medicalisation’ of beauty

Shiseido acquisition of Dr. Dennis Gross enables it tap into medicalisation of beauty

According to Mintel, the medicalisation of beauty refers to the increasing demand for proof behind claims and creating value through ingredient-led products.

This has resulted in an emphasis on the quality of ingredients and proven efficacy of products while using technology to simplify routines.

This is being driven by a multitude of factors, such as the demand for efficacy and transparency.

Furthermore, the heightened popularity for non-invasive aesthetic procedures has accelerated this trend.

“[In Japan,] keyword searches for botox (ボトックス) and thread lifting (糸リフト) also saw an upward trend over the past five years, indicating heightened consumer awareness and interest in medical procedures,” ​said Reiko Hasegawa, Mintel’s senior beauty and personal care analyst for Japan.

According to 2022 Mintel data, 37% of Japanese consumers “think it’s okay to have non-invasive surgery to improve one’s appearance”.

Hasegawa believes that these trends could have influenced Shiseido’s decision to acquire the US skin care brand.

At the same time, many consumers also find these procedures expensive, which has fuelled a demand for doctor-led, science-based skincare products that offer consumers an at-home alternative.”

Strategic acquisition

The Japanese beauty major announced that it had signed a definitive agreement to acquire Dr. Dennis Gross on December 22, 2023.

Gross is a former skin cancer researcher and a practising dermatologist who founded the eponymous brand in 2020 alongside his wife Carrie Gross, who is also the brand’s chief executive.

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