Shiseido appoints Alberto Noe as new Interim CEO of the Americas Region
He is expected to manage and oversee the strategic operations across the designated regions.
USA – Shiseido, a Japanese beauty company, has appointed Alberto Noe as the new Interim CEO of the Americas Region effective April 15, 2025.
In addition to the new role, Alberto serves as the CEO of the EMEA Region.
He succeeds Ron Gee, who resigned as CEO of the Americas Region and Global M&A Leader.
This leadership change comes after Shiseido announced changes in the organizational and management structure for its China and Travel Retail businesses.
Toshinobu Umetsu, previously Corporate Executive Officer and CEO of the China Region, has been appointed Corporate Executive Officer and CEO of the combined China & Travel Retail Region, effective March 31, 2025.
He took the role from Philippe Lesné, who previously served as the CEO of Travel Retail Region.
Shiseido unveils mineral sunscreen technology
Shiseido and Prof. Susumu Inasawa from Tokyo University of Agriculture and Technology have teamed up to introduce sunscreen dispersion technology that enhances UV protection while ensuring a transparent finish.
This new formulation improves UV protection by up to 2.2 times compared to conventional products, while maintaining a transparent, non-whitening finish on the skin.
The technology transforms UV scattering agents from flocculated to uniform dispersion, significantly enhancing protection and cosmetic elegance.
It also improves the adherence of sunscreen components to the skin, creating a smoother texture and more even coverage.
This innovation has been recognized at the International Federation of Societies of Cosmetic Chemists (IFSCC) Congress and published in the journal Langmuir, solidifying its standing as a next-generation advancement in cosmetic science.
Meanwhile , the company recently developed 4MSK technology, designed to enhance the efficacy of skin-brightening ingredients.
The technology liquefies 4-methoxy salicylic acid potassium salt, allowing it to stay fluid and penetrate the skin more effectively, up to twice as effectively as previous formulas. Based on the chemistry concept of “ionic liquids,” this breakthrough allows solid compounds to be converted into a more skin-absorbable form when combined with specific substances.
According to Shiseido’s in-house studies, the 4MSK technology not only suppresses melanogenesis—the process responsible for dark spot formation—but also accelerates the exfoliation of existing melanin deposits, aiding in the faster reduction of spots and pigmentation.
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